What is the strategy for taking the first step?
 

Taiwan’s industries have always focused on research and development (R&D) and manufacturing. OEM (Original Equipment Manufacturing) still remains one of Taiwan’s key B2B business models, particularly in the textile industry. For example, many international sportswear brands source their functional products from Taiwanese OEM manufacturers, covering everything from sports shoe materials to processing technologies. When product materials and technical functions become major selling points for international brand products, Taiwanese brands naturally want to ensure that market consumers are aware of their existence. However, as Taiwanese brands excel at OEM manufacturing, how can they take a careful first step of marketing to consumers without jeopardizing the orders and trust of their OEM clients?


The cornerstone of creating a partnership is a professional image

Gina suggests thinking about using the concept of co-branding to execute this strategy:

1. Sponsor marketing activities for brand clients using the supplier company's professional image, in order to gain visibility.
2. Operate marketing efforts for material brands from the perspective of a materials supplier, emphasizing professionalism.

A high quality professional and technicality-focused brand image is the real incentive

For B2B manufacturing companies looking to move into material branding or supplier branding and attract international brand partners for co-marketing, the key isn’t how much sponsorship money is offered; it’s about how well the OEM’s brand image is built. Therefore, the first priority should be investing in one’s own professional brand image—transforming the image of an OEM factory into a high-quality supplier brand image. This is the essential first step that B2B manufacturing companies need to take.


The technical role of OEM manufacturing is also a form of branding

The "brand" role spans many diverse images. Just like the functional aspects of a product, even B2B OEM manufacturers can create a professional technical brand image. To successfully win the approval of international brand partners and gain market exposure, the most important negotiation foundation lies in how the company is perceived in terms of its brand image. If a B2B supplier can enhance its image, it can form a co-branding alliance where 1+1 equals more than 2, enabling consumers to easily recognize the Taiwanese brand behind the international brand.

[Special Column Blog Post by Brand Mentor Gina Chang]