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Ta Cherng Embroidery Future of Traditional Industry Lies in Branding and Marketing
Organization:   Date: 2022-07-28
Staying ahead of the curve is key to success in any industry. For this Taiwan manufacturer, this means investing in technology and research that will allow it to create new innovative designs

Taiwan’s textile industry is known for its high quality and innovative products. In recent years, the country has also become a hub for high-end manufacturing, including embroidery, which has enjoyed a resurgence in popularity.

Though it may seem like an old-fashioned craft, there are now many innovative and modern ways to use embroidery to add detail and personalization without compromising on style, ranging from traditional hand embroidery to contemporary machine embroidery.
Taiwan is home to leading embroidery companies that produce original, bespoke designs, such as Ta Cherng Embroidery (大成刺繡), which has pushed the boundaries of what is possible with embroidery and used branding and marketing to bring it into the 21st century.


“Taiwan is the focus of our marketing efforts, so we’ve designed exquisite embroidery gifts with local imagery, such as magnets, luggage tags, and bag buckles,” said Ta Cherng Embroidery Chairman Liu Chin-hsien (劉金賢).
The Taiwanese company also combines various types of support, threads colors, and special effects, such as embroidery with sublimation, 3D embroidery, or glow-in-the-dark embroidery thread, to make their clients’ designs stand out.
To build on embroidery’s resurgence in popularity, Ta Cherng established Mr. Needlework (霓豆瓦克) in 2016. The custom embroidery brand offers a more diverse look and original design instead of just identifying and decorating accessories like in the past.
This trend has helped redefine how we perceive this time-tested industry by making it seem more tech-savvy. This approach has also created new market opportunities in a world where the lines between traditional and digital branding are increasingly blurred.


The development of the textile industry in Taiwan is indeed a fascinating story. From its humble beginnings to becoming an international leader, it’s pretty unique and fascinating how this has happened over time.
It all started with original equipment manufacturing (OEM), which evolved into a model where companies produced parts and finished products locally before moving on to do even more customization work for other countries around the Asia Pacific, including China.
Next, Taiwan companies moved toward original design manufacturing (ODM) to produce low-cost goods with high-quality standards — perfect for any global marketer looking to penetrate new markets.


Companies like Ta Cherng are now moving toward original brand manufacturing (OBM) to manufacture highly sophisticated items requiring full integration into the manufacturing process from the initial design phase through distribution management.
To this end, the chairman stressed the importance of connecting with customers on various levels, from product design to customer service interaction. During this process, a lot goes into ensuring that every detail comes out perfect, including colors and logo digitalization.
In this regard, OBM can provide an excellent alternative for small studios that want to offer their customers a wide range of original products and more prominent brands that might need significant volumes of items.
“It is not easy to educate and nurture talents amid the development of the industry,” explained Liu, who stressed the importance of attracting the best talents. “We can achieve better development through continuous evaluation.”


Environmental Protection at the Core of Company Management

As more and more people become environmentally conscious, many companies are also making an effort to become more sustainable. Taiwan textile companies, in particular, strive to attract talented individuals who share their commitment to sustainability.
Ta Cherng has long acknowledged that businesses must operate in a sustainable way as the world transitions into a greener economy. By highlighting its dedication to sustainability, it hopes to attract like-minded employees who can help it achieve its goals.
“Customers’ needs guide us,” Liu went on. “Environmental protection and sustainability are implemented in the procurement of raw materials, production process and packaging of finished products, providing customers with more friendly choices.”


Since its inception in 1978, Ta Cherng has also emphasized the importance of environmental protection and energy conservation, labor rights and social care, and the promotion of sustainable management, Liu explained.
The company has obtained environmental certifications from Oeko-Tex and Bluesign. It is also committed to ISO-9001 and D&B D-U-N-S manufacturing processes that demonstrate its emphasis on quality and international trade.
Ta Cherng will further complete the Sedex-Smeta Pillar 4 audit in 2022 about its labor, health and safety, environment and business ethics. That’s why it strives to implement sustainable concepts in its procurement of raw materials, production process, and packaging.
“The global market is paying close attention to the ethics of product suppliers,” he continued. “Therefore, obtaining international certifications helps us win large orders from international manufacturers, such as Walmart, Amazon, Disney, Swarovski, and more.”
— By Dimitri Bruyas (龔向華)
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