Yu Guangzhong said, "Homesickness is a shallow strait", Yu Youren said, "Buried me on the mountains and look at my hometown", Liao Xinzhong wrote "We Taiwan Years", which is called "a letter from a Taiwanese youth to 1.3 billion mainland compatriots"... For the post-80s and 1970s born in the mainland, Taiwan is not only a geographical concept, but also a historical concept.
Treasure Island Taiwan, this is a place that is close to the mainland, has blood relationships, cultural relationships, business relationships, and Dharma relationships. Taiwan’s long flow is the passion written in a smile and the gentleness engraved in temperament. Is the closeness to nature, the awe of culture, and Taiwan a model for a better life in the hearts of many people?
In those years, Taiwan’s pop songs and pop culture drifted across the Taiwan Strait, setting off a wave of craze in the mainland, Teresa Teng’s “Sweet Honey”, Little Tigers’ “ Green Apple Paradise HTML ”, Zhang Yusheng’s “ My Future Is Not a Dream HTML ”, Luo Dayou’s “Love Song 1990”, Aunt Qiong Yao’s “A Curtain of Dreams” and “Three Teases of Plum Blossoms”..., as well as Taiwanese variety shows and Taiwanese movie beans became synonymous with fashion in the hearts of young people in mainland China at that time.
Daphne, Shangdao Coffee, Yonghe Soymilk, Xu Fuji , Master Kong , Unified, Wangwang, Hecheng Bathroom HCG, Champion Tiles, Giant, Diplomat, Mayflower, Baodao Glasses, Sakura Bathroom Kitchen , Zhendan AURORA, BenQ BENQ, Holedi, Tom Bear, Paris Wedding Dress, Jenny Flower, Diverse House , Family, HOLA Tel, Watermelon Taro, Glass Workshop... Before we knew it, Taiwanese brands have penetrated into all aspects of people's food, clothing, housing and transportation.
The torrent of the era is rolling forward, and the countless moments of life that everyone experiences are records of the times. The 40 years of our growth have been the 40 years of dialogue between the mainland and Taiwan, and the 40 years of ups and downs in the reform and opening up of the mainland. Taiwan, once one of the "Four Little Dragons" of Asian economy, has transported batches of Taiwanese companies to the mainland, and the economic and cultural output brought by Taiwanese businessmen also affects the mainland's lifestyle.
The 40th anniversary of reform and opening up, Sina Home Furnishing's "40 Years of "Home" Economic Report | Research on the Development Status and Future of Taiwanese Business Brands in the Mainland (Home Furnishings)" will use these familiar Taiwanese home brands and Taiwanese designs as samples to deeply understand their development status and market layout, and sort out the development status of the entire Taiwanese business brand in the Mainland market from point to surface, and thus explore the future development of Taiwanese business brands in the Mainland.
participated in the research in mainland Taiwan home furnishing brands:
Hecheng Bathroom, Sakura Bathroom Kitchen, Champion Tile, BenQ BENQ, Diverse House, Flavor, Eslite
participated in the research in mainland Taiwan designers:
Ke Shangda, Lian Zicheng, Zhang Xianghao, Chen Weixian , Jianming Min
Research brand, designer (factory) basic information
Why entered the mainland market at that time?
▼Foundation—the trend of the times and trends
It is not difficult to see from the timetable that the time when Taiwanese mass home furnishing brands enter the mainland market, and Taiwan life brands, Taiwanese designers and design firms enter the mainland, are basically divided into two stages.
Most Taiwanese home furnishing brands entered the mainland market in the mid-1990s, while Taiwanese life brands, Taiwanese designers and design firms entered the mainland basically around 2000. This is closely related to the economic development background of mainland China at that time.
The 1990s was a critical period for whether China's reform and opening up could continue. After New Year's Day in 1992, Deng Xiaoping made an important speech and put forward clear-cut views such as "development is the hard truth" to safeguard China's reform and opening up. The spirit of the speech in the Southern Tour became the clarion call to lead the reform figures in the area. A large number of business elites such as Wang Shi , Zong Qinghou , Guo Guangchang , Ren Zhengfei Shi Yuzhu, Wang Jianlin and other companies stood out in the east wind of reform and opening up. This also strengthened Taiwanese businessmen's confidence in the mainland, and a large number of Taiwanese brands flocked to the mainland market during this period.As a coastal city, Shanghai, which is at the forefront of development, and Suzhou High-tech Industrial Development Zone, which was established and developed due to national policy orientation, and surrounding Kunshan and other regions have become the first choice for Taiwanese brands to enter the mainland market.
△Taichung Zhongyou Department Store-Kesangda designed
After 2000, with the further deepening of reform and opening up, China's pace of integration into the world accelerated, people's living standards and comprehensive national strength have been greatly improved, and high-quality consumer goods and high-end service industries have become an urgent need for more and more mainland consumers, especially middle-class consumers. Taiwan life brands that have matured in this field and are also in the leading position in the technical means, Taiwanese designers and design firms have also entered the mainland market after seeing opportunities. Shanghai, an international city, has also become the first choice for Taiwanese lifestyle brands and cultural and creative brands with an international vision and hope to go to the international stage through the mainland market.
"When I chose to come to the mainland, I really saw that the overall economic development trend of the mainland was very strong, but when I first came, I was still observing and learning about the mainland's economic reform. I remember that the first project in Shanghai was a villa. At that time, I had not completely decided to come. I used the free time of the Taiwan project to fly to Shanghai to meet developers, inspect construction sites, and complete the project. But I was very impressed by me. The construction speed in the mainland was really very fast at that time. However, the construction technology was still relatively backward at that time."
- Daguan·Zicheng International Space Design and Design Director Lian Zicheng
"Among the emerging cities of science and technology in the world, Suzhou ranked ninth. The rise of the IT industry in the Yangtze River Delta began in Suzhou. The technology industry has a characteristic. When finished factories come in, it will drive the upstream and downstream of the industry. At that time, BenQ entered Suzhou and brought nearly 100 upstream and downstream related companies. Of course, These companies did not only serve BenQ. Later, other finished products and computer companies in the IT industry came one after another. With Suzhou as the base, it expanded to the whole world, leading Taiwanese manufacturers to gradually become world-renowned manufacturers in the IT industry. "
- Huang Renhong, General Manager of Product Headquarters of BenQ China Marketing Headquarters
" Speaking of why he came to the mainland at that time, it was simply the trend of the times and trends. I think many other Taiwanese businesses were the same as me at that time. For the same reason, most designers came to the mainland with the Party A and the owners and finally worked on it. My first project in the mainland was in 2000, the office design case of Yongfeng Yu Papermaking (May Flower Toilet Paper Products Series) on Weihai Road and the Bennetton brand store of Hong Kong Dison Group on Sinan Road, Huaihai Road. "
——Chief designer of Shanghai Micro Interior Decoration Design Co., Ltd. LD Ke Shangda, founder of Plus+ Creative R&D Center,
"Yita Space Design was established for about ten years, but as early as early as 2000, I followed my first boss and my mentor Li Weimin to do projects in the mainland, so I already felt the development of the mainland economy at that time. So I chose to come to the mainland to establish a branch of my own firm. One is to value the mainland, and the other is because Taiwan and Shanghai are more convenient in terms of regionality. With such a more positive attitude, I began to officially carry out all my design industries and projects in the mainland. Then one of my projects in the mainland is to and The former top developer in mainland China is engaged in large-scale real estate development and sales offices and model rooms. "
- Zhang Xianghao, Design Director of Yitai Space Design Firm,
" was founded in 1978, the same year as the reform and opening up. Sakura Group set its base point with Taiwan, China. After reaching the first market share, it will naturally think of how to develop in the future? How to go to the road of internationalization? At that time, many external markets were evaluated, and it happened to be at the time of reform and opening up in mainland China. Considering that the same literature and the same clan would be more convenient in exchanges and communication, it would be easier to give full play to its strengths, so it set up a factory in mainland China in 1994. "
- Zhang Yongzheng, General Manager of Sakura Bathroom and Kitchen (China) Co., Ltd.
