Easepal: Transforming a Chinese OEM Supplier
As one of the world’s largest OEM suppliers of electric massaging equipment, China’s Easepal has faced increasing challenges in its traditional OEM business over the course of two decades. Since the company’s inception in the 1990s, its founder has always had the ambitious goal of becoming more than just a supplier in the global electric massager market. Easepal’s mature research and development and manufacturing capabilities have the potential to deliver some valuable opportunities in both the Chinese and international markets. With the goal in mind of becoming the international market leader, how can Easepal systematically transform itself from an OEM supplier into a global brand?
Collection: Ivey Business School (Canada)
Ref: IVEY-9B16M005-E
Format: PDF
Number of pages: 15
Publication Date: Jan 15, 2016
Language: English
Review date: Feb 1, 2016
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Description
As one of the world’s largest OEM suppliers of electric massaging equipment, China’s Easepal has faced increasing challenges in its traditional OEM business over the course of two decades. Since the company’s inception in the 1990s, its founder has always had the ambitious goal of becoming more than just a supplier in the global electric massager market. Easepal’s mature research and development and manufacturing capabilities have the potential to deliver some valuable opportunities in both the Chinese and international markets. With the goal in mind of becoming the international market leader, how can Easepal systematically transform itself from an OEM supplier into a global brand?
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Year: 2015
Geographic Setting: China
Industry Setting: Manufacturing;
Learning Objective
·To introduce the changing face of global outsourcing. ·To emphasize the transformation imperative of offshore OEM suppliers. ·To explore the options for technology suppliers to transform their business model and move up the value chain.
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