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2011/SMEWG33/SEM1/007

Tai-Hwa Pottery

Submitted by: Chinese Taipei

Seminar on APEC Global One Village One Product Models

Bangkok, Thailand14 December 2011

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Outline

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1、1980~1990Original Equipment Manufacturing (OEM)- focus on the produce of pottery

body or monochrome- glazebody or monochrome- glaze pottery that used for decoration. The main export market is Hong Kong.

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2、1990~1995Original DesignOriginal Design Manufacturing (ODM)

-the pottery paint and design are modeled after gthe antique (China、Japan).

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Imitated Imitated JapaneseJapaneseJapanese Japanese

GlazeGlaze

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In the end, the local pottery industry p y y

fell into rapid decline in its manufacture and economy.

TAI HWA POTTERY tillTAI-HWA POTTERY still insists on staying in Taiwan.

The process of t i f denterprise reform and

development.

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I. Beliefs1. from manufacturing to be a

cultural and create industry. 2 R t t f th i i ht2. Re-start from the new insight

and innovation that based on the combination of tradition and modern thinking. (Create the products can present Taiwan p psprits and images and belonged to modern citizen and society .)

II. Strategies 1.change the business model

-ceramic product → high value-added aesthetic product.

M f t i i d t-Manufacturing industry → cultural industry, art industry and humanities industry

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2. The workshop are arranged and established with open and creative attitudes.

1983 ‘Glaze-development workshop’ for researchedworkshop for researched monochrome-glaze to enhance the color quality.

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1988 Started the ‘Art Studio’ for h d d l t fresearch and development of

ceramic painting to enhance the skills of painting crafts.

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1995 Established ‘Tai-HwaCeramics Learning Centre’Ceramics Learning Centre , combining industry and education activities.

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1995 Collaborated with hundreds f iof artists to create art works

using ceramic materials and to improve product value

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1999 Founded the ‘Tai-Hwa Art Center’ for exhibitions andCenter for exhibitions and visiting artists lead pottery industry to add its industry-value and aestheticism.

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The process of enterprise reform and development

3 cross ind stries alliance and d al brand3.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

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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

ll k d i t dwell-known designer to produce tableware for sell to world-renowned hotels

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The factorsThe factors to achieve the success of TAI-HWA POTTERY

brand

1. Open

- open the places (pottery factory and painting workshop etc.) to attract the public including people in domesticpublic 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 .

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Pottery workshop and Art studio both are opened to visiting for the public.

2. The application of government resources

- By the foreign officials to visit TAI-HWA POTTERY to achieves the effect of ‘word of mouth marketing’.

- Research and develop the tableware presenting Taiwan characteristics topresenting Taiwan characteristics to provide the use of President Palace or government agencies

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President Ma Ying-Jeou brings Taihwa’s products as aproducts as a gift while visiting other countries

Taiwan ambassador posts in Vatican carrying ceramics vase made by Taihwa Pottery to Pope.

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3. Collaboration with famous hotels to offer various and customized tablewaretableware.

Cross-industries alliance Cross-industries

collaborations Brand alliance

Artists participation

Thanks for your listening!