"The first project I took over in the mainland was the Bund architectural landscape lighting renovation project.At that time, I looked down at Shanghai from a plane for the first time. At that time, Shanghai was not a "city that never sleeps", and the Bund was just a shy "lover wall". The architectural landscape lighting renovation I proposed was still a new term for the municipal government at that time, and I could not even find a product to match the design draft. However, I am very glad that I still received support from the municipal government for project creativity and implementation. Now night view of foreign buildings on the Bund has become the standard for check-in for urban tourism, and it also makes the two sides of the Pujiang River outline the city skyline belonging to Shanghai at night. This should be attributed to the fact that the response speed and openness of mainland compatriots are really above Taiwan’s mainland in trying new models and accepting new things. "
- Chen Weixian, chief designer of Banshan Bookstore and founder of VIDAHOUSE,
Sweet development in the early stage
▼Face to face--The window period of first-mover advantage
In the early stage of reform and opening up, Taiwanese enterprises relied on the leading advantages of the "Four Asian Economic Dragons" in business management and accumulated a lot of experience. These were fully reflected after Taiwanese brands entered the mainland market.
For example, after establishing a factory in 1931, it was selected from the "Five-Star Award Hecheng Grand Arena Competition" after it was named Show and inviting the king Andy Lau to create a brainwashing advertising song, and then select Lin Chi-ling as the brand image spokesperson. In the past 24 years, Hecheng Sanitary Ware has continuously created a marketing precedent for home furnishing brands in the mainland.
△The mainland variety show "Five-Star Award and Chengda Competition"
is also like TAYOHYA Diverse House. Although the founder Pan Shu is really a Taiwanese, after seeing the opportunities for mainland development, she resolutely founded the TAYOHYA Diverse House brand in Shanghai, and introduced the humanistic advantages accumulated by Taiwan, creating a very rare home furnishing daily necessities lifestyle comprehensive store in mainland China at that time. Thanks to the flat channel dividend, she quickly completed the layout of supermarkets and department stores. A stage of enterprise development.
For many Taiwanese brands who come to the mainland to develop, the Taiwan market is too small and the capital is too small. Although the products are well done, the scale has not been released, which is a common bottleneck they encounter in their development. Therefore, Taiwanese companies realize that if they want to have a larger development market and even create global brands, they must find a truly powerful market to cultivate, that is, the parent market. Only by truly struggling and struggling in the parent market can we talk about global expansion.
Since the reform and opening up, the mainland has actively advocated the globalization of the economy and the globalization of trade, making the mainland market the most important world market, which is a desire to go further Taiwan brands are fatal attraction. Also, because of the same roots, similar regions, and language communication, Taiwan brands are easier to quickly integrate into the mainland market and work in depth, and be nurtured and nourished.
anxious development medium-term
▼Core--Don't let the times abandon you
The Yangtze River wave pushes the previous wave, Taiwanese brands are not permanent in the window period of rapid development of the mainland. Mainland enterprises have strong iteration ability and learning ability, and the rapid changes in the mainland market make Taiwanese brands need to be vigilant at all times.
"When the times abandon you, they don't even say hello! Especially in first-tier cities like Shanghai, humanistic literacy and social rules have become "high-end" almost overnight. This is obviously not an era where just a few companies can dominate market changes. "
- General Manager of Hecheng (China) Co., Ltd.
In Lu Chengyou's view, Taiwanese enterprises have different tasks in each stage of development in the mainland. Most Taiwanese enterprises are mainly production-oriented small and medium-sized enterprises, and almost all came to the mainland to develop in the early 1990s. In that era, finding a breakthrough point different from others, and burying themselves well is survival. Today, the enterprise density and the number of industrial clusters in the mainland market have increased exponentially by Taiwanese enterprises, and their response speed in manufacturing and marketing has even surpassed Taiwanese enterprises.
△The former "Four Asian Economic Dragons" - Taiwan
Obviously, with the great integration of the global market, Taiwanese enterprises cannot regard themselves as "first-comers" and are self-satisfied at the moment when the tide of human capital dividends has receded. In addition to the transformation of hard technology, the current opportunity for Taiwanese businesses is to leverage their strengths to find foreign businesses and peers to keep warm.
Yu Guangzhong said, "Homesickness is a shallow strait", Yu Youren said, "Buried me on the mountains and look at my hometown", Liao Xinzhong wrote "We Taiwan Years", which is called "a letter from a Taiwanese youth to 1.3 billion mainland compatriots"... For the post-80s and 1970s born in the mainland, Taiwan is not only a geographical concept, but also a historical concept.
Treasure Island Taiwan, this is a place that is close to the mainland, has blood relationships, cultural relationships, business relationships, and Dharma relationships. Taiwan’s long flow is the passion written in a smile and the gentleness engraved in temperament. Is the closeness to nature, the awe of culture, and Taiwan a model for a better life in the hearts of many people?
In those years, Taiwan’s pop songs and pop culture drifted across the Taiwan Strait, setting off a wave of craze in the mainland, Teresa Teng’s “Sweet Honey”, Little Tigers’ “ Green Apple Paradise HTML ”, Zhang Yusheng’s “ My Future Is Not a Dream HTML ”, Luo Dayou’s “Love Song 1990”, Aunt Qiong Yao’s “A Curtain of Dreams” and “Three Teases of Plum Blossoms”..., as well as Taiwanese variety shows and Taiwanese movie beans became synonymous with fashion in the hearts of young people in mainland China at that time.
Daphne, Shangdao Coffee, Yonghe Soymilk, Xu Fuji , Master Kong , Unified, Wangwang, Hecheng Bathroom HCG, Champion Tiles, Giant, Diplomat, Mayflower, Baodao Glasses, Sakura Bathroom Kitchen , Zhendan AURORA, BenQ BENQ, Holedi, Tom Bear, Paris Wedding Dress, Jenny Flower, Diverse House , Family, HOLA Tel, Watermelon Taro, Glass Workshop... Before we knew it, Taiwanese brands have penetrated into all aspects of people's food, clothing, housing and transportation.
The torrent of the era is rolling forward, and the countless moments of life that everyone experiences are records of the times. The 40 years of our growth have been the 40 years of dialogue between the mainland and Taiwan, and the 40 years of ups and downs in the reform and opening up of the mainland. Taiwan, once one of the "Four Little Dragons" of Asian economy, has transported batches of Taiwanese companies to the mainland, and the economic and cultural output brought by Taiwanese businessmen also affects the mainland's lifestyle.
The 40th anniversary of reform and opening up, Sina Home Furnishing's "40 Years of "Home" Economic Report | Research on the Development Status and Future of Taiwanese Business Brands in the Mainland (Home Furnishings)" will use these familiar Taiwanese home brands and Taiwanese designs as samples to deeply understand their development status and market layout, and sort out the development status of the entire Taiwanese business brand in the Mainland market from point to surface, and thus explore the future development of Taiwanese business brands in the Mainland.
participated in the research in mainland Taiwan home furnishing brands:
Hecheng Bathroom, Sakura Bathroom Kitchen, Champion Tile, BenQ BENQ, Diverse House, Flavor, Eslite
participated in the research in mainland Taiwan designers:
Ke Shangda, Lian Zicheng, Zhang Xianghao, Chen Weixian , Jianming Min
Research brand, designer (factory) basic information
Why entered the mainland market at that time?
