• Binshyh Corp.-New Perspective by a Vision Keeper

Abstract

2004, Binshyh, an Original Equipment Manufacturer for Korean eyeglasses company, incidentally took over the patent and massive product stock from the client which had faced financial crisis and couldn’t afford the payment. It’s the start lead Binshyh to create its own brand. Binshyh, a lens maker in Tainan decided to develop its own brand marketing strategy in 2004. Brand is the essential step to exit the way of OEM, and developing marketing and channel is indispensable to the branding success. But it's difficult to build brand awareness and extend its market territory due to lack of experiences.For the marketing pattern, Binshyh laid stress on exhibition marketing and publicity. It holds sales promotion activities in companies and corporations sometimes, it also tried to cooperate with different industries to expand locations and build on-line shopping for enhancing the brand awareness and increasing sales. In this case, we’ll find out how Binshyh could change from Original Equipment Manufacturing (OEM) to Own Brand Marketing (OBM) by enlarging its business vision, and developing innovative products based on the niche it has relied on for decades that helped it pursue its own blue ocean strategy.

Keywords：Multi-functional Sunglasses, Brand Value, Market Position