I Jang's "Ogee" Brand Succeeds in World Markets

The I Jang Industrial Co. was established in 1987 with a capital of just NT$5 million (US$147,059 at NT$34:US$1) to make simple metal racks and related products. Today its capitalization has grown to NT$265 million (US$7.79 million) and the company has developed into one of Taiwan's foremost manufacturers of knock-down (K/D) metal display racks, computer desks, and wire household products including multifunctional stands, hangers, dining carts, and storage cabinets.

The company has won success over the past 20 years by using advanced manufacturing technology, a strong R&D team, strict quality control, and a pragmatic working spirit to turn out high-end metal products that have established a solid niche in the world market. Ever since its inception I Jang has used only the most sophisticated foreign-made production equipment to assure product quality and maximize production efficiency. Great care is taken with all processes from design, the selection of material, and manufacturing to assembly, testing, and packaging.

In recent years I Jang has established its own "Ogee" brand and promoted it successfully in Japan and the United States. It is also gaining popularity in Taiwan's domestic market. "We actually established the 'Ogee' brand for our products in 2001, but it has won a high reputation and become popular in the Japanese and American markets only in the past couple of years," comments Chen Shih-yueh, the company's president.

"Our 'Ogee' mobile storage rack won the 'Best Editor' award at an international office furniture show in New York last year, and the American government has reportedly purchased 'Ogee' racks for its offices," Chen reports proudly. "The rack can be moved easily and freely, and it can be designed to meet customers' special needs."

The president notes that the "Ogee" brand comes in three varieties: "Super Ogee" for racks and related products used in public places such as supermarkets, shopping malls, factories, hospitals, warehouses, and restaurants; "Home Ogee" for racks and related products used in offices, homes, and other private areas; and "Light Ogee" for portable K/D products. This last brand is not yet on the market, but is scheduled for introduction soon.

The Pivotal Importance of Employees

Chen believes that the success of an enterprise hinges mostly on the performance of its employees. "People have to work hard if they want a rich harvest," he explains. "Our employees know how rich is the harvest they will reap, because the harvest is the result of their own efforts." Employees are motivated by a wage-plus-bonus compensation system that links their income to their performance and contribution to the company.

When the "Ogee" brand was introduced, it garnered revenues of NT$16 million (US$470,588) in its first year and NT$40 million (US$1.18 million) in its second year. In 2005 the figure soared to NT$90 million (US$2.65 million), and the projection for "Ogee" sales this year is a whopping NT$140 million (US$4.12 million).

This brand has helped I Jang reinforce its reputation in both the domestic and overseas markets, and in view of this success the company plans to introduce two more brands in the near future—Majesty & Humanity (MH) and EZ Hand—in a bid to further diversify and expand the market for its products.

I Jang's total revenues grew from NT$470 million (US$13.82 million) in 2004 to NT$570 million (US$16.77 million) in 2005, and the firm has targeted continued expansion over the next several years: NT$700 million (US$20.59 million) this year, NT$840 million (US$24.71 million) in 2007, and NT$1 billion (US$29.41 million) in 2008.

"For sustainable operation," Chen emphasizes, "an enterprise must rationalize and simplify its manufacturing processes, management, and products as well. It is also important to treat your employees well, because they are pivotal to your success."

I Jang values its employees and treats them like family members, Chen comments. "We work together and share pain, happiness, and profit together. This is our corporate culture, and our philosophy."