▼Foundation—the trend of the times and trends
It is not difficult to see from the timetable that the time when Taiwanese mass home furnishing brands enter the mainland market, and Taiwan life brands, Taiwanese designers and design firms enter the mainland, are basically divided into two stages.
Most Taiwanese home furnishing brands entered the mainland market in the mid-1990s, while Taiwanese life brands, Taiwanese designers and design firms entered the mainland basically around 2000. This is closely related to the economic development background of mainland China at that time.
The 1990s was a critical period for whether China's reform and opening up could continue. After New Year's Day in 1992, Deng Xiaoping made an important speech and put forward clear-cut views such as "development is the hard truth" to safeguard China's reform and opening up. The spirit of the speech in the Southern Tour became the clarion call to lead the reform figures in the area. A large number of business elites such as Wang Shi , Zong Qinghou , Guo Guangchang , Ren Zhengfei Shi Yuzhu, Wang Jianlin and other companies stood out in the east wind of reform and opening up. This also strengthened Taiwanese businessmen's confidence in the mainland, and a large number of Taiwanese brands flocked to the mainland market during this period.As a coastal city, Shanghai, which is at the forefront of development, and Suzhou High-tech Industrial Development Zone, which was established and developed due to national policy orientation, and surrounding Kunshan and other regions have become the first choice for Taiwanese brands to enter the mainland market.
△Taichung Zhongyou Department Store-Kesangda designed
After 2000, with the further deepening of reform and opening up, China's pace of integration into the world accelerated, people's living standards and comprehensive national strength have been greatly improved, and high-quality consumer goods and high-end service industries have become an urgent need for more and more mainland consumers, especially middle-class consumers. Taiwan life brands that have matured in this field and are also in the leading position in the technical means, Taiwanese designers and design firms have also entered the mainland market after seeing opportunities. Shanghai, an international city, has also become the first choice for Taiwanese lifestyle brands and cultural and creative brands with an international vision and hope to go to the international stage through the mainland market.
"When I chose to come to the mainland, I really saw that the overall economic development trend of the mainland was very strong, but when I first came, I was still observing and learning about the mainland's economic reform. I remember that the first project in Shanghai was a villa. At that time, I had not completely decided to come. I used the free time of the Taiwan project to fly to Shanghai to meet developers, inspect construction sites, and complete the project. But I was very impressed by me. The construction speed in the mainland was really very fast at that time. However, the construction technology was still relatively backward at that time."
- Daguan·Zicheng International Space Design and Design Director Lian Zicheng
"Among the emerging cities of science and technology in the world, Suzhou ranked ninth. The rise of the IT industry in the Yangtze River Delta began in Suzhou. The technology industry has a characteristic. When finished factories come in, it will drive the upstream and downstream of the industry. At that time, BenQ entered Suzhou and brought nearly 100 upstream and downstream related companies. Of course, These companies did not only serve BenQ. Later, other finished products and computer companies in the IT industry came one after another. With Suzhou as the base, it expanded to the whole world, leading Taiwanese manufacturers to gradually become world-renowned manufacturers in the IT industry. "
- Huang Renhong, General Manager of Product Headquarters of BenQ China Marketing Headquarters
" Speaking of why he came to the mainland at that time, it was simply the trend of the times and trends. I think many other Taiwanese businesses were the same as me at that time. For the same reason, most designers came to the mainland with the Party A and the owners and finally worked on it. My first project in the mainland was in 2000, the office design case of Yongfeng Yu Papermaking (May Flower Toilet Paper Products Series) on Weihai Road and the Bennetton brand store of Hong Kong Dison Group on Sinan Road, Huaihai Road. "
——Chief designer of Shanghai Micro Interior Decoration Design Co., Ltd. LD Ke Shangda, founder of Plus+ Creative R&D Center,
"Yita Space Design was established for about ten years, but as early as early as 2000, I followed my first boss and my mentor Li Weimin to do projects in the mainland, so I already felt the development of the mainland economy at that time. So I chose to come to the mainland to establish a branch of my own firm. One is to value the mainland, and the other is because Taiwan and Shanghai are more convenient in terms of regionality. With such a more positive attitude, I began to officially carry out all my design industries and projects in the mainland. Then one of my projects in the mainland is to and The former top developer in mainland China is engaged in large-scale real estate development and sales offices and model rooms. "
- Zhang Xianghao, Design Director of Yitai Space Design Firm,
" was founded in 1978, the same year as the reform and opening up. Sakura Group set its base point with Taiwan, China. After reaching the first market share, it will naturally think of how to develop in the future? How to go to the road of internationalization? At that time, many external markets were evaluated, and it happened to be at the time of reform and opening up in mainland China. Considering that the same literature and the same clan would be more convenient in exchanges and communication, it would be easier to give full play to its strengths, so it set up a factory in mainland China in 1994. "
- Zhang Yongzheng, General Manager of Sakura Bathroom and Kitchen (China) Co., Ltd.
"The first project I took over in the mainland was the Bund architectural landscape lighting renovation project.At that time, I looked down at Shanghai from a plane for the first time. At that time, Shanghai was not a "city that never sleeps", and the Bund was just a shy "lover wall". The architectural landscape lighting renovation I proposed was still a new term for the municipal government at that time, and I could not even find a product to match the design draft. However, I am very glad that I still received support from the municipal government for project creativity and implementation. Now night view of foreign buildings on the Bund has become the standard for check-in for urban tourism, and it also makes the two sides of the Pujiang River outline the city skyline belonging to Shanghai at night. This should be attributed to the fact that the response speed and openness of mainland compatriots are really above Taiwan’s mainland in trying new models and accepting new things. "
- Chen Weixian, chief designer of Banshan Bookstore and founder of VIDAHOUSE,
Sweet development in the early stage
▼Face to face--The window period of first-mover advantage
In the early stage of reform and opening up, Taiwanese enterprises relied on the leading advantages of the "Four Asian Economic Dragons" in business management and accumulated a lot of experience. These were fully reflected after Taiwanese brands entered the mainland market.
For example, after establishing a factory in 1931, it was selected from the "Five-Star Award Hecheng Grand Arena Competition" after it was named Show and inviting the king Andy Lau to create a brainwashing advertising song, and then select Lin Chi-ling as the brand image spokesperson. In the past 24 years, Hecheng Sanitary Ware has continuously created a marketing precedent for home furnishing brands in the mainland.
△The mainland variety show "Five-Star Award and Chengda Competition"
is also like TAYOHYA Diverse House. Although the founder Pan Shu is really a Taiwanese, after seeing the opportunities for mainland development, she resolutely founded the TAYOHYA Diverse House brand in Shanghai, and introduced the humanistic advantages accumulated by Taiwan, creating a very rare home furnishing daily necessities lifestyle comprehensive store in mainland China at that time. Thanks to the flat channel dividend, she quickly completed the layout of supermarkets and department stores. A stage of enterprise development.
For many Taiwanese brands who come to the mainland to develop, the Taiwan market is too small and the capital is too small. Although the products are well done, the scale has not been released, which is a common bottleneck they encounter in their development. Therefore, Taiwanese companies realize that if they want to have a larger development market and even create global brands, they must find a truly powerful market to cultivate, that is, the parent market. Only by truly struggling and struggling in the parent market can we talk about global expansion.
