食品生技業擴張型原廠設計代工製造模式A-ODM之探討-以B公司為例

Abstract

全球人口結構的老化伴隨著相關慢性疾病患者的增加，在科技進步以及預防醫學及養生概念的興起，造就營養保健食品產業的蓬勃發展。 本研究目的在探討食品生技業B公司的A-ODM的經營模式(A即Augmented;擴張的原廠設計代工製造)，本模式除涵括ODM原有的代工製造及開發設計業務外，更垂直整合至上游的原料開發、下游的行銷及售後支援服務。B公司專注於A-ODM的經營模式，未成立自有品牌(OBM)，也不從事代工製造(OEM)業務，這有別於其他主要生技同業橫跨三者的經營模式，在過去5年創造營收複合年成長率(CAGR)高達53%，居同業之冠。 B公司定位為原料或產品供應者的角色明確，其與顧客之間只有合作沒有競爭，可建立互利長久的夥伴關係，且提供顧客的全方位A-ODM服務模式，從探索消費者需求並掌握時下流行趨勢、功能性原料開發、設計製造產品、售後如智慧財產權的專利申請、產品進出口諮詢等支援服務，以此差異化服務的競爭優勢，創造高達95%的顧客回購比率，也締造近5年稅後淨利CAGR高達84%，居同業之冠。

The graying society accompanied with increasing chronic disease patients combined with the advancement of science and technology as well as the booming of preventive medicine and health-preserving concept have facilitated the flourish development of the nutrition health food and dietary supplements industry. The purpose of this study is to analyze a food biotechnology company, B Company’s A-ODM (Augmented- Original Design Manufacturing) business model which includes product design, development and manufacturing plus vertical integration to upstream material development and downstream marketing and customer service. B Company’s devotion to the A-ODM business model, without involvement in OBM and OEM business has distinguished itself from other biotechnology industry players and has created a 53% CAGR on its revenue over the past 5 years, highest among Taiwan food biotechnology industry. B Company played as a material and product supplier role with cooperation only, no competition to its customers. This clear position enabled the establishment of a long term mutual beneficial partnership relation with a comprehensive A-ODM service to its customers. The A-ODM service includes exploring customers’ need, envisioning future trend, developing functional raw materials, designing and manufacturing products, after sale service such as intellectual property rights related patent application, and products export/import consultation and support. This distinguished turnkey service advantage brought a high 95% customer return rate and created a record high 84% CAGR on its net profit after tax over the past 5 years, also highest among Taiwan food biotechnology industry.