中國家居用品市場的開拓策略－－多樣屋

The Expanding Strategy of Tayohya in China's Home Furnishing Market

來自台灣的潘淑真女士，以50萬元人民幣的投資，1998年在上海的太平洋百貨，成立了「多樣屋」家居用品品牌。「多樣屋」抓準中國市機會，憑恃其獨特的品牌與通路管理能力，在眾多國內外品牌夾殺下，卻仍能一枝獨秀，深入中國各地。2012年的多樣屋「多樣屋」全中國門市已超過470家，產品項目5,000多種，員工數700餘人，年營業額超過3億人民幣。現在，「多樣屋」看好中國「十二五」計畫內需商機，準備大舉進軍虛擬通路，在資源有限的情況下，正面臨先布重兵於網路購物還是電視購物通路的決策。一旦選擇先進軍網路或電視購物後，該如何與原先的實體通路整合，與避免與實體通路衝突，也是其面臨的策略議題。

Tayohya is a well-known China home fashion brand, founded by Mrs. Pan in Shanghai since 1998. Leveraging the branding and channel managing capabilities, Tayohya outperforms other brands and penetrates China market rapidly. By July 2012, this company had owned more than 470 shops, selling 5,000 product assortments over 180 cities. With more than 700 employees, Tayohya had annual revenues higher than 30 million renminbi. This company intends to craft consistent brand experiences for consumers with the brand philosophy 'the way to a better life.' Tayohya is currently dedicating in seizing the demand opportunities driven by the ‘2011 China 125 Plan' to make its way into the market. With constrained resources, it needs to decide on expanding market share via entering the online channel or the TV shopping channel first? More importantly, Tayohya has to confront another critical issue with respect to how to integrate the clicks and mortars for efficiency and prevent itself from potential risks such as multichannel conflicts or brand dilution.