撰寫人：TZU-YIN WENG
在現代快速變遷的世界中，家具行業也面臨著不斷的創新和發展。大漢家具作為一家引領行業潮流的領先品牌，不斷追求卓越和創新，致力於為客戶提供優質的家具解決方案。他們以設計和品質為核心，融合了時尚、功能和舒適性，創造出獨特且符合現代生活方式的家居產品。透過對材料、工藝和技術的不斷探索和應用，這次全球華人營銷學院創辦人張瑋容邀請大漢家具總經理蕭翊弘來到跨國好生意頻道講述大漢家具的願景以及海外佈局策略。
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揭秘大漢家具海外佈局的進度！
大漢家具總經理蕭翊弘表示，過去他們主要著重於B2B（企業對企業）的銷售模式，然而，受到疫情和貿易戰的影響，跨境電商開始崛起，這促使他們轉變為B2C（企業對消費者）方式進行行銷。兩年前，他們決定開拓國外市場，首先從雅馬遜開始，並於今年在新加坡設立了點。這樣的轉變也吸引了許多國外客戶的注意。
特別值得一提的是，大漢家具運送到國外的產品都是簡易組裝的，這樣的設計也引起了當地美國人購買的慾望。這樣的組裝方式不僅方便了運輸和安裝，還提供了更多的選擇和彈性給消費者，使他們能夠自由地打造自己的家居風格。這種符合當地市場需求的策略為大漢家具在國外市場的發展帶來了成功。
在海外發展的侷限以及困難要如何突破？
根據大漢家具總經理蕭翊弘說明，近年來他們在外銷產品時遇到了一些困難。首先是產品的外包裝材料、體積和倉儲儲存方面的挑戰。為了符合各國的環保規範，他們必須不斷更新並查詢相關資料，以確保產品能夠順利出口。由於家具產品通常體積較大，有些產品的組裝也較為複雜，這使得消費者對產品的接受度降低。此外，由於無法逆向運輸，若產品被退貨，往往需要被銷毀。因此，產品的選擇變得非常重要。
此外，倉儲儲存空間也是一個重大限制，倉儲費用成為成本的一部分。隨著人工智慧（AI）在美國的推崇，商品分類也成為一個問題。AI根據演算法將產品分區，這導致某些地區的消費者使用大漢家具的產品更多，而其他地區則較少。為了滿足不同需求的人們，他們調整了產品的顏色和功能。同時，他們也改進了產品的銷售過程，以提升客戶的體驗。
在今明年的海外目標和願景是什麼？
大漢家具蕭翊弘總經理表示，他們將朝向ESG（環境、社會和公司治理）相關的材料做出產品選擇。這意味著他們將考慮使用環保友善的材料，並注重社會責任和公司治理的因素。同時，他們也將開發共能性產品，這些產品能夠提供更多功能和價值，以滿足消費者的多樣化需求。
通過提供高品質、符合ESG原則的產品，以及不斷改進產品的運輸和倉儲方式，他們期望能夠滿足海外市場對大型家具的需求，並取得更大的成功。
統整
大漢家具在海外佈局方面取得了進展，總經理蕭翊弘表示，他們已轉向以B2C方式進行行銷，並在新加坡設立據點。他們的產品以簡易組裝為特點，受到當地消費者的青睞。然而，在外銷過程中也遇到了一些困難，包括產品的外包裝材料、體積和倉儲儲存方面的挑戰。為了符合環保規範，他們需要不斷更新並查詢相關資料。此外，產品的大體積和複雜組裝使得消費者接受度下降。倉儲儲存空間的限制也成為一個重要問題，而人工智慧的應用也帶來了商品分類方面的挑戰。未來，大漢家具將注重選擇環保友善的材料，並開發共能性產品，以提供更多功能和價值，以滿足消費者的多樣需求。
In the rapidly changing world of today, the furniture industry is also facing continuous innovation and development. Tahan Furniture, as a leading brand that sets industry trends, constantly pursues excellence and innovation, committed to providing customers with high-quality furniture solutions. With design and quality as their core values, they integrate fashion, functionality, and comfort, creating unique home products that align with modern lifestyles. Through ongoing exploration and application of materials, craftsmanship, and technology, Tahan Furniture remains at the forefront of design and innovation. This time, Zhang Weirong, the founder of the Global Chinese Marketing Academy, invited Tahan Furniture’s General Manager, Xiao Yihong, to share the company’s vision and overseas expansion strategies on the PMA podcast channel..
Revealing the Progress of Tahan Furniture’s Overseas Expansion!
Tahan Furniture’s General Manager, Xiao Yihong, expressed that in the past, their focus had primarily been on the B2B (Business-to-Business) sales model. However, with the impact of the pandemic and trade wars, cross-border e-commerce has been on the rise, prompting them to shift towards a B2C (Business-to-Consumer) marketing approach. Two years ago, they made the decision to venture into foreign markets, starting with Amazon and establishing a presence in Singapore this year. This transition has attracted the attention of many international customers.
It is worth noting that the products shipped by Tahan Furniture to foreign markets are designed for easy assembly. This assembly approach has garnered interest from local American consumers. Not only does this design facilitate transportation and installation, but it also provides consumers with more choices and flexibility, allowing them to freely create their own home styles. This strategy, which caters to the specific needs of the local market, has contributed to Tahan Furniture’s success in overseas markets.
Overcoming Limitations and Challenges in Overseas Expansion
According to Tahan Furniture’s General Manager, Xiao Yihong, they have faced several challenges in exporting their products in recent years. Firstly, there are challenges related to the packaging materials, dimensions, and storage of the products. In order to comply with environmental regulations in different countries, they must constantly update and consult relevant information to ensure smooth exports. Additionally, furniture products are often bulky, and some products require complex assembly, which can lower consumer acceptance. Furthermore, due to the inability to reverse transport, returned products often need to be disposed of, making product selection critically important.
Storage space is also a significant limitation, and warehousing costs become a part of the overall costs. With the growing prominence of Artificial Intelligence (AI) in the United States, product categorization has become a concern. AI algorithms categorize products, leading to varying usage of Tahan Furniture’s products in different regions. To meet the needs of diverse customers, they have adjusted product colors and functionalities. Simultaneously, they have improved the sales process to enhance the customer experience.
Tahan Furniture’s overseas goals and visions for the coming years are as follows:
Tahan Furniture’s General Manager, Xiao Yihong, has expressed their commitment to incorporating ESG (Environmental, Social, and Governance) considerations in their product selection. This means they will prioritize the use of environmentally friendly materials and emphasize factors related to social responsibility and corporate governance. Additionally, they will develop versatile products that offer enhanced functionality and value to meet the diverse needs of consumers.By providing high-quality products that adhere to ESG principles and continuously improving the transportation and warehousing processes, they aim to fulfill the overseas market’s demand for large furniture and achieve greater success.
Summary
Tahan furniture has made progress in its overseas expansion, according to General Manager Xiao Yihong. He mentioned that they have shifted towards a B2C (Business-to-Consumer) marketing approach and established a presence in Singapore. Their products, known for their easy assembly, have gained popularity among local consumers. However, they have also encountered challenges in their export process, such as packaging materials, product size, and storage constraints. To comply with environmental regulations, they continuously update and research relevant information. Additionally, the large size and complex assembly of their products have led to decreased consumer acceptance. Limited warehousing space has also become a significant issue, along with the challenges of product categorization using artificial intelligence (AI). Looking ahead, Tahan Furniture aims to prioritize the selection of environmentally friendly materials and develop versatile products that provide added functionality and value, catering to diverse consumer demands.
