Cre­at­ing bet­ter value-added prod­ucts with TIFE 2015

The China Post - - TAIWAN BUSINESS - BY DIM­ITRI BRUYAS

Suc­cess­ful com­pa­nies un­der­stand the need for short-term in­cre­men­tal im­prove­ments that re­fresh their brand through a con­stant stream of news to cre­ate bet­ter value-added prod­ucts, even in times of re­ces­sion. They also un­der­stand the im­por­tance of the an­nual Textile In­ter­na­tional Fo­rum and Ex­hi­bi­tion ( TIFE 2015, 紡織科技國際論壇暨研發成果展) to help com­pa­nies ad­dress­ing the changes in in­dus­trial de­vel­op­ment faced by Tai­wan busi­nesses in global mar­kets.

That is for sure the ob­ser­va­tion made by the par­tic­i­pants of the in­ter­na­tional fo­rum on “Cre­at­ing Value-Added Prod­ucts by Means of In­no­va­tion and Brand­ing Power” held Mon­day on the first day of TIFE 2015.

“Ev­ery brand needs a ‘home’ or brand story that high­lights the val­ues for which a brand stands,” said Ul­rich Dausien, CEO of Yeah! AG (Ger­many) and the founder of Jack Wolf­skin GmbH. “Tech­nol­ogy is im­por­tant but in or­der to cre­ate emo­tions it is equally im­por­tant to cre­ate great prod­ucts for suc­cess in the long run.”

Hsu Hung-hsuan, pres­i­dent of Bueno Corp./Jack Wolf­skin (Tai­wan), added that com­pa­nies need to look to­ward in­ter­na­tional mar­kets for suc­cess­ful brand­ing, stress­ing that they should “never give up” be­cause it is “never too late.”

Asked whether in­no­va­tion or brand­ing come first, Dr. Olivier Lavas­tre, re­search di­rec­tor at the Na­tional Cen­ter for Sci­en­tific Re­search, France, high­lighted the “cir­cu­lar” na­ture of in­no­va­tion, tech­nol­ogy and brand­ing, mean­ing that “with­out in­no­va­tion, there won’t be any in­ter­est from con­sumers.”

“In­no­va­tion and tech­nol­ogy need to go side by side in new mar­kets,” noted Dr. Xiaom­ing Tao, pro­fes­sor at the In­sti­tute of Textile & Cloth­ing, Hong Kong Poly­tech­nic Univer­sity. “But in mar­kets that al­ready ex­ist, in­no­va­tion leads the mar­ket,” she added.

“Cus­tomers are the king, so the prod­uct should an­swer the needs of cus­tomers,” stressed Youssef Sen­hadji, tex­tiles lab­o­ra­to­ries man­ager at De­cathlon, France. “In­no­va­tion is just part of the cred­i­bil­ity of the prod­uct. If it an­swers the needs of cus­tomers, they will keep com­ing back for the prod­uct.”

Textile ex­perts par­tic­i­pate in the in­ter­na­tional fo­rum on “Cre­at­ing Val­ueAdded Prod­ucts by Means of In­no­va­tion and Brand­ing Power” held Mon­day, on the first day of TIFE 2015.

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