About Sino Concept
A French founder who sold traffic safety products in France before he started producing them in China.
Sino Concept designs and produces traffic control equipment, road safety equipment, car park equipment, event equipment and street furniture, and supplies them to importers, distributors and resellers in more than 20 countries. Around 80% of what we ship goes to Europe. Our main markets are France, Germany, the United Kingdom and Poland.
We are not a trading company and we are not a broker. We design our own products, we own the moulds, we set the material formulations, and our own people check every production run before it is loaded.
2009
25
50 +
200
20 +
How It Started
First on your side of the table
I did not discover this industry in China. I started in it in France, at 18, as a salesman for a French distributor of road safety equipment. I was the one reselling Nissen and Swintex products on the French market: speed bumps, cable ramps, traffic cones and temporary signs.
For three years I did what our customers do every day: quoting, visiting sites, closing deals — and also packing the orders, loading the pallets and booking the trucks.
That is where the idea came from. I was losing too many deals on price alone. The products were good; they were simply too expensive for the customer in front of me.
2007-2008
Then to China, to fix the other end of the chain
By then I knew the traffic safety industry. What I did not know was international trade — how to negotiate in China, ship, clear customs, work with a factory 9,000 km away. So I joined ISUGA, a business school specialised in trade with Asia.
In 2007, at 23, the course sent me to China for an internship with a sourcing group based in Hong Kong and Singapore. I went back to France to finish my degree, and once I had it, in 2008, at 24, I returned to China to work for that same group.
My job was to open their sourcing and purchasing office in Shanghai. I did it alone: finding the premises first, then hiring the buyers, quality inspectors and product designers. I sourced exactly the product families I had been selling in France — crowd control barriers, pedestrian guardrails, rubber car park products — as well as metal fabrication and plastic injection projects.
That is where I learned the other half of the problem. Sourcing alone does not fix quality, lead times or cost. If you do not own the design, the tooling and the material formulation, you control nothing.
Sino Concept, 2009
In July 2009 I moved to Qingdao and started Sino Concept to work the other way round: own the design, own the moulds, write the formulations, and be there in the factory.
I am still in Qingdao today, and I still run the company from here. Seventeen years later, that is the shortest explanation of how we work: the person who decides is the person on the factory floor.
France is our largest market, which is no accident. We have been selling to French importers since the beginning, and we know what European buyers expect because we started on that side of the table.
Félix Bizouard, founder — Qingdao, China
What We Control
Our designs, our moulds, our formulations
The design
We work from two sites in China
Our head office is registered in Hong Kong. This is the company you sign your contract with, and the company that invoices you. Our teams and our production are in mainland China.
More on this on our production process page.
How We Sell and Ship
Direct from production, in full containers
We do not hold stock in Europe. We produce and we ship directly to you, which is what keeps the price where it is: no warehouse, no middleman, no second margin.
Sino Concept handles the whole export side: production planning, packing, container loading, export documents and shipment coordination. You deal with one company from the drawing to the container doors.
Packing is designed for the product, not for the truck we happen to have. Depending on what has to survive the journey, we use steel racks, wooden crates or metal pallets — so goods arrive undamaged, come off the container quickly, and store easily in your warehouse.
Who We Work With
We sell to importers, distributors and resellers, not to end users. We are not in competition with our own customers.
More than 50 companies order from us regularly, from small family businesses to large groups. For most of them we produce under their brand: their logo, their colours, their cartons and labels.
Around 30% of our production is made to order for one customer only. You will not find those products anywhere on this website, and you will not find them in anyone else’s catalogue either — they belong to the customer they were developed for.
Our best sellers are cable ramps, speed bumps, wheel stops, speed cushions, crowd control barriers, cycle racks and traffic cones.
If you want a product that does not exist yet, see our custom manufacturing options or tell us what you need.
In Short
Want to check the quality first?
Ask us for free samples. Contact our team — tell us what you sell and where, and we will come back with samples, prices and lead times.
You can also browse our catalogue or read why customers choose us.
