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Sun Own Industrial Co., Ltd., predecessor of ATUNAS, was established in 1975 with its main business and operation in EVA foam production. In the early stages of development, its products range from beach sandals to professional aquatic products. The company produced all kinds of surfboards, floating boards, lifebuoys, life jackets, diving goggles and other water sport equipment for foreign markets. In 1984, the company created its own brand under the ATUNAS name and began the management and development of its own brand. It alter established the Outdoor Central Enterprise Co., Ltd. to sell its ATUNAS brand products as well as to act as an agent for renowned foreign outdoor brands. In 1989, Outdoor Central Enterprise Co., Ltd. entered the holiday resort industry and established the ATUNAS Holiday Country and Sun Own Hotel. The business group consolidated and re-organized its resources in 2000 to enhance channel marketing and expand its brand outlets.

Enhance Functionality and Quality. Adhere to Low Carbon Emittance and Environmental Protection

General Manager Kuo-Chin Chang emphasized that ATUNAS carries out its long-term strategic business transformation by investing in new businesses, even when the company maintains steady profits! ATUNAS engages in a wide range of outdoor leisure and tourism businesses, focusing on aquatic and mountain based activities, as well as a variety of holiday activities. For 45 years, ATUNAS has undergone continuous transform, innovation, and upgrade. In addition to OEMs and its own brands, ATUNAS also acts an agent for internationally renowned brands to enhance the variety of its products as well as their functionality and quality.

ATUNAS aims to become the ideal partner to consumers pursing outdoor life. Its product lines cover consumer goods that suit every part of the body (from head to toe) with constant advancements in R&D in terms of moisture absorption, sun protection, permeable, waterproof, ultra-light, and windproof functions. ATUNAS provides a whole variety of outdoor products and services, and has successfully created a brand image of a professional outdoor sports good provider. ATUNAS is also an excellent contributor to environmental protection with its Green Forest waterproof moisture permeable functional collection acquiring the carbon footprint certification (carbon label verification) in 2014, becoming the first apparel to do so in Taiwan. The second generation of such products was launched in 2017, wielding 8%~15% less carbon emission than the first generation Green Forest clothing. From the materials, water and electricity during the production, to the sales operation in the retail stores and purchase by consumers, the overall carbon emission is only about 10 kilograms.

Since the beginning of this year, due to the COVID-19 pandemic, the sales performance of ATUNAS's retail outlet channels has taken a great hit. ATUNAS upholds its principle of no layoffs nor pay cuts, and offers corresponding strategies such as issuing cost cutting strategies and employee rest and recharge programs that encourage employees to cut reduce working overtime, taking paid time off, reducing social events and company retreats. In addition, ATUNAS hires consultants to implement lean management specifically on factories and to assist employees to recharge and improve themselves!  With the entire company going through a difficult time, ATUNAS’s sales performance significantly recovered in May. By holding special promotional events and offering consumers discount packages to drive store traffic and boost sales, the effort eventually paid off as excellent revenue was seen June.

Awarded the Taiwan Excellence Award For Five Consecutive Years . Motivated and Driven to Thrive

ATUNAS has become the favorite brand for a vast amount of consumers. Since 2016, ATUNAS has won the Taiwan Excellence Award for five consecutive years. Its award-winning products include the Green Forest Waterproof Moisture Permeable Functional Collection, ATUNAS iRoller (DIY Assemble Foam Roller), ATUNAS Insect Repellent Jacket Collection, ATUNAS Thermal Underwear Collection, ATUNAS Superlight Underwear Collection, ATUNAS Antibacterial Shirt Collection, and ATUNAS Supercooling Shirt Collection.

 “ATUNAS GROUP is a local enterprise in Taiwan. ATUNAS is a 100% Taiwanese brand and definitely must participate in the Taiwan Excellence Award! It is a great honor for our products to pass stringent examinations conducted by external experts and even winning them!” Kuo-Chin Chang further explained that the key to continuously winning the award lies in the fact that ATUNAS addresses the consumers’ point of view into its business consideration. Its on-going R&D improves product quality, persistence in environmental protection, and contributes to the preservation of the environment.

Winning the Taiwan Excellence Award has inspired and created exertion and drive force momentum for the ATUNAS team. Ying-Ru Cheng, Executive Assistant to Chairman of the Board, shared her experience. Having acquired the awarded for five consecutive years, the team will leverages this award-winning momentum in conducting promotion, marketing, quality, environmental protection and other matters. When we launch a new product line every year, we take all these elements into consideration. This way, our thoughts are more comprehensive and in-depth when developing distinctive products that match the spirit of Taiwanese Excellence Awards. No doubt, we are determined to win the prizes!"

Actively Expand Overseas Markets. Working Towards Brand Internationalization

Recognized by the Taiwan Excellence Award, ATUNAS has frequent contacts with the Taiwan External Trade Development Council (TAITRA). ATUNAS Chairman of the Board Kun Cheng praised the TAITRA for its down to earth and close-to-public approach. Ying-Ru Cheng stated that, for instance, although ATUNAS does not currently have overseas branches, the company, benefited from the exposure opportunity brought by the Taiwan Excellence Award, has joined the TAITRA overseas trade development group in attending multiple trade expos. “The fact that all of our products exhibited at the trade show were sold out, really boosted our confidence. The trade exhibition is an excellent channel for increasing brand exposure, as well as locating foreign agents and distributors”, Ying-Ru Cheng added. TAITRA also offered assistance by arranging for a Japanese magazine to conduct an interview on the brand. In the future, TAITRA will become the single most important promotor of the ATUNAS brand by helping ATUNAS sell their products to different continents using Amazon, E-bay, Rakuten, and other e-commerce platforms.

After winning the Taiwan Excellence Award, ATUNAS displayed the honor by printing the Taiwan Excellence Logo in a variety of places, including the packaging and header cards of awarded products, store displays, official websites, online shopping platforms, catalogs, event DMs, FB/line social media, and outdoor exhibitions. Such move has won ATUNAS the "Reward Program Encouraging Enterprises to Apply the Taiwan Excellence Logo" grant from TAITRA. Kuo-Chin Chang hopes that through promotions and media exposure, significant increase in sales and publicity will be seen in both domestic and foreign markets!

This exclusive is provided by the “Taiwan Industry Image Enhancement Project”, delegated to Global Views. For the full article in Chinese, please see: https://www.gvm.com.tw/article/75502