ABSTRACT

This chapter presents an overview of how Hongson successfully established its self-owned brands in the world market. In its early stage, Hongson exported mainly cheap slippers, sandals, and footwear for women and children. Its major operations included taking buyers to plants; acting as a broker between the plants and foreign importers; product development; design; and inspection jobs. The footwear industry is extremely important in Taiwan’s economy. Since the end of the 1970s, it has become the third-largest export industry, second only to the textile and electronics industries. In the late 1970s, Hongson was exclusively an exporter. During the past decade, however, the company was transformed into an international corporation specializing in footwear with self-owned brands. Its success was mainly the result of appropriate strategies that were in accordance with favorable environmental conditions.