With these three tricks, Hwa Hsia Glass has successfully transformed itself from a traditional OEM factory to an Amazon e-commerce brand! Founded in 1925, Hwa Hsia Glass Group has been accompanying people's daily life for nearly a century, from soy sauce bottles, wine bottles to marble soda bottles, which have become many people's childhood memories, are all their masterpieces. Facing the challenges of the digital era, how does Richard Liao, the second-generation successor, lead the company to break through?
The old business model of Hwa Hsia Glass was like most of the Taiwan traditional factories, 80% doing export sales and relying heavily on customer orders. In order not to let a single customer dominance, business people can only "a suitcase to go around the world", visit each house. I really don't want to use this old method anymore! Liao Guanjie shared, "When my father used to go to the United States to run to customers, he flew to Hawaii 14 to 15 times a year, and after three years of traveling, he finally got through to a cashew nut manufacturer.
The first move: From Push to Pull. Mr. Liu saw an opportunity in the rise of the Internet and realized that companies no longer needed to send people out to visit customers. He explains, "In the past, companies used to push their products to customers, but now they use websites to attract customers to come to them. This paradigm shift has made the appeal of the product and the brand key.
The second move was to create his own brand, AQUA SOUL, which combines glass craftsmanship and eco-friendly concepts, for example, with a minimalist aesthetic of a 3-in-1 wine dispenser, targeting the 28-40 year old consumer group in North America. The brand gives the product a personality and starts to interact with the world, and also cultivates loyal consumers.
Do you know what is the most difficult part of the transition? Internal communication! Liao emphasizes that getting experienced employees to understand the new business is not complicated: molding times, international shipping costs, and lead times are all similar to those of the past. He holds regular briefing sessions and gives more development opportunities to those who are actively involved in the transition.
Tip #3: Utilize Amazon's platform resources. Liao Guanjie said, "Amazon has a lot of resources that our U.S. business can not reach! Through Amazon's logistics (FBA) and advertising, Hwa Hsia Glass is able to reach a wide range of customers, including restaurants, farms and florists.
What's even cooler is that Hwa Hsia Glass has also participated in the "Smart in Taiwan, Brands around the World" enterprise escort program, which makes the cross-border e-commerce road no longer a solo struggle through official counseling and mentor exchanges. Liao Guanjie is full of confidence: "Although SOUL ONE is just starting out on Amazon, I think Amazon is a very important partner for us in the future, and my goal is to see SOUL ONE become a global brand on behalf of Taiwan!
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# Taiwan Sellers # Cross-border E-commerce # Amazon Global Store # Brand Transformation # Glass Craftsmanship # Digital Marketing #AQUASOUL # Corporate Succession
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