Since the reform and opening up, the mainland has actively advocated the globalization of the economy and the globalization of trade, making the mainland market the most important world market, which is a desire to go further Taiwan brands are fatal attraction. Also, because of the same roots, similar regions, and language communication, Taiwan brands are easier to quickly integrate into the mainland market and work in depth, and be nurtured and nourished.
anxious development medium-term
▼Core--Don't let the times abandon you
The Yangtze River wave pushes the previous wave, Taiwanese brands are not permanent in the window period of rapid development of the mainland. Mainland enterprises have strong iteration ability and learning ability, and the rapid changes in the mainland market make Taiwanese brands need to be vigilant at all times.
"When the times abandon you, they don't even say hello! Especially in first-tier cities like Shanghai, humanistic literacy and social rules have become "high-end" almost overnight. This is obviously not an era where just a few companies can dominate market changes. "
- General Manager of Hecheng (China) Co., Ltd.
In Lu Chengyou's view, Taiwanese enterprises have different tasks in each stage of development in the mainland. Most Taiwanese enterprises are mainly production-oriented small and medium-sized enterprises, and almost all came to the mainland to develop in the early 1990s. In that era, finding a breakthrough point different from others, and burying themselves well is survival. Today, the enterprise density and the number of industrial clusters in the mainland market have increased exponentially by Taiwanese enterprises, and their response speed in manufacturing and marketing has even surpassed Taiwanese enterprises.
△The former "Four Asian Economic Dragons" - Taiwan
Obviously, with the great integration of the global market, Taiwanese enterprises cannot regard themselves as "first-comers" and are self-satisfied at the moment when the tide of human capital dividends has receded. In addition to the transformation of hard technology, the current opportunity for Taiwanese businesses is to leverage their strengths to find foreign businesses and peers to keep warm.
html At the beginning of 1 year, Hecheng Bathroom has cooperated with Panasonic and Luda to combine the expertise of different companies to create new products and new market opportunities. At the same time, Hecheng Bathroom is also a representative of the early layout of the international market. Through the acquisition of Italian kitchen utensil brands for 60 years, it is exchanged for more brand resources and opportunities, and get out of its own development rhythm." The champion tiles founded in Taiwan in 1972 were divided into two stages in the 20 years of development in mainland China. From 1997 to 2007, from Taiwan to Kunshan, laying the brand foundation. From 2008 to 2018, the mainland branch began to feed back to the Taiwan headquarters. This transformation is attributed to the obvious export orientation of Taiwanese companies, strong production and manufacturing capabilities, and lack of ability to cater to market changes. Driven by fierce competition, the mainland market is the main market It has become a high ground for leading the development of the Asian ceramic industry and publishing the latest design and marketing concepts. Therefore, the 20 years of Champion Tile in the mainland have been a 20 years of continuous learning and absorption, and has learned valuable experience from its mainland peers. "
- General Manager of the Marketing Office of Champion Building Materials Group, Lin Youyu, also has a similar trajectory. Sakura Bathroom and Kitchen. The Sakura Group, founded in 1978, has set up a factory in mainland China in 1994. From 1994 to 2008, each developed its own development and exchanged and worked together. After 2008, the growth rate of the mainland market size exceeded the total in the previous decade, and consumption capacity, quality level and service capacity continued to improve. Nowadays, senior corporate executives often return to Taiwan headquarters to share with their management experience in mainland China.
According to statistics released by the Taiwan Provincial authorities, Taiwan's GDP in 2017 was NT$17.44 trillion, an increase of 2.8%. In 2017, the average exchange rate of the New Taiwan Dollar to the RMB was 4.4635:1. According to this exchange rate, Taiwan's GDP in 2017 was RMB 3907.2 billion. In 2017, the total economic output of the mainland was RMB 82712.2 billion, an increase of 6.9%. Taiwan's GDP accounts for less than 5% of the mainland, about 4.7%. In contrast, in 1990, Taiwan's share was as high as 40%. At that time, Guangdong, the largest economic province in mainland China, accounted for only 10% of Taiwan, and today, Guangdong is 2.3 times that of Taiwan.
From the perspective of development trajectory, it seems that the current mainland enterprises and the mainland market are already surpassing Taiwan’s local area. Is Taiwan’s quality going to lose its development opportunity? Taiwanese businessmen and Taiwanese designers who are thinking said that the root cause of the problem must be found in themselves.
faces: The gap faced by Taiwanese businessmen and enterprises in the mainland development
▼Conservative/subtle—but the fleeting market will not wait for you
"When I return to Taiwan, I will ask Taiwanese designers, what do you think of Taiwan's design? I found that they can't say it. Maybe Taiwanese designers themselves can't say it in this environment. But this is also because they are in this environment and do not express their life form or life feelings in their design. They can do it, but they can't say it. I think this is a relatively lacking part of Taiwanese people in design communication."
mentioned the part that Taiwan's design needs to be improved, and Daguan Zicheng International Space Design Director Lian Zicheng told us this. "Taiwanese designers are more implicit and modest, which are reflected in the creation of personal and firm image, marketing methods, especially compared with Hong Kong design companies, which will create a gap. Taiwanese designers are unwilling to package themselves or show themselves so boldly. This is related to the general personality of Taiwanese designers, and it is also a different personality in the background of our growth education."
This point is dependent on the development of Taiwanese companies, and has also become a reason that once troubled them to have bolder breakthrough attempts and faster development. For example, Taiwan’s mobile phone products and other electronic or high-tech industries in Taiwan, putting aside the technical flaws, the product’s positioning of the mainland market is not clear, improper market operation, and a small internal market in Taiwan are all important factors that affect the development and growth of Taiwan’s mobile phones and other electronic products. After all, for mobile phone products, the development of large quantities requires support, and depends on external markets and brand promotion, which is not easy for Taiwanese mobile phone companies.
△Taipei Street View
Lu Chengyou, general manager of Hecheng (China) Co., Ltd., also talked about the fact that in the past few years, Taiwanese brands went overseas to participate in and visit exhibitions, and they had to plan carefully every time, including how many people they had to send to the scene, etc."In recent years, we have found that many domestic brands use buses to pick up mainland merchants to the venue one by one." Zhang Yongzheng, general manager of
Sakura Bathroom and Kitchen (China) Co., Ltd., said that the current situation of the entire bathroom and kitchen industry is facing a current situation where nearly 90% of the market is occupied by mainland brands, because whether it is speed, manpower, or even a house sweeping building, the speed of mainland brands is faster than that of Taiwanese brands.
Regarding this situation, Daguan Zicheng International Space Design Director Lian Zicheng understood this way: "Because the mainland market is very large and there are many projects, and Taiwanese designers usually have small firms and small studios. Faced with such a large market, it is difficult to have a so-called strategic development model. The development of mainland enterprises is based on finance, and the entire large scale to strategy and guide the market. It is indeed difficult for Taiwanese designers to be big. This requires more knowledge and improvement."
So, what are the advantages of Taiwan's quality?
▼It's really good - we understand life more
In the eyes of brands and designers participating in the survey, "home economy" is a new term, but not a "new concept". The family economy covers the understanding and happiness of marriage from the beginning of intimate relationships to the marriage life. The "home happiness" that Taiwanese compatriots talk about represents a higher level of quality of life. Taking creating more happy experiences in home life as the original intention, the product not only starts from functions, but also from family emotions. Creating the value of emotions is creating the value of the economy.
△Eslite Bookstore
Taiwan has always insisted on using traditional Chinese characters. The behavior of emphasizing traditional culture is undoubtedly a reflection of cultural adherence and inheritance. In learning from Japan and the United States, we have retained the cultural roots of traditional China and are good at creatively transforming Chinese traditional culture, which is reflected in all aspects of culture, art, and industry.
"Taiwan Design Power" has gradually evolved to this day from the beginning "diversity, diligence, and agility" of "the first" and has a little quiet Taiwanese style.
