2021-11-04
Reviewer: Chen Xiaomai
"Starting from scratch" is not only the only way to start a business, but also an issue that must be faced in succession and transformation. How to find new ways to adapt to the changes of the times is the key to long-term brand operation.
Transformation means retaining the original intention while developing a unique style
The predecessor of Minglin Lace was Mingchang Lace Button Company in 1959. It was founded by Mr. Lin Maosong. It has established a good reputation in the industry due to its high quality, complete varieties, fair prices, and honest service. However, in less than five years, the craze for clothing accessories subsided, and the company faced with a large number of unsalable button accessories was bound to transform. At this time, founder Lin Maosong observed that many European and American countries would specifically buy lace fabrics, and judged that lace has certain potential and In order to improve its development, it was transformed into Minglin Co., Ltd. with lace as its main product.
After being handed over to the second generation Lin Shuzhen and Lin Yinxue, the company once again transformed and invested in cultural and creative design. They digitized the lace patterns and established the "Merosa" and "Xiao Tianma" brands respectively in 2014. At the same time, they actively participated in major exhibitions. In 2019, they were even invited to participate in Milan Fashion Design Week, allowing Taiwanese lace design to Dresses take the world stage.
"There are many potential possibilities in cultural and creative industries. Embroidered lace can be customized according to customer needs and can beautify people's lives." Lin Yihong, who is the third generation, found that in fact, customers may not be put off by the price; Know how to use and match it, and share it through online courses and salon lectures, allowing customers to understand how to use lace in clothing or home life.
“Everyone’s impression of Lace is that of a ‘supporting role’. We want everyone to know that Lace can also be a ‘protagonist’.”
At the same time, they also recruited a design team to develop clothing, hats, accessories and other products. They even produced transparent lace mask covers in response to the epidemic, allowing consumers to match the color of the masks. They also conducted industry-university cooperation with the government to let them understand the current situation. Trends and concepts also provide students with the opportunity to implement ideas into products and test market acceptance.
From B2B to B2C, face-to-face communication opens up more possibilities
Minglin Lace, which has always adopted a B2B business model in the past, hopes to let more customers - especially consumers - get to know them in recent years, through direct face-to-face communication, share the company's features and services, and understand their ideas. , and after participating in the Asian Handicraft Exhibition for many years, B2C’s popularity has indeed gradually increased.
In addition to selling products and conveying ideas, the most important thing is to take the opportunity to communicate with other companies and seek advice, and then think about whether you are suitable for similar practices or where you can improve. Lin Yihong believes that this is good for himself and the company. It’s a great learning experience. In addition, there are many foreign manufacturers participating in the Asian Handicraft Expo, which gives them the opportunity to promote international cooperation and achieve their goal of expanding the market in Asia, even Europe and the United States.
"What you like" doesn't have to be everything, just a little bit is fine
Ask Lin Yihong, was he originally interested in taking over? He shook his head and said that even though he had been working in the company since he was a child, he didn't know much about the company's operations. It wasn't until his father, who had really wanted him to take over the company, that he started talking about "sunset industries" and suggested that he invest in other industries. He reflected on and took this issue seriously.
Six years ago, when the company was undergoing a transformation, he decided to resign from his original job and return to the business that had cost his grandfather, father and two aunts almost their entire lives. He hoped that the family business could take a different path and that Minglin Lace could continue to be passed down.
In addition to participating in operations, he also integrates his favorite photography into his work. Almost all the materials and product image photos on the current official website are from his hands. I learned from Lin Yihong that "the things you like" don't have to be your entire life. A little bit can be integrated into your life in different ways to add fun and motivation to your work. This will also be another great choice. .
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