Brief Description of L’elan Enterprise
EZ66 (www.ez66.com.tw) is a brick and motor business and online shopping portal set up by L’elan Enterprise Co. Ltd. Established in 2007, it is the first company of its kind to meet the needs of ageing seniors namely in the areas of food, clothing, housing, transportation, education and music. The aim of the company is to encourage seniors to embrace health, joy, and peace in life.
3 Highlights from Visit to L’elan Enterprise
- Aged and Abled. It is easy for people with little interactions with the elderly to mistake them as individuals with little or no capabilities to care for themselves. Even though our bodies will naturally deteriorate in physique and health as we age, we are still perfectly capable of being independent in our lives. Founder Mr Keen Chang recognised this and started his online business with the ambition to promote a proactive aged lifestyle to the elderly. It is inspiring to see the level of passion and vision he have in his belief. He believes that ageing seniors should lead a vibrant, comfortable and refined lifestyle by strengthening vitality, enhancing convenience and promoting a sense of security in their lives.
Fashionable walking sticks/umbrellas.
A safe sit-in bath tub to prevent slip and fall.
- Dare To Be Different. This is my main takeaway from Mr Keen Chang’s introduction. He has identified a very specific target market (the mildly disabled) that is still relatively unknown to the public then. I initially found it peculiar that L’elan started off as an online shopping platform when its target market is the aged. To my understanding, elderly populations are not accustomed to the idea of online shopping as they still prefer the physical contact with the products they are purchasing. However, Mr Keen Chang has smartly identified that even though his end-users are the elderly, the purchasers are in fact their children, the younger generation. He drew comparisons of his business to the infant/toddler product industries; even though children are the ones playing with the toys, parents are the ones who purchase them. His e-commerce, hence became a success because majority of his buyers are busy working adults who seek convenience in shopping. He also differentiated from his competitors by offering a series of service, such as writing of will and autobiography for the elderly.
- One-Stop Portal. Mr Keen Chang also envisions his business to become the Chinese benchmarking platform for improving quality of aged life, being the one-stop portal for all information pertaining to the elderly. He takes slow but measured steps to expand his business. As his customer base increased, he discovered a need to house a physical store to allow customers to explore the products before purchase and opened his chain of mature conceptual stores. Every staff members of L’elan concept store is also trained and certified by the Japanese Care-Fit programme, which is a methodology that teaches salespeople how to serve elderly with specific care and respect.
His vision for L’elan to be a one-stop portal for elderly information is something that perhaps my organisation can emulate; Soo Kee Group will be the Gold & Diamond Expert in its industry, providing not just products, but also education on gold and diamond to enhance customers’ knowledge and confidence in our brands.
Facets of Taipei 