With the rapid economic growth and the rise of the new middle class, we are on the eve of the explosion of consumer brands. Consumers are increasingly focusing on product, brand innovation and human service experience, and are beginning to find more meaning in their own consumption process. .

In the era of new consumption, the transformation of consumption patterns has greatly rewritten the competitive landscape of business.

The mainstream of consumption has shifted from “commodity consumption” to “brand consumption”.

The competition between enterprises shifts from "price competition" to "value competition".

The internal challenges of the enterprise shift from “management control” to “activation of innovation”.

In the face of the challenges of new consumption, how can traditional business inject new vitality?

For enterprises, who can effectively use "humanistic aesthetics", "brand design" to impress young people, establish sustainable and equal communication relationship with young consumers, use design thinking to activate internal innovation, and achieve transformation and upgrading, whoever Will win the victory in the new consumer environment.


Taiwan, after experiencing rapid economic development at the end of the 20th century, not only pursues speed, but also cares more about what it has accumulated, and maintains a constant love for things, knowing how to let time create the final result.

And before the mainland began to use humanities, design and creativity to empower business innovation. From thinking about "product manufacturing" to using creativity and design to give products "new meaning", starting from the local level, operating global business.

In the market with a population of only 23 million people, there are a large number of international humanities and diverse innovations such as Eslite Life, Huashan Cultural and Creative Park, Tao Zuofang-Wu Er Tang, Yunmen Dance Group and Lavender Forest. Influential brands, and creative communication works that affect the international community, such as “The Great Relationship Program, East Market Transformation, Bus Change to Forest”, Wal-Mart “Women Lab”, “Tea Party”.

Gradually form a creative thinking system with oriental humanistic temperament, and promote the upgrading of traditional industries through insights into the users of culture.

The 21st century is an era of knowledge economy and an era of creative economy.

Mainland China has experienced rapid economic development for more than 40 years, and it has also promoted the development of “diversified” consumption patterns. The market is further subdivided, speed and scale are no longer the only indicators, investment-based economy will be dead end, creative economy and knowledge-based economy will replace it. .


From September 18th to 24th, Taiwan brand new consumption and creative industry study tour re-opened, and invited Taiwan Ogilvy & Mather, TCCE Taiwan Cultural and Creative Exchange Association Secretary-General Zhou Wenhai to lead the whole process, including Eslite Life, Tao Workshop - Brand operators such as Bujitang.

Focusing on "creative and business", "Wen Chuang IP and design thinking", "new consumption form", through deep human experience, international creative person teaching, brand visits and business exchanges, let you deeply understand why Taiwan can Form a strong creative stability, and reflect on the current new consumption patterns and the latest practical experience.

Let us think about our own business innovation possibilities in Taiwan, and bring creative power back to our own field and activate innovation!