Because of ethnic openness, we have created a diverse personality expression, and because of the implicit concepts, we are afraid of exaggeration; we have made our style low-key and steady.
explores the symmetrical complementarity of works and themes based on value beliefs; cultivates a lively atmosphere of pure wisdom and shore communication. The same is true for
, which attracted the "Taiwanese style" at the beginning; those people from that era! Why is
like this?
is so attractive to them! What is the commonality that
attracts them!
Because of spirit, care, and life...
The world is so dry and terrified! This is why
is so touched!
touches every unstable soul!
is always afraid because of status, thoughts, for culture and practice...
is always afraid;
is afraid of what!
The ethnic personality that is afraid of other people's differences in vision.
and; inherit the Taiwanese tutoring culture that "words, deeds, and intentions" taught by our ancestors.
Daily and year by year ⋯⋯
We have gone through nearly sixty years of the times, from the earliest "craft club" at the beginning to the current "interior design company".
Regarding interior design; the different styles of styles are surrounded by the rings of the times, layer by layer and spread.
made the Taiwanese style at that time constantly refined into the "life Zen" today.
The space is still so quiet...
Because of nourishment, life and practice;
Our cultural connotation promotes the quiet and secretive spatial temperament! It is also the core essence of the initial desktop style.
△Specially thanks the photos provided by Teacher Ke Shangda (me in 1978)
Today, Taiwanese culture has formed a social culture, a national culture. Most Taiwanese people today give people a sense of elegance and politeness. This cultural personality penetrates into industries or careers, and also makes Taiwanese products or products contain a cultural spirit and connotation. This is why the most touching thing about traveling to Taiwan is not its unique landscape or its industrial scale, but its cultural atmosphere and cultural spirit it conveys.
These all indicate that at present, in the market with more than 200 million middle-class people in mainland China, lifestyle products and products that convey cultural spirit will become huge support. The advantages of Taiwanese brands in this regard will become a major niche for entering this field.
"The order of building brands in mainland China is to become bigger - stronger - more refined. I suggest that Taiwanese brands should penetrate into the market but we cannot forget our inherent advantages. Be refined first and then bigger and stronger."
- General Manager of the Marketing Office of Champions Building Materials Group, Lin Youyu,
There is a line from Taiwan band Mayday that is very touching - "It is my gentleness not to disturb me." Taiwan’s humanistic environment has nurtured the gentle temperament of Taiwanese design. Ye Qinglin, director of the Product Design Department of BenQ China Marketing Headquarters, firmly believes that everyone must have his story behind it, and there will be something touching. The relationship between design and home economy is the touch of story and emotion. Home is a container that carries life and love. Facing the abstract concept of home, thinking in the emotional aspect is more advanced than in the functional aspect. Only by using design to create more roles and handling the relationships and scenes of home well can we define a new lifestyle with design. At the same time, he also encouraged the integration and transformation of new technologies and design.
△Taiwan Traditional Chinese Signboard
Designer Chen Weixian joked that Taiwanese people have a relatively conservative personality, but fortunately, they inherited a pragmatic attitude towards life. When the mainland was driven by the rapid and developed business economy, Taiwan still retained the "slow" flavor of life, which made mainland compatriots very yearn for. In recent years, many non-governmental organizations from mainland China have visited Taiwan and are also looking forward to a Taiwanese lifestyle. The major consumption trends in the future must be spiritual. In the process of designing "consumption upgrade", the different orders of "how to do", "what to do" and "why to do" will bring different results. He called on never to forget the original intention of life.
Huang Renhong, general manager of the product headquarters of BenQ China Marketing Headquarters, added that Taiwan’s design is indeed a small phased difference from mainland design. Although it does not necessarily emphasize the latest design or product, it will definitely add some new things to use in classic products, continuing to express the feeling or value of the classic.
"The spirit and essence of Taiwan's design do not deliberately highlight who they are. This is rather an inclusiveness. On the other hand, it is also very close to the personality of Taiwanese people. Taiwanese people are kind, like friends, and are also very open. It is developed into a kind of interior design tone."
- Daguan·Zicheng International Space Design and Design Director Lian Zicheng
▼ Craftsmanship - Use exquisiteness to establish competitive barriers
Convenience store is open 24 hours a day, and the waiters in the resort hotel have left mainland consumers with the impression that Taiwanese people are good at serving. Since the birth of the first range hood of Sakura Bathroom and Kitchen in Taiwan in 1978, the "Permanent Free Oil Delivery Network" service has also become the golden signboard of Sakura. But is it enough to use "service" as a competitive barrier? Obviously not enough. General Manager of Sakura Bathroom and Kitchen (China) Co., Ltd. Zhang Yongzheng believes that the outbreak of e-commerce can be regarded as a cross-field challenge encountered by Taiwanese companies in the development of the mainland. Especially the home appliance industry that requires product experience and safety performance is slowly accepted in Taiwan. In mainland China, Sakura Bathroom and Kitchen responds from 48 hours to 2-3 hours to even faster responses, from one year warranty to 7 days of free exchange. Compared with worrying about changes in corporate organizational structure and process management, whether the financial, transportation, installation and maintenance can keep up, what is more important is response and action, and to make corrections and supporting measures, brand linkage, and marketing strategies in "fast".
△Taiwan Street View
There are many hidden champions in some professional fields that are "small and beautiful". In many meticulous technical processes, Taiwan’s quality has its own advantages and is easy to win the favor of high-end users. This is also an important factor in the premium of Taiwan’s brand. There are giant companies like Haier and Midea that are hundreds of billions of dollars in the home appliance industry, while most Taiwanese brands start from small and medium-sized brands. Therefore, Mr. Zhang, Sakura Bathroom and Kitchen, emphasized that to be professional to the extreme, solve consumer pain points, and to make good products is the way to survive.
"When it comes to the advantages of Taiwan's design, I think it is for everything to be willing to calm down and study it thoroughly from the inside out. This is not only for completing a project, but also from the spirit of craftsmanship and craftsmanship that is loyal to one's own deep cultivation."
- Zhang Xianghao, Design Director of Yitai Space Design Firm,
In the mainland market, the challenges of various fields and industries, there is no longer a distinction between international brands, domestic brands, and Taiwanese brands. Establishing competitive barriers is not only about making up for shortcomings, but can brands stand on their own in all evaluation directions? When reform and opening up reaches this stage, corporate leaders need to think comprehensively.
In this regard, Yitai Space Design Zhang Xianghao said that the international view of Taiwanese designers is also a point that cannot be ignored in dealing with the current international mainland market. "In the international market where competition in mainland China is very fierce, especially in cities like Shanghai and Beijing, Taiwanese designers have significant advantages. Because of the tone and technique of design, they can be directly connected or matched with international styles."
In the future, the new force of Taiwanese brands
11111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111 Consumers use the three keywords "design-feeling, exquisite and caring" to outline the overall impression of Taiwanese products. Some niche brands rely on the establishment and export of Taiwanese lifestyles to the world to quickly harvest the post-90s and post-00s who are interested in consumption. It can be said that how Taiwanese businessmen can get different benefits in the mainland is related to what kind of new IP they create in Taiwan’s quality. Thinking-What kind of new IP does Taiwan quality need? Lin Youyu, general manager of the marketing department of
, analyzed that cost is not the advantage of Taiwan's quality, service and cost-effectiveness are. Even for disinfectant-resistant products, companies are thinking about how tiles can play a greater value as wall decorative materials? Therefore, in combination with the indoor environment issues that consumers care about, Champion Tile took the lead in the industry to launch negative ion ceramic tiles in 2015. By using high-purity negative ion powder, a negative ion functional layer is formed on the tile embryo, allowing the product to permanently release negative ions from the inside to the outside, creating environmental protection and green as a brand IP. Turn building materials into smart purification products that do not require plug-in. Keeping pace with the trend of social aging, consumers will benefit more.
