Insight
Gearing up for global turbulence as a sustainable brand.
This is the best of times and the worst of times.
A Tale of Two Cities, a world-famous novel written by Charles Dickens against the backdrop of the French Revolution, opens with this very famous passage: "It was the best of times, it was the worst of times"! Unexpectedly, the description of the social background of more than a century ago has transcended time and space, and is now being played out again.
Trump recently threw another shocking bomb announcing the imposition of 10% tariffs on 300 billion U.S. dollars of mainland products exported to the U.S. from September 1, followed by a sharp drop of nearly 300 points in the U.S. Wall Street stock market from the original rise of nearly 300 points, the uncertainty of the market situation has left many companies and investors in a state of disarray.
Although the trade war between China and the US is nothing new, as the world's two largest economies, the trade volume, which often exceeds hundreds of billions of US dollars, is still strongly affecting the neighboring countries associated with it. Take Taiwanese businessmen for example, manufacturing OEMs are fleeing China in a bid to find other manufacturing bases around the world and rebuild their production lines. The trade war has brought unprecedented impact on Taiwanese businessmen, and their past investments will only go down the drain.
But for Taiwan, where energy is abundant and invisible champions are everywhere, there is a chance of survival. History has taught us that instability brings about a redistribution of wealth, and the so-called heroes are often born in response to such a situation. According to statistics from the Ministry of Economic Affairs (MOEA), the amount of capital flowing back from China to Taiwan for investment in plants and equipment has reached 270 billion yuan so far, and the MOEA boldly predicts that the amount of investment by Taiwanese businessmen flowing back to Taiwan this year will be as high as 500 billion yuan, and will be even higher in the future. Nowadays, the crossroads of destiny has arrived, "To be or not to be", Taiwan definitely has the energy to stand firmly at the height of the world by following this break, as long as the enterprises will sort out their image and height, standing firmly in Taiwan towards the international arena, which is just around the corner.
Taiwan's turnaround in the midst of a trade war, ready to go, ready to go!
In the face of such a trend, what kind of image should Taiwan adopt to face the international community? According to the National Development Council, Taiwan's demographic dividend will disappear by 2027. Since we cannot compete on quantity, we can only compete on quality, and the government should strive to take the lead in bringing out the image and quality of Taiwan as a whole, so that Taiwan's people, Taiwan's enterprises, and Taiwan's industries will be able to stand on the international stage, and represent the brand of "Taiwan". Prof. Chunshan Chen, Chairman of the Global Brand Management Association, said, "We must follow the example of Switzerland, where talents are globalized from the inside, and move towards the internationalization of talents, and even further towards a 'global brand'" The cultivation of talents is really important on the road of "branding", and it is even more urgent under the wave of this trend.
( Read more:
Swiss Mirror: Global Thinking Enables Taiwan's Enterprises to Transform and Revalue )
Face the world and reflect on yourself
While we look forward to the promotion of national policies, we can also look back at our own enterprises and industries to see if we are also working in this direction. While enterprises expect their employees to contribute, they should also create unique employee values and operate their own employer brand to prepare themselves for the internationalization of their talent pool. As the saying goes, "What you take from society, you give to society." If a company wants to maintain its prosperity, corporate social responsibility and sustainable management must be embedded in the brand spirit in order to ensure an endless supply of social resources, making Taiwan's society as a whole happier, and laying a solid foundation for moving toward becoming a "global brand".
Taiwan, with all its vitals, just needs to take one more step forward and let the world see it.
This is not an era where you can go it alone, but in order to cooperate, you have to be seen first. From "personal brand" to "corporate brand" to "industrial brand" and even "national brand", the market map is gradually shifting, and if you want to go international, you must have a global branding mindset at every step, and the invisible champions should not give the biggest profits to the brand owners. Martin, the founder of Process Pro brand, often says: "self-confidence! Taiwanese people are very much like the Swiss, so they can have more confidence in themselves. Taiwanese and Swiss are very much alike, so we can be more confident in ourselves. Enterprises and industry operators do not have to be arrogant, they should look at the world and go out of the world, from big countries to small individuals, they should have brand thinking, and Process Pro will accompany you to break through the road of branding.
( Read more:Brand Building Journey: The Necessity of Partnership )