How to introduce your brand to the world market

After conquering the challenges of product development and launch, how can Taiwanese brands expand into the global market?A real brand story that demonstrates to everyone how to sell goods internationally and develop a global brand.

Create a Taiwanese brand with expertise and ideals

"Innovation, Creativity, Entrepreneurship", this slogan motivates entrepreneurs with ideals and fighting spirit to take action and advance. New start-ups continue to emerge, and people move forward with a vision. Only by developing products successfully and selling them can the enterprises earn the funds needed to support the company's operations. Building their own brands is what startups want for ultimately.

We see many success stories of brand building. Building a brand requires a variety of professional skills and talents, which is not simple. Once the product is developed, you need to market it, sell the good or service, and make money to support the business. Taiwanese companies usually look for customers in Taiwan for sales and establish a business model when they first start the company. Some brands have relatively simple products and business models, and low operating costs. They may easily make sales in the Taiwanese market, obtaining the resources and profits required for running their business.

Incubate domestic demand brands in Taiwan

Some brands require more resources when developing products, such as setting up a product design team, R&D, proofing, developing molds, applying for safety regulations, setting up production lines, production, logistics, business, marketing, etc. It is difficult for this type of enterprise to survive solely on the Taiwan market. Taiwan's market size is not enough to satisfy companies with a higher profile. Therefore, globalizing brands and products has become a must.

But entering the global market and selling in places with different languages and cultures is a challenge. Many companies that make great products cannot go beyond Taiwan and enter the global market.

Why the Nordic brands can but not Taiwanese brands?

Some people will say that there are many Nordic brands that design and develop awesome creative products and develop the brand while maintaining a small scale of sales, so why not in Taiwan?

Nordic brand
There are many creative brands in Europe that improve the quality of life

We all agree that some Nordic brands are successful and do not need globalization to survive. However, there is a significant difference between those Nordic brands and Taiwanese brands, which is the hometown market size. Taiwan is an island, there is no other option to ship goods to other countries except by sea or air. In addition to shipping costs, we also take into account the cost of customs duties and VAT. Brands established in Northern Europe enjoy the same tax conditions under the single economy of the European Union.

There are 27 member states in the entire European continent, with a population of 450 million. The geographical location includes the North Atlantic Ocean to the west, Russia to the east, the Mediterranean Sea to the south, and the North Sea to the north. , Austria, Belgium, Bulgaria, Croatia, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Netherlands , Poland, Portugal, Romania, Slovakia, Slovenia, Spain and Sweden.

Even if European brands are not internationalized, the EU market already has a market size 20 times larger than that of Taiwan. It is relatively cheap and convenient to box the product, ship it and complete the transaction within the EU. Compared with Taiwan, which has a total population of 23 million, the EU region has 20 times more business opportunities than Taiwan, so this triggers and incubates the vigorous development of European creative brands to a large extent.

How does the company expand outside of Taiwan and into global markets?

Overseas expansion has emerged as a significant and essential development path in order to generate sufficient profit for the company to remain operational. In order to attract customers from various languages and cultures to purchase, products must have the potential to be sold globally and exhibit enough uniqueness and differentiation.

Take part in international exhibitions to introduce your products and brands to global consumers

When Bone started in 2005, the world had just experienced the .com bubble crisis. The environment at that time was not as convenient as the current online world and e-commerce.

We exposed Bone's products globally through exhibitions. On January 9, 2007, our first exhibitor was at MacWorld in San Francisco. We rented a standard booth of 3x3 meters. We brought products, posters, and acrylic display stands from Taiwan, and hung them on the booth partitions one by one. We overcame all difficulties and had the opportunity to communicate with customers outside of Taiwan for the first time.

Bone participated in the exhibition for the first time, 2007 MacWorld (San Francisco)
Bone participated in the exhibition for the first time, 2007 MacWorld (San Francisco)

MacWorld is a mini exhibition in San Francisco. There were not many exhibitors in 2007, and we didn't know what kind of exhibition Bone's creative products should participate in. We made iPod protective cases at that time, because iPod is a product of Apple, so we participated in this exhibition with "Apple Computer" users as the main target. This is the first international exhibition since the establishment of the brand.

Steve Jobs

In addition to generating sales, exhibitions offer chances for media attention.

Steve Jobs announced Apple's first-generation iPhone at this exhibition. The revolutionary invention of iPhone changed everything. We no longer need to rely on bulky computers to process information, and we can use mobile phones to access information anytime, anywhere. In order to interview Steve Jobs and iPhone, the world's media flocked. Most of the Mac World exhibitors were computer software and hardware manufacturers. Bone's creative products were colorful and interesting, which has attracted quite a lot of attention and reports from international media.

This is why Bone has received so much international media coverage

Interviews by media reporters
Interviews by media reporters

Taiwanese brands gain international media coverage for their participation in international exhibitions. "Mac Life 2008 Report" interview video

Succeeded in expanding the brand's global reach and starting the process of internationalization

We successfully made contact with customers from the United States, Europe, and Japan at the first exhibition. The internationalization of the Bone began at this point.

Cebit 2008
Cebit 2008(Hannover)
Computex 2009
Computex 2009(Taipei)
CES 2010
CES 2010(Las Vegas)
2011 Ambiente
2011 Ambiente(Frankfurt)
2011 Maison&Objet
2011 Maison&Objet(Paris)
2011 Maison&Objet
Exchange with different languages and cultures
2012 CES
2012 CES
2022 Taipei Cycle Show
2022 Taipei Cycle Show
Bone Talk
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