TV shopping tycoon Sam Tsai expands reach to Europe, the U.S.

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.

TAIPEI (The China Post) — 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 cookware series. Owing to Sam Tsai’s (蔡謀燦) unique savviness, his Kai Yi Group (凱羿) has forged NT$1.7 billion (US$57 million) in business opportunities worldwide.

A King who Turned From Mail Orders to TV Shopping

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.

Going west to China Create another peak

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.

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.

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.

One in Every four American Kitchens has a Cooper Chef Pan

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.

Revolutionizing e-commerce by Land, Sea, and Air

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

A Pioneer in the European and American Epidemic Prevention Supply Chain

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.

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 of the company’s development.