Interview
The road to internationalization for e-commerce brands: people-oriented and continuous improvement.
Despite the lack of male-specific care products on the market in the past, HODRMEN started with a male cleanser and combined the founder's own medical background to develop a series of cleansing and care products suitable for men's skin texture in the Asian tropics. In just a few years since its establishment, HODRMEN has attracted young consumers with its lively brand communication strategy and image, generating sales of more than $10 million per year. In addition to capturing the Taiwan market, HODRMEN has also expanded into Southeast Asia, aiming to become the No. 1 men's skincare brand in Asia.
Mr. Zhu Shuxuan, the founder of Men's Research, said that the brand was founded in 2015, and it has been a journey from nothing to something, in fact, it's also a journey to find out. Men's Study Hall through the operation of e-commerce to eliminate channels and counter fees, to provide consumers with affordable prices of the top efficacy of the product, in addition to providing a series of, a full range of skin care products, targeting consumers also provide one-on-one professional consulting services, and online launch of a series of maintenance process teaching video, to help promote the knowledge and concept of skin care and cleaning.
[Interview Video] HODRMEN co-founder Mr. Hung Shen-Po (left) and founder Mr. Chu Shu-Hsien (right) share with Pulo the journey of brand reinvention.
The process of market expansion is a bit like building a house. The foundation must be stabilized before the building can be constructed.
From start-up, to research and development, to integration, many problems have been discovered in the face of expanding into overseas markets. Chu Shu-hsien said, "Men's Study Hall does not have a common language and appearance both internally and externally. Due to the internal staff's different perceptions of the brand, the lack of comprehensive unification among the design, planning and customer service departments, as well as the lack of a clear image of the product packaging and the limited effectiveness of marketing, Men's Research urgently needs to sort out and integrate the brand in the face of the brand's evolution.
EPILEDS YEH, the brand of Process, added that when you put in all the elements, it is likely to become unrecognizable and difficult to show its own characteristics. At such a critical moment, Men Yentang chooses to settle down and adjust its pace, so it cooperates with Process, starting from the basics, including internal and external analysis, customer insights, and then developing the foundation of the brand strategy, identity concepts, design application development and management, to outline the core spirit and outward appearance of the brand after its metamorphosis, step by step.
Brands are like people, they need to be scrutinized from the inside out and adjusted before they can go on a longer journey.
After a year-long re-branding process that culminated in the establishment of the brand's core values, "Pro has extracted the personality that we can't see in ourselves," says co-founder Hong Simpo. said co-founder Mr. Hong Simpo. The new brand identity and unified external visual image of Men's Institute not only convey a sense of professionalism, but also the unique taste of the brand. After Process Pro conducted qualitative interviews and quantitative data cross-referencing to analyze users' feelings, customer service colleague Gin Gin also smiled and relayed the positive feedback from customers, "They all say we've become more internationalized.
Zhu Shuxuan said that the road to branding is long and one may get lost in the process, "so we have to keep reminding ourselves to keep zeroing in and re-learning." The brand's logo takes the H from HODRMEN as an extension of its main shape, which also represents the meaning of Humble and Human. In addition to the need to remain humble and continue to improve and learn, the products are also based on human nature, and after all, products must ultimately come back to people.
ProcessPro Taiwan Honorary Advisor, Mr. Lee Kuo-rong, added that it is important to understand the pain points and benefits of customers, so in addition to exploring the preferences of the original members of Men's Study Hall, the company also understands the preferences of non-members. In order to maintain the loyalty of the existing customer base and attract new customers, finding a "relational attitude" between the brand and its customers has become the key to winning the rebranding process.
After the rebranding, Men's Hall held a press conference to welcome a wider consumer base with a new attitude.
Branding is about endurance, like running a marathon, you have to keep talking to yourself, adjusting your breathing and pace, and sticking to it.
With the rapid pace of change in today's society, success in the shopping mall can become a burden on the path of business, so it is important to return to the original purpose of the brand. Mr. Hung encourages those who are on the road of brand building that it takes strong determination and unceasing enthusiasm to make a brand, "Many people will not think highly of you, but as long as you think it's right, you have to stick to it. This enthusiasm will be the driving force behind the brand's progress.
"Puro extracts the brand personality that we can't see for ourselves."
Co-founder, Hong Simpo
