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合隆羽藏董事長陳彥誠Olle Chen| 對話一場鐵漢柔情The Tenderness of an Iron Figure

穿過一抹紅,那是屬於合隆百年歷史的溫度,沉澱著品牌獨有羽絨印記。直觀的表達,赤熱的延展,「把事情做到美好」,於陳彥誠身上是一種浪漫雙魚的表述。

TRANSLATION | Eugenia Yang

Roaming through a dash of red, it is the temperature of Hop Lion’s hundred years of history, imprinted with the iconic feather logo. Like an intuitive expression, or a warming extension, “to make things beautiful” is perhaps the most romantic Pisces belief of Olle Chen. 

穿過一抹紅,那是屬於合隆百年歷史的溫度,沉澱著品牌獨有羽絨印記。

重塑羽絨之美

用另一種角度詮釋浪漫,那是一份坦然與直爽,2015年陳彥誠正式接班,領航「合隆毛廠Hop Lion」這艘百年航母,不到一年的時間他注入了年輕的元素,將「合隆羽藏Health Life」進行品牌再造,以西方珍貴的羽絨,揉合了東方細膩典雅之美,打造精緻羽絨織品,而其中的「藏」,更含著珍藏之意。在考量商品設計時,他透露大部分是依照資工男的角度去做設計,如何讓一個商品擁有消費體現,賣的不是商品,而是一種追求極致的消費者體驗,這一件事本身就是個浪漫,以他的語言來說,男人的浪漫或許是專注與極致的表達。

合隆羽藏董事長陳彥誠。

驅動消費價值

站在消費者角度思考,合隆羽藏首推的Total Care羽絨被管家服務,不僅洗去表面的污漬,連纖維內的髒污也一併清除。他談到許多購買者並不知道如何保養,其實羽絨無法乾洗,因為羽絨本身為動物性蛋白質,用化學的方式進行清洗會破壞羽絨本身的結構。運用合隆毛廠製造生產優勢,如何讓消費者睡得更好?

他說現階段即將推出一系列「睡美人」概念,讓消費者透過買好的產品,獲得一個更好的睡眠品質,下一步他也開始構思是否可以跳脫寢具,做一些多元跨界嘗試。訪談之際他更笑著自稱是「公司的水電工」,哪裡壞了就要去修一下,因疫情緣故在台灣時間變多,他可以更優化台灣本地的事業體,目前新竹門市正在籌備中,主打體驗型消費為主,再將其導入官網進行購買。

合隆羽藏TOTAL CARE取經日本,引進專業羽絨製品保養清潔技術及設備,幫助消費者延長羽絨枕、羽絨被使用期限。

翻轉國際迷思

相比父親陳焜耀經營模式,陳彥誠更在乎如何協助團隊取得成功,當公司遇到瓶頸,他如何帶領團隊脫離困境,「合隆羽絨做的很厲害,全世界的羽絨都找我們代工。」然而他更希望運用自己力量,導正台灣消費群體思維,或許有一種榮耀,是值得追求也值得相信,他希望台灣也能打造出優質的羽絨品牌,而非刻意追求著國際品牌質量好的迷思。創造價值,是陳彥誠做決策首要考慮的指標,在有限的框架中將產值極大化,這或許就是一個企業家的思考。回首這六年接班之路,關於一個初心的定義,他經常反思著接手家族企業時的純粹,外表嚴謹的他,流露出一絲簡單,「希望10年後合隆不需要我,我可以退居二線,創造更多的幸福。」

合隆羽藏國館門市,主打體驗型消費為主,再將其導入官網進行購買。

Reshaping the Beauty of Down 

Defining romance from a different angle is a calm and intuitive sensation. In 2015, Olle Chen formally took over and became the leader of the century-old company Hop Lion. In less than a year, he was able to incorporate young and innovative features into the company and redefined the brand Health Life. By bringing together the precious Western down and the elegant beauty of the East, the exquisite down fabrics are thus created. The word “cáng,” meaning “hidden” in English, also embodies the meaning of having a precious collection. When considering product design, Olle Chen revealed that most of it is based on the perspective of a capital worker. For a product to have the best consumer performance, it is important to acknowledge that what they’re selling is not the product, but the buying experience. To his understanding, perhaps a man’s romance is about focus and extremity. 

微、低、中、高支撐的羽絨枕,提供消費者客製化的選擇。

Driving Consumption Value

Thinking from the perspective of consumers, Health Life introduced its first Total Care service that helps its customers with cleaning their duvet covers from the inside out. Olle Chen mentioned how a lot of customers actually don’t know how to take care of their duvet covers. The truth is, down fabrics actually should not be dry cleaned because the chemicals might damage the structure of the fabric. By using the company’s own manufacturing and production advantage, how can they help consumers sleep better? Olle Chen says that a series of “Sleeping Beauty” concepts will be introduced in order for customers to be able improve their quality of sleep through the purchase of better products. In the next stage, he wants to explore other industries and try to bridge the gap between bedding and other fields. During the interview, he teasingly said he is kind of like the company’s plumber who is always trying to fix things. Due to the pandemic, Olle Chen is now spending more time in Taiwan, which gives him the chance to optimize his local businesses here. Currently, the Hsinchu store is in its preoperational stage, a location that will focus on experience consumption that will further lead to online purchases. 

羽絨和羽毛的結構差異形象照。

Turning the Tides 

Compared to his father Yao Chen’s business model, Olle Chen is more concerned about the ways he can help his team succeed. Whenever the company encounters hardship, he ponders on how he can lead it through the difficult times. “Hop Lion is doing a great job, with the world relying on us for OEM.” However, he aspires to use his own powers to guide the Taiwanese Consumer Thinking. Perhaps there is a kind of glory that is worth pursuing and believing. He wishes that Taiwan will be able to establish its own high-quality down brands and not just follow the myth that only international brands can manufacture the best fabrics. Creating value is Olle Chen’s guide when it comes to decision-making. To reach the maximum output value within a limited framework is maybe the best explanation to how  entrepreneurs think. Looking back on these past six years of succession, he often reflects on his initial thoughts when he first decided to take over the family business. Though Olle Chen may appear to be a stern figure, deep down he is a simple man. “I hope that Hop Lion will not need me after ten years. I will be able to take the back seat and still be creating more happiness.”

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