Making a legend by marketing that touches the heart
Because current Atunas president Quin Cheng and his father were both mountainous activities enthusiasts, the company has dedicated itself to the promotion of mountaineering. In 2005 Atunas president at the 30th anniversary declared that the company will financially support four Taiwanese entrants with 30 million NT dollars to fund a complete professional training course for the purpose of fully readying them for the project of letting a Taiwanese mountaineering team mount the tallest mountains of the seven continents.
Seven Summits Climb team member on top of the tallest mountain—Mount Everest
Image provided by Atunas
On the 19th of May, 2009, Atunas Seven Summits Climb mountaineering team successfully reached the top of the tallest mountain in the world, Mount Everest, becoming the highlight of all circles.
President Cheng explained that originally the inspiration behind the execution of “Seven Summits Dream Project” was to respond to the question of “when to compete, there’s no need to confront your rival,” for it is the ultimate question that must be asked for all brand managements of all enterprises, and the response in the form of the Seven Summit Dream Project put forth by Atunas was satisfactorily effective. In addition, President Cheng also mentioned an important concept: there’s no need to compete where the competition is the fiercest. He said, “We’re doing something no one else can imitate; if an enterprise can manage to pull this off, its life shall be prolonged.”
（Reference: Bible for Successful Business Starters, interview with President Cheng）
