As one of the world’s largest OEM suppliers of electric massaging equipment, China’s Easepal has faced increasing challenges in its traditional OEM business over the course of two decades. Since the company’s inception in the 1990s, its founder has always had the ambitious goal of becoming more than just a supplier in the global electric massager market. Easepal’s mature research and development and manufacturing capabilities have the potential to deliver some valuable opportunities in both the Chinese and international markets. With the goal in mind of becoming the international market leader, how can Easepal systematically transform itself from an OEM supplier into a global brand?