The Early Stage of Ching Seng Tong Wu Sheng Wang
Wu Sheng Wang started the business launching hair oil―for the use of a hairstyle known as haikara (ハイカラ 海角仔頭)―without the general unpleasant smell. Wu Sheng was born in poverty to a poor family, and had to try to earn the livings for himself and his family. He first tried to sell hair oil, and found that the hair oil made in this manner would possess an unpleasant smell. After times of experiment, he successfully produced hair oil without the smell by adding banana oil to the product. And this was the point where his life turned and cosmetics became the business of a lifetime.
His brand is known to the customers as the most sincere in both the products and the attitude. He came to Chiayi in 1945; it was during the Japanese colonial years and restrictions over oil materials were strict, he and his friends secretly coelectric barrel oilllected lamp oil to manufacture hair oil The time was hard, and he once even ended up in police station. Yet he never quit trying. He changed the raw material from lamp oil to peanut oil. He paid effort to every single one step of the whole process. He personally selected the raw materials and then transported them on a borrowed bicycle. With the principle of a life time―honesty, modesty and treating everyone as friends―and the support from his wife, Ching Seng Tong gradually gained its name among the customers.
The research and development done during the early stage resulted in marvelous performance
Wu Sheng Wang settled in a 33m2 wooden house at Guangtsai street in 1954 as his factory and his own home. With his own developed formula and manufacturing process, he produced various products for a number of brands including Waltz, POLABIS and One Beauty, and also launched a series of his own brand collections including anti-spots cream, facial wash, baby powder and tooth powder. He was dedicated in the work of research and development. Two years later, he became the first one to add mutton tallow to his secret formula, creating the facial cream that immediately became a hit. After that, Ching Seng Tong was finally founded and cosmetics became the founder’s lifetime mission and business.
Not just research and development: Ching Seng Tong’s marketing
After the company was founded, in order to promote their name to the public, Ching Seng Tong once invited a number of celebrities―including Ji Lu Xia, Xie Lei, Liu Fu Zhu and Hou Shi Hong―to attend the launching event for their new product at theaters in Chiayi and Xinying, where people could get a free ticket to the theater with purchase of a facial cream. This way, the Ching Seng Tong’s facial cream soon became the most popular local product, and it has stayed that way until the brand’s lipstick product being launched afterwards, which created a new trend and brought Ching Seng Tong into a new era. Though being illiterate, Wu Sheng Wang had his own precious knowledge in the area of customer relationship, product research and development, and marketing. He knew the importance of maintaining his business while also had the courage of innovation. His attitude towards people and his passion for the cosmetic industry will be passed on for generations.