According to Chen Huijing, general manager of CHANDO, the representative of contemporary fragrance aesthetics, she founded the scent brand in 2009, and its parent company was established in Taiwan in 1977. After experiencing ODM and export and export business, she insists on the uniqueness of new products and uses a pleasant sense of smell to convey the enthusiasm of life. Therefore, the formula of Chinese clay was changed and combined with Western fragrances to create "scattered fragrance porcelain" to open up the mainland home fragrance consumption market. In 2018, CHANDO and the classic cartoon character IP, Hello Kitty, officially reached a cooperation, and obtained the exclusive authorization of Hello Kitty's first space aromatherapy product. The two parties will create a cute Hello Kitty version of aromatherapy to meet more Kitty fans and consumers' longing for home atmosphere and life aesthetics.
△Taiwan Cultural and Creative Park
BenQ Dentsu, founded in 1976, came to Suzhou to set up a factory in 1993. It is currently operating with projectors and other new upstream and downstream businesses in the mainland market. Huang Renhong, general manager of the Product Headquarters of BenQ China Marketing Headquarters, has been proud of himself. In recent years, companies have gradually found the true model of the second round of development of Taiwanese brands in the mainland, and have fought a good brand positioning battle on the basis of clarifying brand positioning. BenQ ranked second in sales in the mainland projector market, diluting the market share of Japanese brands. Only by turning an industry from the perspective of volume and building a brand structure can the top brands have the opportunity to win the industry's voice.
Mr. Huang also used the development of display products as an example to illustrate the two business thinking of Taiwanese companies, and their core competitiveness has expanded outward and maintained the same pace as the market. Then what step should companies take to think about now? BenQ displays have technical strengths, but they are still a product that can be used to make small profits when the market environment is good, and when the market environment is bad, all the previous efforts will be wasted, and all the profits made in the past two years will be lost.This requires changing ideas. Among the products that run the volume, focus on several segmented and happy markets, such as e-sports, high-tech photography, vision protection ergonomics, and launch targeted products and designs.
He believes that the problem faced by Taiwanese brands is that in the next stage, if you continue to build a large number of undifferentiated brands, Taiwanese companies will not be able to beat international brands and domestic big brands in the mainland. How to find the right positioning in a specific market and create something unique? Taiwanese companies have opportunities in every market segment.
Thinking-What kind of new retail does Taiwan quality need?
If the first hurdle that Taiwanese companies have overcome when they come to the mainland, then "new retail" is the second hurdle that is facing them, and what is even more severe is that this time, foreign brands, Taiwanese brands, domestic brands, etc. are all standing on the same starting line, and it is more intense to seize the track.
As Chen Huijing, general manager of Xiangdu CHANDO, said, from forming an agency and direct sales system on a piece of white paper to stepping into the trend of mobile payment, trying new things on e-commerce and overseas shopping platforms. It is a very rare experience to do retail in the mainland market.
△Taiwan original IP
The current business information is too transparent and there is too much information. Before "doing it right", you must first "find the right one". Whether online or offline, what you care about in retail is ultimately where the abortion is? Xiangdu tries to find places with more crowded flow in different business formats to cooperate, such as high-end clothing brand stores, Banshan Bookstore, Yanjiyou, k11, etc. Whether the target customer group will enter the counter or store must conduct a good income and expenditure analysis before opening. When opening a store online, you must first turn yourself into an online shopping expert, understand the online shopping environment and rules, and understand the e-commerce database. There is a lot of traffic on the bottom line today, and you need to observe which platform to buy things on. There are also some independent online stores, KOLs, and self-media. Where can they influence the more focused people? It is a process of continuous learning and trial and error. Any innovative retail model that appears in the market is worth learning from by business personnel.
Huang Renhong, general manager of the Product Headquarters of BenQ China Marketing Headquarters, gave suggestions from human resources and marketing: leave a small number of people to operate traffic products, and on the contrary, increase the proportion of people promoting in new markets and segmented markets. Because traffic products rely on prices, not on manpower. It is more valuable to sell a thousand desk lamps with a high average customer price, which is more than 10 times more than the number of desk lamps with a low average customer price. What is difficult for traditional companies is not to seize market opportunities. The most difficult thing to change is to change the organizational structure and dare to take traffic risks after seeing market opportunities. Only by having core competitiveness and being able to accept the latest market tools can you have a better chance to keep up with the pace of the mainland market.
BenQ launched a desk lamp that is famous for industrial design three years ago. It is sold purely online at a price of 1,000 yuan, and has become an "Internet celebrity" in the desk lamp industry. When consumers are not familiar with the brand and product and cannot experience it on site, they convince consumers through online marketing that they are worth paying for this lamp. After two or three years of training, the online sales of this lamp are about 2,000-4,000 units per month.
How to select the most suitable consumers, create brand uniqueness in a specific circle, and achieve the effect of "it is the one I want the most"? First of all, we must be clear about who the target customer group is? What are their demands? How to tell stories and advantages in words he understands, touched her so much that she really wanted to buy this product as a reward for her life. Service and quality are just the foundation. Emotional appeals are the foreshadowing of consumption. When a target user wants to consume one day, he can be recalled at the first time.
TAYOHYA senior director of physical channels of diverse houses Pan Xishen believes that Taiwan’s accumulated humanistic advantages can be iterated in the mainland and handed over to the more pure post-80s and post-80s generations who are "a sense of happiness in pursuing life". Since entering the Chinese market in 1998, household daily necessities have completed the first phase of their layout in supermarkets and department stores thanks to the dividends of flat channels. Entering the second stage of mobile Internet, TAYOHYA diversified houses are doing new attempts such as online and offline traffic diversion and community member absorption.Increased customer acquisition costs are the norm, and it is very important to give consumers a scenario of experience conversion in the future. In mid-June, Duodiang House will open a new business integrated store that integrates catering retail and experience content in Xuhui Binjiang. This shows its understanding of new retail. Mr. Pan emphasized that scene marketing and content marketing that e-commerce platforms cannot do can be done in compound physical stores in the future.
Create a happy life. Taiwanese compatriots have no shortage of experience. Advocating "life aesthetics" is the fundamental motivation to reshape the new retail industry. 40 years after reform and opening up, Taiwanese businessmen who are active in the mainland are still "creating a happy life." They are targetedly creating IPs made in Taiwan, creating opportunities to pursue happiness, packaging them into more interesting brand IPs, and guiding mainland customers to explore the essence of a happy life. (Text/Sina Home Chen Wanjing, Gu Yuanwen)
↓Click to read the original text
"In recent years, we have found that many domestic brands use buses to pick up mainland merchants to the venue one by one." Zhang Yongzheng, general manager ofSakura Bathroom and Kitchen (China) Co., Ltd., said that the current situation of the entire bathroom and kitchen industry is facing a current situation where nearly 90% of the market is occupied by mainland brands, because whether it is speed, manpower, or even a house sweeping building, the speed of mainland brands is faster than that of Taiwanese brands.
Regarding this situation, Daguan Zicheng International Space Design Director Lian Zicheng understood this way: "Because the mainland market is very large and there are many projects, and Taiwanese designers usually have small firms and small studios. Faced with such a large market, it is difficult to have a so-called strategic development model. The development of mainland enterprises is based on finance, and the entire large scale to strategy and guide the market. It is indeed difficult for Taiwanese designers to be big. This requires more knowledge and improvement."
So, what are the advantages of Taiwan's quality?
