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Asia University Holds “HIWIN Forum — Outstanding CEO”---

Li-Heng Chen, Founder of Franz Porcelain, shares his viewpoint that brand building is to insist on being oneself, open one’s mind, and achieve success for other people as well as for oneself.

Li-Heng Chen, CEO of Franz Porcelain, sharing his brand building experiences in “HIWIN Forum — Outstanding CEO.”

Li-Heng Chen, CEO of Franz Porcelain, sharing his brand building experiences in “HIWIN Forum — Outstanding CEO.”

  “HIWIN Forum — Outstanding CEO” was held on Dec. 10 by Asia University (AU) and HIWIN Technologies Corp., and hosted by AU President Jing-Pha Tsai and HIWIN General Manager Hui-Qing Tsai. Li-Heng Chen, CEO of Franz Porcelain, was invited to share the success of brand building for his company, a leading brand in the cultural and creative industry in Taiwan. He said that brand building was to understand oneself, insist on being oneself, open one’s mind, and achieve success for other people as well as for oneself. “Brand building also means to strive to gain a foothold, create the meaning and value of life, and live a life of quality, taste, and character,” said Chen.

    Additionally, a quotation from the Japanese animation Spirited Away — “we could not find the way home if our names were stolen” — was made by CEO Chen in the forum. He said that in the past he made a fortune by manufacturing for other brands, but when he saw the finished goods labeled with someone else’s brand, he felt like an “invisible pig,” losing himself while eating a lot. Having been scolded “pig” in German in Germany and Switzerland, he realized the necessity of being himself, and so at the age of 40 he determined to establish his own brand — Franz. Since then, Chen has set up more than 6000 sales points in 56 countries and nearly 200 company-owned stores in Great China. With them, Chen spread to the world widely the elegant fashion of porcelain which integrates aesthetics of both the Eastern and the Western.

  In the long way to build his own brand, CEO Chen has encountered a lot of frustration. Every year 5000 pieces of blueprints are produced in Franz Porcelain for customers, in which 1000 pieces are selected favorably and only 200 pieces sold well in the end, meaning that the success rate is only 4% and his company has to risk 96% failure. “It is a nature of human beings to make mistakes,” said Chen. “We’ll become stronger to overcome frustration only when we accept our mistakes without suspicion.” By saying so, Chen encouraged students to keep up innovation to make their own brands and never give up in the journey of life.

Franz CEO Li-Heng Chen saying that brand building is to understand oneself, open one’s mind, and achieve success for others as well as for oneself.

Franz CEO Li-Heng Chen saying that brand building is to understand oneself, open one’s mind, and achieve success for others as well as for oneself.

  CEO Chen also pointed out that starting a business of one’s own brand should be taken seriously and that four elements, including money, personal network, creativity, and value chain, must be considered in advance. That is why he did a thorough assessment before founding Franz Porcelain, and ran it with care afterwards. He said that it had taken great efforts to maintain the brand since Franz Porcelain was established 10 years ago and that technology could be a useful tool for brand building. According to his experience, it requires sympathy, courage, as well as good interpersonal communication to be successful in one’s career.

  During the speech, CEO Chen raised a question, “How would you promote Franz products to department stores in 10 minutes?” and received a lot of responses from the audience. He explained that good knowledge of products and customers’ needs helped to convince buyers and that it was brave and important to express one’s unique views and offer customized sales besides understanding competitors and market shares. He continued to say that it would be a great progress for successful promotion when buyers were attracted to focus more on products and show interests in doing business.

  In reply to the question that as a local brand how Franz Porcelain was named, CEO Chen said that the company was named after his German name “Franz,” which stood for freedom and creativity. He hoped to have his dreams come true by conveying the idea of continuous innovation and integrating his ideal into the design of products through Franz.

  Asia University has cooperated with HIWIN Technologies Corp. and held “HIWIW Forum — Outstanding CEO” for two years so far. Seven famous entrepreneurs in Taiwan, including Fei-Long Chen, Chair of Namchow Group, and Cheng-Yun Ku, Chair of Taiwan Cement Corp., were invited to give speeches, sharing their stories and experiences of starting businesses.

 

“HIWIN Forum — Outstanding CEO” took place in the International Conference Hall of Asia University and attracted many teachers, students, and experts in the industry to occupy all seats.

“HIWIN Forum — Outstanding CEO” took place in the International Conference Hall of Asia University and attracted many teachers, students, and experts in the industry to occupy all seats.

Li-Heng Chen (in the middle), CEO of Franz Porcelain, sharing his experiences of brand building with Jing-Pha Tsai (on the right), AU President, and Hui-Qing Tsai, General Manager of HIWIN Technologies Corp.

Li-Heng Chen (in the middle), CEO of Franz Porcelain, sharing his experiences of brand building with Jing-Pha Tsai (on the right), AU President, and Hui-Qing Tsai, General Manager of HIWIN Technologies Corp.

 

 

A picture of Li-Heng Chen, CEO of Franz Porcelain, Jing-Pha Tsai, AU President, Hui-Qing Tsai, General Manager of HIWIN Technologies Corp, and teachers participating in the “HIWIN Forum — Outstanding CEO” at Asia University.

A picture of Li-Heng Chen, CEO of Franz Porcelain, Jing-Pha Tsai, AU President, Hui-Qing Tsai, General Manager of HIWIN Technologies Corp, and teachers participating in the “HIWIN Forum — Outstanding CEO” at Asia University.

 

 

 

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