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Interview

Swiss Mirror: Global Thinking Enables Taiwan's Enterprises to Transform and Revalue

"CTC, like Taiwan's small and medium-sized industries in the past, is strong in hardware manufacturing and has a high degree of flexibility, responsiveness, and quality that has long been recognized in Europe, the U.S., and Japan, but its management is not like that of countries like Europe, the U.S., and Japan, which follow standardized procedures and the quality of its products varies from person to person." How to learn from CTC's past successes and discover the company's unique advantages, and then optimize the production line process to enhance the corporate value, is precisely the important issue encountered after taking over the company in 2009. Gaining internal trust from top to bottom is the first step for the 30-year-old foundry to evolve again.

In the process of gaining trust in design, I will continue to accumulate small victories, create stunning results in small projects or products, and through the customer's affirmation, feedback to the company, so that employees will believe that this change is the right way to go.

In order for senior staff to gradually adapt to and trust the changes, Cheng also led role-playing sessions, asking them to put themselves in the customers' shoes, in order to optimize the factory and the production process. "This is what I have learned from my failures, that any change is not to be implemented by the management in a forceful manner, but must respect the senior staff and let them understand why they are doing it, or else the staff will not be convinced, and the result will be ineffective implementation".

In addition to working hard on management, CTC has also established communication channels with the previous generation to obtain full authorization. "My father's support has been invaluable in the succession process, and I still have lunch meetings with him every day at noon and take the initiative to ask for his advice," he says. All of these management techniques are important reasons why CTC has successfully embarked on the path of brand evolution.

In addition, his past design background has provided Cheng with a very different business mindset from that of ordinary entrepreneurs from the perspective of Design Thinking.

The core of the design is to stand in the perspective of mutual benefit, to help owners to promote a solution, which is highly similar to business operations, good business operations do not stop at providing customer service, but to propose a practical solution to the customer's problems, and thus win the user's favorite, to establish corporate trust.

Zheng Zhihang did not make too many changes to the core of the enterprise's operations or products after taking over, but rather repositioned the enterprise, strengthened its business model and organizational capabilities, and increased its product lines and services in response to customer demand, so that after undergoing the transformation and hardening of the successful enterprise in the past, it can take into account both the historical continuity and continuous optimization.

CTC's efforts are also evidenced by customer feedback. In the past, CTC's customers often failed to pass the standard when visiting factories to inspect the quality of the process, but after the optimization of the workflow, the success rate of customers' visits to factories has greatly increased, and they have even successfully penetrated into the indicative supply chain, which has made CTC's corporate innovation step more stable and solid.

With his past design background, Zheng Zhihang's design thinking perspective provides a very different way of thinking from that of ordinary entrepreneurs in running a business.

Participation in branding, the level should be pulled up! The layers have to be broadened and be consistent in order to effectively demonstrate the brand's strengths!

Successful re-branding is not a one-step process, but rather a process that can only be accomplished when the internal and external conditions of the company are in place, and for CTC after the organizational restructuring, 2016 is the perfect time to do so. Zheng Zhihang has a clear understanding of branding: "Rebranding is not about creating a new brand, but rather about extracting and refining the company's strengths, while communicating them clearly to the outside world. The core values of the brand must be in line with the company's vision, so that the brand can be the same on the inside as it is on the outside, and the company's values can be expressed internally as well as externally.

For this reason, Zheng Zhihang is quite adamant about making every member of the company understand why rebranding is necessary and what benefits it will bring to the business. Not only did he require all first-level executives to participate in brainstorming sessions, he also sought to identify corporate values that could withstand the test of the market. After effectively building a consensus within the company, the support of a consulting firm with rich experience and successful cases in various industries is an added advantage, which not only helps the internal communication of the company, but also effectively demonstrates the brand's strengths.

After close communication with Pro brand consultants, CTC successfully presented a new look for its brand. Take the new corporate website as an example, in the past, CTC's corporate website was the same as many small and medium-sized enterprises' websites in Taiwan, the website was relatively sunny and even not searchable in many areas, which is a big problem in the information age. After the relaunch of the website, not only did the time spent on the website, effective browsing, and repeat visit rates increase significantly, but CTC's potential customers from all over the world were also amazed, and then took the initiative to make an appointment to visit the website. The excellent results are not only reflected in the performance, but also in the recognition of the many awards CTC received last year, the rebranding has successfully conveyed the spirit of consistency both internally and externally, and has effectively attracted the attention of the award judges, allowing CTC to stand out from the rest of the outstanding companies.

Taiwan faces the next generation transition from industry globalization to brand globalization.

The success of Taiwan's hardware foundry in the past 30 years has indirectly framed the transformation of enterprises. In the face of SMEs facing transformation and transition, Cheng Chih-Hang believes that CTC's provision of a small number of diversified, long-tailed, high-quality products, and its role as a service provider for key components and key manufacturing in the industrial supply chain, is precisely the right place for Taiwan's enterprises to be in the future.

Similar to Germany and Switzerland, there are many excellent SMEs in Taiwan, but their brand value is seldom known. SMEs in Taiwan need to let the market and the world know what makes them unique and excellent, and to effectively communicate their brand value from the ambiguous inner light, and at the same time, utilize the strengths and qualities of the Taiwanese people (resilience, speed, and high quality) to continue to stay in Taiwan, which will lead to the upward elevation of the whole industrial chain.

Speaking of the future, Cheng said confidently that CTC will focus on the core competencies of the enterprise, follow the trend of industrial computers, new energy, electric vehicle technology, etc., develop forward-looking product lines and solutions, and change from a provider of components to a facilitator that guides and assists customers in their growth, and expects CTC to become an important engine that drives the world's sustainable technological development, and to become the most dazzling and invisible champion of the industrial sector.