▼It's really good - we understand life more
In the eyes of brands and designers participating in the survey, "home economy" is a new term, but not a "new concept". The family economy covers the understanding and happiness of marriage from the beginning of intimate relationships to the marriage life. The "home happiness" that Taiwanese compatriots talk about represents a higher level of quality of life. Taking creating more happy experiences in home life as the original intention, the product not only starts from functions, but also from family emotions. Creating the value of emotions is creating the value of the economy.
△Eslite Bookstore
Taiwan has always insisted on using traditional Chinese characters. The behavior of emphasizing traditional culture is undoubtedly a reflection of cultural adherence and inheritance. In learning from Japan and the United States, we have retained the cultural roots of traditional China and are good at creatively transforming Chinese traditional culture, which is reflected in all aspects of culture, art, and industry.
"Taiwan Design Power" has gradually evolved to this day from the beginning "diversity, diligence, and agility" of "the first" and has a little quiet Taiwanese style.
Because of ethnic openness, we have created a diverse personality expression, and because of the implicit concepts, we are afraid of exaggeration; we have made our style low-key and steady.
explores the symmetrical complementarity of works and themes based on value beliefs; cultivates a lively atmosphere of pure wisdom and shore communication. The same is true for
, which attracted the "Taiwanese style" at the beginning; those people from that era! Why is
like this?
is so attractive to them! What is the commonality that
attracts them!
Because of spirit, care, and life...
The world is so dry and terrified! This is why
is so touched!
touches every unstable soul!
is always afraid because of status, thoughts, for culture and practice...
is always afraid;
is afraid of what!
The ethnic personality that is afraid of other people's differences in vision.
and; inherit the Taiwanese tutoring culture that "words, deeds, and intentions" taught by our ancestors.
Daily and year by year ⋯⋯
We have gone through nearly sixty years of the times, from the earliest "craft club" at the beginning to the current "interior design company".
Regarding interior design; the different styles of styles are surrounded by the rings of the times, layer by layer and spread.
made the Taiwanese style at that time constantly refined into the "life Zen" today.
The space is still so quiet...
Because of nourishment, life and practice;
Our cultural connotation promotes the quiet and secretive spatial temperament! It is also the core essence of the initial desktop style.
△Specially thanks the photos provided by Teacher Ke Shangda (me in 1978)
Today, Taiwanese culture has formed a social culture, a national culture. Most Taiwanese people today give people a sense of elegance and politeness. This cultural personality penetrates into industries or careers, and also makes Taiwanese products or products contain a cultural spirit and connotation. This is why the most touching thing about traveling to Taiwan is not its unique landscape or its industrial scale, but its cultural atmosphere and cultural spirit it conveys.
These all indicate that at present, in the market with more than 200 million middle-class people in mainland China, lifestyle products and products that convey cultural spirit will become huge support. The advantages of Taiwanese brands in this regard will become a major niche for entering this field.
"The order of building brands in mainland China is to become bigger - stronger - more refined. I suggest that Taiwanese brands should penetrate into the market but we cannot forget our inherent advantages. Be refined first and then bigger and stronger."
- General Manager of the Marketing Office of Champions Building Materials Group, Lin Youyu,
There is a line from Taiwan band Mayday that is very touching - "It is my gentleness not to disturb me." Taiwan’s humanistic environment has nurtured the gentle temperament of Taiwanese design. Ye Qinglin, director of the Product Design Department of BenQ China Marketing Headquarters, firmly believes that everyone must have his story behind it, and there will be something touching. The relationship between design and home economy is the touch of story and emotion. Home is a container that carries life and love. Facing the abstract concept of home, thinking in the emotional aspect is more advanced than in the functional aspect. Only by using design to create more roles and handling the relationships and scenes of home well can we define a new lifestyle with design. At the same time, he also encouraged the integration and transformation of new technologies and design.
△Taiwan Traditional Chinese Signboard
Designer Chen Weixian joked that Taiwanese people have a relatively conservative personality, but fortunately, they inherited a pragmatic attitude towards life. When the mainland was driven by the rapid and developed business economy, Taiwan still retained the "slow" flavor of life, which made mainland compatriots very yearn for. In recent years, many non-governmental organizations from mainland China have visited Taiwan and are also looking forward to a Taiwanese lifestyle. The major consumption trends in the future must be spiritual. In the process of designing "consumption upgrade", the different orders of "how to do", "what to do" and "why to do" will bring different results. He called on never to forget the original intention of life.
Huang Renhong, general manager of the product headquarters of BenQ China Marketing Headquarters, added that Taiwan’s design is indeed a small phased difference from mainland design. Although it does not necessarily emphasize the latest design or product, it will definitely add some new things to use in classic products, continuing to express the feeling or value of the classic.
"The spirit and essence of Taiwan's design do not deliberately highlight who they are. This is rather an inclusiveness. On the other hand, it is also very close to the personality of Taiwanese people. Taiwanese people are kind, like friends, and are also very open. It is developed into a kind of interior design tone."
- Daguan·Zicheng International Space Design and Design Director Lian Zicheng
▼ Craftsmanship - Use exquisiteness to establish competitive barriers
Convenience store is open 24 hours a day, and the waiters in the resort hotel have left mainland consumers with the impression that Taiwanese people are good at serving. Since the birth of the first range hood of Sakura Bathroom and Kitchen in Taiwan in 1978, the "Permanent Free Oil Delivery Network" service has also become the golden signboard of Sakura. But is it enough to use "service" as a competitive barrier? Obviously not enough. General Manager of Sakura Bathroom and Kitchen (China) Co., Ltd. Zhang Yongzheng believes that the outbreak of e-commerce can be regarded as a cross-field challenge encountered by Taiwanese companies in the development of the mainland. Especially the home appliance industry that requires product experience and safety performance is slowly accepted in Taiwan. In mainland China, Sakura Bathroom and Kitchen responds from 48 hours to 2-3 hours to even faster responses, from one year warranty to 7 days of free exchange. Compared with worrying about changes in corporate organizational structure and process management, whether the financial, transportation, installation and maintenance can keep up, what is more important is response and action, and to make corrections and supporting measures, brand linkage, and marketing strategies in "fast".
△Taiwan Street View
There are many hidden champions in some professional fields that are "small and beautiful". In many meticulous technical processes, Taiwan’s quality has its own advantages and is easy to win the favor of high-end users. This is also an important factor in the premium of Taiwan’s brand. There are giant companies like Haier and Midea that are hundreds of billions of dollars in the home appliance industry, while most Taiwanese brands start from small and medium-sized brands. Therefore, Mr. Zhang, Sakura Bathroom and Kitchen, emphasized that to be professional to the extreme, solve consumer pain points, and to make good products is the way to survive.
"When it comes to the advantages of Taiwan's design, I think it is for everything to be willing to calm down and study it thoroughly from the inside out. This is not only for completing a project, but also from the spirit of craftsmanship and craftsmanship that is loyal to one's own deep cultivation."
- Zhang Xianghao, Design Director of Yitai Space Design Firm,
In the mainland market, the challenges of various fields and industries, there is no longer a distinction between international brands, domestic brands, and Taiwanese brands. Establishing competitive barriers is not only about making up for shortcomings, but can brands stand on their own in all evaluation directions? When reform and opening up reaches this stage, corporate leaders need to think comprehensively.
In this regard, Yitai Space Design Zhang Xianghao said that the international view of Taiwanese designers is also a point that cannot be ignored in dealing with the current international mainland market. "In the international market where competition in mainland China is very fierce, especially in cities like Shanghai and Beijing, Taiwanese designers have significant advantages. Because of the tone and technique of design, they can be directly connected or matched with international styles."
