Interview mit Charles HSU, General Manager Chevan Group (TAIWAN & CHINA )

red dot: To what extent is the exhibit presented in Shunde, the Vanguard Alta Pro Tripod, an example of globally successful design?
The Alta Pro Tripod is a very successful design project of our company. The key concepts of the design, such as the modern style, the strong product identity, the innovative consumer-oriented design and its easy operation, have proved successful in the market. This series also marks a milestone of Vanguard tripod development.

red dot: What are the strategies with which a company can also secure long-term international success?
Except for an innovative product design, marketing activities are also significant for the brand. Now our first award from red dot serves as the entry key to the market. And the product itself will convey the final image to the consumers. We believe only products with a creative design, good quality, required functions, and a reasonable price can help the company to survive in the long-term. Vanguard’s key strategy remains to keep advancing the product design and strengthening the marketing teams.

red dot: To what extent does a globally operating company such as Vanguard incorporate national and regional aspects?
Until now, Vanguard products have not been available in China. We leverage the manufacturing and product design resources in China and combine them with our overseas marketing experience to achieve international competitiveness. We aim to build Vanguard’s brand awareness in international market places first, before entering the Chinese market.

red dot: What expectations do you have with regards to future developments in the Chinese market?
We will enter the Chinese market in or around 2013. Vanguard is a Chinese brand. If we can be successful in the international market, then I believe that will be a great help for our business in the Chinese market.

red dot: Where do you see the biggest differences between the Chinese and the western market?
In the business style!  We have more than 20 years experience of international trading and we also know Chinese culture very well. We know how to benefit from these experiences and remain true to the original core values of the company.