乐象永续科技：生物基染料的商业化之路

As a start-up committed to sustainable development, Melephant Sustainability Technology developed a colorfast, pollution-free, zero-carbon, bio-based dye through its proprietary technologies. This product was as eco-friendly as natural dyes while boasting many useful properties that could rival chemical dyes. Melephant’s core technologies showed the potential for mass production and cross-industry applications. Its natural bio-based dyes and corresponding dyeing processes could be used not only on fabrics, but also for other applications, including cosmetics, hair dyes, printing and paints. The limited solid waste generated during production served as food for earthworms, which could help restore soil health and in turn capture and store carbon from the atmosphere. However, Melephant found the going tough as they strived for commercial success. It was difficult to sell their business idea in the Chinese market. Obtaining a patent was no mean feat due to varying definitions of natural dyes across jurisdictions. Moreover, most domestic printing and dyeing factories were not interested in the environmental benefits of their products. In 2019, Melephant won first prize at Kering’s K Generation Awards for sustainable innovation. Kering linked Melephant up with European partners, allowing the company to enter new markets, but substantial cooperation has yet to be conducted due to Covid-19. In addition, three major Chinese groups offered to acquire Melephant and hoard their technology. The founding couple began to think about redesigning Melephant's business model to deal with uncertainties like the pandemic: Should they sell products or technologies? Should they follow the path of independent development or turn to financing or M&A? How to integrate existing resources and which part of the industrial chain should they work on when tapping into the market? How to leverage their core technologies to build a more competitive and diversified ecosystem of products/services?