電視購物大王蔡謀燦超前部署 搶攻歐美防疫宅經濟 | TV shopping tycoon Sam Tsai expands reach to Europe, U.S. markets

Owing to Sam Tsai (蔡謀燦)'s unique savviness, his Kai Yi Group (凱羿) has forged NT$1.7 billion (US$57 million) in business opportunities worldwide.

【看CP學英文】電視購物大王蔡謀燦曾銷售Cooper Chef的鍋子就創下台灣的電視購物秒殺750組,300萬的業績;甚至在美國,平均每四個家庭,就有一支Cooper Chef的鍋具系列。蔡謀燦獨到的商業敏感度,讓凱羿國際集團股份有限公司在全球創造17億元商機。

In a blink of an eye, 750 cooking pan sets are sold in Taiwan’s TV shopping market, with sales reaching a record-breaking NT$3 million. Even in the United States, every four households has at least some item from the Copper Chef cookware series. Owing to Sam Tsai (蔡謀燦)’s unique savviness, his Kai Yi Group (凱羿) has forged NT$1.7 billion (US$57 million) in business opportunities worldwide.

從郵購貿易到電視購物大王|A King who Turned From Mail Orders to TV Shopping

董事長蔡謀燦在1992年創業,靠著三明治烤盤、電動果汁機以及踏步機等3樣產品,在德國的電視購物界一炮而紅,讓當時還只有5個人的小貿易公司,第一年營業額就創下了3個月1億8,000萬元的紀錄。

Sam Tsai started his business in 1992. Initially relying on products like sandwich makers, electric juicers, and step machines, his business became an instant hit within the German TV shopping market.

At the time, it was just a small trading company employing five people, but recording an outstanding annual turnover of NT$180 million (US$6.1 million) in just three months.

有一支鍋子,創下在台灣的電視購物秒殺750組,300萬的業績;甚至在美國,平均每四個家庭,就有一支Cooper Chef的鍋具系列。|In a blink of an eye, 750 cooking pan sets are sold in Taiwan’s TV shopping market, with sales reaching a record-breaking three million. Even in the United States, every four households has at least some item from the Cooper Chef cookware series.

西進中國絕地逢生 再創高峰|Going west to China Create another peak

隨著中國製造業崛起,凱羿於2005年赴深圳成立營運總部,但剛進沒多久,就遇到2006年人民幣大幅升值、2008年金融海嘯等一連串危機。

As China’s manufacturing industry skyrocketed, the Kai Yi enterprise set up its headquarters in Shenzhen in 2005.

However, not long after entering the market, it encountered a series of crises such as the sharp rise of China’s RMB in 2006 and the 2008 financial meltdown.

蔡謀燦於是當機立斷調整營運策略,並致力研發自有品牌的新商品,具備研發改良、申請專利及創自有品牌的能力,化危機為轉機,再創事業高峰。

Sam Tsai swiftly adapted by adjusting his business strategy and tirelessly developing new products for brands. Well-equipped in R&D and patent applications, the company launched its own brand and eventually turned the crisis into an opportunity, creating another peak in his career.

Cooper Chef美國平均四個家庭就有一支的鍋子|One in Every four American Kitchens has a Cooper Chef Pan

凱羿2015年推出Copper Chef經典方鍋,一上市就創下單日銷售超過24萬組的驚人紀錄;更創下全家便利商店加價購第一名,高達8千多萬的業績。

Kaiyi launched its classic Copper Chef Square Pan in 2015, and once going public, it sold a record 240,000 sets on a single day. It even became the convenience store Family Mart’s most sold product, reaching more than NT$80 million in sales.

電商匯流 「陸,海,空」齊發 超前部署|Revolutionizing e-commerce by Land, Sea, and Air

早在智慧型手機剛上市,蔡謀燦就已開始超前部署網路時代的跨境電商匯流,進行虛實通路整合,更提早與電商平台的合作,採取「陸海空」齊發的全通路舖貨方式,增加行銷能量。

As smartphones were being launched into the market, Sam Tsai had already begun to integrate cross-border e-commerce in this new Internet Era, converging virtual and  real channels, as well as cooperating with e-commerce platforms early on.

The result was an adoption of a comprehensive “land, sea, and air” approach to product distribution, which increased the enterprise’s marketing capabilities.

超前部署 打進歐美防疫供應鏈|A Pioneer in the European and American Epidemic Prevention Supply Chain

今年受到新冠疫情影響,全球經濟產業鏈全亂了套,但蔡謀燦一早就看到防疫時期的「宅經濟」即將開啟另一波高潮。

As this year’s COVID-19 pandemic knocked the global supply chain knocked into disarray, Sam Tsai foresaw a new surge in the “home economy” in response to pandemic prevention.

年初時,蔡謀燦下令公司國內外所有生產線主力放在生產額溫槍、空氣清淨機等疫情相關產品。隨著民眾在家看電視、上網買東西的比例暴增,讓凱羿在2個月內,清出7千萬至9千萬美元的庫存商品。這波「宅經濟」發威,也讓蔡謀燦更確定此系列產品為未來發展重點。

The new year had just begun when Sam Tsai ordered the company’s main production lines at home and abroad to focus on the production of body temperature guns, air purifiers and other pandemic-related products.

As the proportion of consumers watching TV at home and buying products online skyrocketed, Kai Yi managed to clear out US$70 million to US$90 million in inventory within two months.

This wave in the “home economy” has only reassured Tsai of his conviction that this series of products is the future to the company’s development.