In the future, the new force of Taiwanese brands
11111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111 Consumers use the three keywords "design-feeling, exquisite and caring" to outline the overall impression of Taiwanese products. Some niche brands rely on the establishment and export of Taiwanese lifestyles to the world to quickly harvest the post-90s and post-00s who are interested in consumption. It can be said that how Taiwanese businessmen can get different benefits in the mainland is related to what kind of new IP they create in Taiwan’s quality. Thinking-What kind of new IP does Taiwan quality need? Lin Youyu, general manager of the marketing department of
, analyzed that cost is not the advantage of Taiwan's quality, service and cost-effectiveness are. Even for disinfectant-resistant products, companies are thinking about how tiles can play a greater value as wall decorative materials? Therefore, in combination with the indoor environment issues that consumers care about, Champion Tile took the lead in the industry to launch negative ion ceramic tiles in 2015. By using high-purity negative ion powder, a negative ion functional layer is formed on the tile embryo, allowing the product to permanently release negative ions from the inside to the outside, creating environmental protection and green as a brand IP. Turn building materials into smart purification products that do not require plug-in. Keeping pace with the trend of social aging, consumers will benefit more.
According to Chen Huijing, general manager of CHANDO, the representative of contemporary fragrance aesthetics, she founded the scent brand in 2009, and its parent company was established in Taiwan in 1977. After experiencing ODM and export and export business, she insists on the uniqueness of new products and uses a pleasant sense of smell to convey the enthusiasm of life. Therefore, the formula of Chinese clay was changed and combined with Western fragrances to create "scattered fragrance porcelain" to open up the mainland home fragrance consumption market. In 2018, CHANDO and the classic cartoon character IP, Hello Kitty, officially reached a cooperation, and obtained the exclusive authorization of Hello Kitty's first space aromatherapy product. The two parties will create a cute Hello Kitty version of aromatherapy to meet more Kitty fans and consumers' longing for home atmosphere and life aesthetics.
△Taiwan Cultural and Creative Park
BenQ Dentsu, founded in 1976, came to Suzhou to set up a factory in 1993. It is currently operating with projectors and other new upstream and downstream businesses in the mainland market. Huang Renhong, general manager of the Product Headquarters of BenQ China Marketing Headquarters, has been proud of himself. In recent years, companies have gradually found the true model of the second round of development of Taiwanese brands in the mainland, and have fought a good brand positioning battle on the basis of clarifying brand positioning. BenQ ranked second in sales in the mainland projector market, diluting the market share of Japanese brands. Only by turning an industry from the perspective of volume and building a brand structure can the top brands have the opportunity to win the industry's voice.
Mr. Huang also used the development of display products as an example to illustrate the two business thinking of Taiwanese companies, and their core competitiveness has expanded outward and maintained the same pace as the market. Then what step should companies take to think about now? BenQ displays have technical strengths, but they are still a product that can be used to make small profits when the market environment is good, and when the market environment is bad, all the previous efforts will be wasted, and all the profits made in the past two years will be lost.This requires changing ideas. Among the products that run the volume, focus on several segmented and happy markets, such as e-sports, high-tech photography, vision protection ergonomics, and launch targeted products and designs.
He believes that the problem faced by Taiwanese brands is that in the next stage, if you continue to build a large number of undifferentiated brands, Taiwanese companies will not be able to beat international brands and domestic big brands in the mainland. How to find the right positioning in a specific market and create something unique? Taiwanese companies have opportunities in every market segment.
Thinking-What kind of new retail does Taiwan quality need?
If the first hurdle that Taiwanese companies have overcome when they come to the mainland, then "new retail" is the second hurdle that is facing them, and what is even more severe is that this time, foreign brands, Taiwanese brands, domestic brands, etc. are all standing on the same starting line, and it is more intense to seize the track.
As Chen Huijing, general manager of Xiangdu CHANDO, said, from forming an agency and direct sales system on a piece of white paper to stepping into the trend of mobile payment, trying new things on e-commerce and overseas shopping platforms. It is a very rare experience to do retail in the mainland market.
△Taiwan original IP
The current business information is too transparent and there is too much information. Before "doing it right", you must first "find the right one". Whether online or offline, what you care about in retail is ultimately where the abortion is? Xiangdu tries to find places with more crowded flow in different business formats to cooperate, such as high-end clothing brand stores, Banshan Bookstore, Yanjiyou, k11, etc. Whether the target customer group will enter the counter or store must conduct a good income and expenditure analysis before opening. When opening a store online, you must first turn yourself into an online shopping expert, understand the online shopping environment and rules, and understand the e-commerce database. There is a lot of traffic on the bottom line today, and you need to observe which platform to buy things on. There are also some independent online stores, KOLs, and self-media. Where can they influence the more focused people? It is a process of continuous learning and trial and error. Any innovative retail model that appears in the market is worth learning from by business personnel.
Huang Renhong, general manager of the Product Headquarters of BenQ China Marketing Headquarters, gave suggestions from human resources and marketing: leave a small number of people to operate traffic products, and on the contrary, increase the proportion of people promoting in new markets and segmented markets. Because traffic products rely on prices, not on manpower. It is more valuable to sell a thousand desk lamps with a high average customer price, which is more than 10 times more than the number of desk lamps with a low average customer price. What is difficult for traditional companies is not to seize market opportunities. The most difficult thing to change is to change the organizational structure and dare to take traffic risks after seeing market opportunities. Only by having core competitiveness and being able to accept the latest market tools can you have a better chance to keep up with the pace of the mainland market.
BenQ launched a desk lamp that is famous for industrial design three years ago. It is sold purely online at a price of 1,000 yuan, and has become an "Internet celebrity" in the desk lamp industry. When consumers are not familiar with the brand and product and cannot experience it on site, they convince consumers through online marketing that they are worth paying for this lamp. After two or three years of training, the online sales of this lamp are about 2,000-4,000 units per month.
How to select the most suitable consumers, create brand uniqueness in a specific circle, and achieve the effect of "it is the one I want the most"? First of all, we must be clear about who the target customer group is? What are their demands? How to tell stories and advantages in words he understands, touched her so much that she really wanted to buy this product as a reward for her life. Service and quality are just the foundation. Emotional appeals are the foreshadowing of consumption. When a target user wants to consume one day, he can be recalled at the first time.
TAYOHYA senior director of physical channels of diverse houses Pan Xishen believes that Taiwan’s accumulated humanistic advantages can be iterated in the mainland and handed over to the more pure post-80s and post-80s generations who are "a sense of happiness in pursuing life". Since entering the Chinese market in 1998, household daily necessities have completed the first phase of their layout in supermarkets and department stores thanks to the dividends of flat channels. Entering the second stage of mobile Internet, TAYOHYA diversified houses are doing new attempts such as online and offline traffic diversion and community member absorption.Increased customer acquisition costs are the norm, and it is very important to give consumers a scenario of experience conversion in the future. In mid-June, Duodiang House will open a new business integrated store that integrates catering retail and experience content in Xuhui Binjiang. This shows its understanding of new retail. Mr. Pan emphasized that scene marketing and content marketing that e-commerce platforms cannot do can be done in compound physical stores in the future.
Create a happy life. Taiwanese compatriots have no shortage of experience. Advocating "life aesthetics" is the fundamental motivation to reshape the new retail industry. 40 years after reform and opening up, Taiwanese businessmen who are active in the mainland are still "creating a happy life." They are targetedly creating IPs made in Taiwan, creating opportunities to pursue happiness, packaging them into more interesting brand IPs, and guiding mainland customers to explore the essence of a happy life. (Text/Sina Home Chen Wanjing, Gu Yuanwen)
↓Click to read the original text
