Management Concept

　Over half century TAIYEN dedicated its time to its own business of salt production, providing people's daily necessities. However, when time came into 21stcentury, and faced the bitter competition in the market, TAIYEN, recognizing that there’re a lot of new conceptions and businesses that are crucial to its success, had to transform its production oriented activity (its main business) to a market oriented activity to satisfy customers’ needs. For this reason, enterprises or individuals, in order to keep their superiority over other competitors, have to adopt focus management strategy to put all resources together. Besides, they had to accumulate constantly the knowledge and get new ideas, and then, with “best strategy, fastest speed, lowest price, best quality, best service, special features” they might have the advantage of competition. So based on above notions and under the leadership of President Zheng, TAIYEN with a new conception of management, “Diamond Theory” explained below, went into the 21st century.

(1) Lowest price :

　The measures that TAIYEN takes to decrease expenditures are:

1. Stop production of traditional salt-field operations that have no economic benefit, which reduces the losses nearly by NT$200 million each year .

2. Reduce the sea fright of evaporated brine imported from Australia, which saves about NT$140 million each year .

3. Establish salt wash and refined salt distribution center, which saves the freight charges, loading and unloading fee for about NT$50 million each year .

　
　As TAIYEN makes an effort toward lowering the cost that let the consumers get the goods with higher quality at a lower price, which has made customers and company both benefited from it .

(2) Best quality:

　TAIYEN asks for best quality to products. Their motto is “shipping only the best; keeping only good ones on the shelf” and they insist on it. The achievements are as follow:

1.TAIYEN Ocean-generated Water, the smallest molecule (200 Nanometer), is generated from seawater. If there’s any flaw in it that will be discarded. This brand of water has the honor of being designated to use by professional golf tour game 2001, Taiwan district, and Taiwan professional major league 2002. .

2.Lu-Miel series of cosmetics are the products that TAIYEN cooperates in technique with a U.S.A. manufacturer certified by FDA (American food and drug administration), using medical equivalent collagen as raw materials and the most advanced production technology to produce. They are high-quality skin care products .

3.Bathmagic series, including bathmagic wash, bathmagic shampoo and bathmagic shampoo-refreshing, had won the National Biotechnology Cosmetics Quality Award in 2002, and the collagen for covering wounded skin won the 2002 National Biotechnology Cosmetics and Medical products Quality Award. .

4.Dietary Salt and Algae Soy Sauce were appraised as the excellent products by the 13th of “the fine food evaluation committee of the Republic of China” held by Taiwan Hsin Sheng Daily Cup.; Delicious Salt and Soft Drink of essence of Algae were awarded a prize for excellent products by the first “Food Golden Medal” held by China Times Evening Edition. .

5.TAIYEN promotes actively six standard deviations to understand fully the customers’ demand, and strictly controls every process of production to ensure the rate of good products reaching the goal of 99.99966% .

(3) Fastest service

TAIYEN’s belief of service is as follow:

1. The customer is our boss .
2. Respect customers and always offer more than their asked .
3. Dote on customers and spoil them.
4. Customers’ complaint is a voice from heaven. The customers who make complaint are company’s best friends .

　
Concrete actions:

1. Set up customer service hot line 0800-230-990 .
　
2. Persons of managerial level are 24 hours on call with their mobile phones to answer customers’ requests .
　
3. Any comments carried on Internet must be responded within an hour by relevant agencies, which is faster and more efficient than Amazon.cm.
　
4. No matter where in Taiwan, the customers, who ordered Lu-Miel series products, even it is only one bottle, will get the shipment in shortest time. It is guaranteed to refund the money if product does not work. In the cosmetic care industry, this kind of service is unique in the world.
　
5. TAIYEN assigns people to follow up the progress of domestic customers’ appeals and the ones from abroad.
　
　Because of above mentioned measures, TAIYEN obtained a golden medal prize of the seventh of Customer Satisfaction Award of the Republic of China.

(4) Special Features (differentiation)

　TAIYEN makes its products with some special features for thriving in the competitive market. Our achievements are as follows :
　
1. Lu-Miel series of cosmetics are the products that TAIYEN cooperates in technique with a U.S.A. manufacturer certified by FDA (American food and drug administration), using medical equivalent materials and Nano production technology to produce. They are quite different from other cosmetics .
　
2. TAIYEN’s Ocean-generated Water goes through nine processes of electrical dialysis. It is the only one in Taiwan that generated from ocean and has the smallest molecule in it .
　
3. TAIYEN’s “four treasures”--bathmagic wash, bathmagic cleanse, bathmagic shampoo, sea salt toothpaste – are all produced with sea salt. And in care of and clean the body they have good effect .
　
4. Dead Sea is a natural SPA, the only one in Taiwan that enriched with mineral – It is the bittern water left in the production of salt. Originally it was free for visitors to steep their feet. But, due to poor management, it did not attract much people.After remodeling, it was renamed as Dead Sea of Taiwan and became a hot tourist spot. Visitors come all the way from the U.S.A., France, Germany, and there even have tourist parties come from Japan; and it is also a tourist spot that Thai and Senegal Congressmen mention they have to visit. Though there’re so many swimming pools in Taiwan, only the so called “Dead Sea of Taiwan” will keep you floating, when you are lying or playing in it .

(5) Innovation

　Innovation in practice includes creative leadership and unit creativity – the rule for creative leadership is strictness and problem :
　
1.Strictness–Encouraging to innovate; to reward handsomely innovators who produce marked effect; to reward reasonably general innovators. To punish severely those who take no action, but spare the ones tried .

2.Problem–“Making problem and putting under pressure of it”; leaders have to find out where the problem is and solve it together with employees; cut the lease of life and seek chance to survive; bear hardship would make one live longer; good student comes from strict teacher; good son comes from strict father; as the saying of Qing Dynasty General Zeng goes, “With difficulty that thing will be done better.”

The rule for unit creativity is:

1.With some wilderness and unruliness, some self-indulgent in the activity of creation; Do not confine yourself to the tradition, right or wrong, ignorant or intelligent, but be firm to the end .
　
2.Have your own style, your own ideas or thoughts and direction; express your own pattern and taste as a professional.

(6) Speed

　Speed is an element which can break the barriers between departments, the ossified bureaucracy; can break the barriers among the supplying chain. Fast speed makes one be full of energy, vigor and ideas. It also can make company have no stock and bad material .

　We stipulate that an order placed at eight o’clock in the morning must be delivered and reach customer at nine, and for efficiency we have simplified all administration procedures.

(7) Strategy

　TAIYEN has switched her strategy from compound management strategy to focus management strategy to strong her core businesses. The so-called focus management strategy is to concentrate company’s limited resources on those that she can do and those that have additional values. That is to consolidate core businesses first, that include original core business (inedible salt and edible salt) and biotechnology business (collagen and microorganism pharmaceutical products), because in which TAIYEN has the chance to be a leader in the market. In order to echo her prospect, TAIYEN revises its strategy for “becoming an international leader in the field of biotechnology and marine science (including micro biologic product, collagen medical material and collagen cosmetics and health food)” .