Day 3 - Les Enphants

Les Enphants was founded in the year 1971 by Mr Lin Tai Sheng. Its main target market is in China with more than 2,300 sales points and an estimation of 5,000 employees all around Asia.

Les Enphants

Les Enphants' Mascot

While we were being guided through the Company's introduction, I cannot help but to be amazed by their cultures and business strategies. Les Enphants' culture is 'Focus on Team's Spirit' and its business philosophy is 'Children is Our Lifetime Business'. With these cultures and philosophy in mind, the employees will keep them in mind when working.

The Company's Human Resource's philosophy is '用人, 展人, 留人' which means if employees are hired, they should be given chance for personal development, which will hence retain them. Les Enphants will place and fit its employees to the right job position and they will be given chances for their personal development growth. For example, if employees feel like changing departments, the Company will give them a chance by restructuring their jobs. By doing so, the Company feels that employees will be retained. 

Les Enphants has 1,000 employees in Taiwan with 100% Taiwanese, and no foreigners are hired. This helps to ensure that Taiwanese aka their own people in the country will have job opportunities in the Company. 

With 44 years of operation, Les Enphants has this belief that the whole Company needs to know all their products from top to bottom so that consumers will have confidence in the Company. Its target market for users is the Generation Z children whereby the target market for buyers is the parents.

Les Enphants' branding and marketing strategies include organising kids' sports day whereby competitions such as crawling, baby-walkering and cycling will be held. Families can do the registration online conveniently instead of heading to the physical stores to register. Doing such activities will help to promote Les Enphants brand and allows customers to hold on to the brand deeply and unforgettably as kids will be reminded that Les Enphants accompany them throughout their childhood period.

Another marketing strategy of Les Enphants is that employees will go around the flagship stores during public holidays to conduct interaction between the parents and children. This is because as parents are busy working during the weekdays, they may not have much time to interact with their children. Hence, public holidays are the best periods to foster the bond deeper. This activity conducted by Les Enphants will help to gather both new and existing customers, and at the same time, promoting the brand to them.

Les Enphants has a factory that is opened for public viewing, which parents and children can explore the place, Do-It-Yourself (DIY) activities and buy the products at the same time. This strategy will help to encourage family interaction and also market the Company's products.

Manufacturing Factory

Do-It-Yourself Activities

One of the many areas for Parents and Children to explore 

Full of Les Enphants' Mascots

Bigger Version of Les Enphants' Soft Toy Mascot

In conclusion, as a Human Resource Management Associate, I have seen how high the labour turnover rate in my Company is. I feel that one method to retain employees is to develop their personal growth in their jobs. The Company can focus on upgrading the staff by allowing them to attend training courses related to their job scopes.

Group Shot at Les Enphants