One chair, many uses
Although the chair might seem unremarkable, it has demanded great expertise through every step of the process-from manufacturing to overseas marketing.
Steeped in furniture manufacturing from a young age, Elly Huang rattles off some of the considerations: First of all, you've got to think about the environment that the chair will be used in. Inside or outside? Depending upon the answer, the principles regarding the choice of materials and colors are very different. And consumer markets reflect different cultural circumstances. For instance, the Japanese like clean lines, whereas Europeans like playful ornamentation. What's more, because Westerners and Asians have different body types, proportions have to vary for different export markets. And generally speaking, the sitting positions and center of gravity of men and women are different. Consequently, it's important to weigh these different considerations and find happy compromises between them during the design process. Only then will the chair be comfortable and find uses under all different kinds of scenarios.
After achieving renown for the design of those two folding chairs, Shiang Ye, which previously had relied on mass orders from major clients, began to get one offer after another to develop new sales channels. Smiling, Elly Huang says there's no hurry and that they plan on taking things slow.
In her analysis, the furniture market in Taiwan is very polarized. There is high-priced furniture from famous designers sold at retailers like Nordic and the Dragonfly Gallery, and, on the other hand, stores like the TLW DIY chain, which put an emphasis on durability and economy. At NT$999, Slim is a bit more expensive than ordinary folding chairs, but Shiang Ye still hopes to focus on the mass market. Internet sales may prove the best model, and the company is about to set up its own sales website.
The company plans to continue marketing under the name Shiang Ye. A smiling Elly Huang says: "After hearing our name because of the awards, everyone realized that we had always been a trustworthy and reliable manufacturer. We're like an old friend that's somehow both unknown and familiar." Located in Kao-hsiung, this traditional manufacturer is raising its profile and shining a beautiful and powerful spotlight on southern Taiwan.
The Rosa chair, which is completely recyclable, garnered the top prize at the G-Mark design competition in Japan.