2011/SMEWG33/SEM1/007. Tai-Hwa Pottery. Submitted by: Chinese Taipei

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1 2011/SMEWG33/SEM1/007 Tai-Hwa Pottery Submitted by: Chinese Taipei Seminar on APEC Global One Village One Product Models Bangkok, Thailand 14 December 2011

2 Outline 1

3 2

4 3

5 2012/1/ ~1990 Original Equipment Manufacturing (OEM) - focus on the produce of pottery body or monochrome- glaze pottery that used for decoration. The main export market is Hong Kong. 4

6 5

7 2012/1/ ~1995 Original Design Manufacturing (ODM) -the pottery paint and g are modeled after design the antique (China Japan). 6

8 Imitated Japanese Glaze 7

9 8

10 In the end, the local pottery industry fell into rapid decline in its manufacture and economy. The process of enterprise reform and development. TAI-HWA POTTERY still insists on staying in Taiwan. 9

11 I. Beliefs 1. from manufacturing to be a cultural and create industry. 2. Re-start t from the new insight i and innovation that based on the combination of tradition and modern thinking. (Create the products can present Taiwan sprits and images and belonged to modern citizen and society.) II. Strategies 1.change the business model -ceramic product high valueadded aesthetic product. -Manufacturing industry cultural industry, art industry and humanities industry 10

12 2. The workshop are arranged and established with open and creative attitudes Glaze-development workshop for researched monochrome-glaze to enhance the color quality. 11

13 12

14 1988 Started the Art Studio for research and ddevelopment of ceramic painting to enhance the skills of painting crafts. 13

15 14

16 15

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18 1995 Established Tai-Hwa Ceramics Learning Centre, combining industry and education activities. 17

19 18

20 1995 Collaborated with hundreds of artists to create art works using ceramic materials and to improve product value 19

21 20

22 21

23 1999 Founded the Tai-Hwa Art Center for exhibitions and visiting artists lead pottery industry to add its industryvalue and aestheticism. 22

24 23

25 The process of enterprise reform and development 3crossind stries alliance and d al brand 3.cross-industries alliance and dual-brand marketing strategy. To use the abilities of both extraordinary design and manufacture techniques cooperate with well-known designer to produce tableware for sell to world-renowned hotels 24

26 25

27 26

28 The process of enterprise reform and development 4.cross-industries alliance and dual-brand marketing strategy. To use the abilities of both extraordinary design and manufacture techniques cooperate with well-known designer to produce tableware for sell to world-renowned hotels 27

29 28

30 1. Open The factors to achieve the success of TAI-HWA POTTERY brand - open the places (pottery factory and painting workshop etc.) to attract the public including people in domestic tourism, foreign tourists as well as foreign officials. - open the firing techniques equipments and glaze formula to encourage artists to try to create innovated craftworks. through the form of open to expert and through the form of open to expert and practice the pottery produce process and spirits, and gain the support of techniques to establish reputation and form brand image. 29

31 2. The application of government resources - By the foreign officials to visit TAI- HWA POTTERY to achieves the effect of word of mouth marketing. Pottery workshop and Art studio both are opened to visiting for the public. - Research and develop the tableware presenting Taiwan characteristics to provide the use of President Palace or government agencies 30

32 President Ma Ying-Jeou brings Taihwa s products as a gift while visiting other countries Taiwan ambassador posts in Vatican carrying ceramics vase made by Taihwa Pottery to Pope. 31

33 3. Collaboration with famous hotels to offer various and customized tableware. Cross-industries alliance Cross-industries collaborations Brand alliance Artists participation Thanks for your listening! 32

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