He surmised at the time that nobody would sell fitness machines in the US better than domestic professionals, and he paid only a small sum -- US$100,000 -- for the takeover. The professional managers he recruited not only understood product development, but also how to manage a brand by roping in successful channel partners.
The US$100,000 investment opened the doors to JHT in the US market and later gave birth to the "Vision Fitness" -- the company's first brandname.
"We shouldn't just marry anyone and hold a big scale, flashy wedding. We need to think of the possible impact before tying the knot," Lo said.
In his case, making use of domestic professionals and channels to manage a brand is a more efficient strategy, he said.
Dick Hsieh (
When he decided to venture into business in 1979, he wanted to incorporate his artistic interests into luggage production.
He had big ambitions -- he wanted people all over the world to equate the "Eminent" logo with international travel.
When he decided to set a foothold in Europe, he opted to join hands with Galeria Kaufhof, the largest department store in Germany with 142 outlets in Germany and Belgium.
That strategy worked. Eminent luggage is showcased prominently at highlighted sections of the stores and has since become the leading brand in Germany, even beating larger rival US-based Samsonite Corp.
"Without brand and channels, a firm will not go far." Hsieh said.
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