酷澎的增長策略可在海外複製嗎? Coupang's Big ... - Growth Hacking學習

酷澎的增長策略可在海外複製嗎? Coupang's Big Bet on Taiwan

酷澎積極進軍台灣市場。透過類似亞馬遜和好市多的策略，包括大規模購買商品、生產自有品牌、降低商品售價等，嘗試翻轉台灣本土電商市場。各位消費者們，你們喜歡實體購物還是網路購物呢? 台灣的網路購物體驗，最喜歡哪一家的服務?

Coupang plans to use Taiwan as a starting point to replicate its same-day delivery success in South Korea and expand this strategy to Southeast Asia.

Coupang, a South Korean e-commerce company, said it will accelerate its investments in Taiwan after posting four consecutive quarter profits. The company was the most downloaded app in Taiwan in the second quarter of this year.

"Taiwan is another investment that far exceeds our expectations," Coupang CEO Bom Kim said in a conference call. "We always believed that the transformative retail experience we enabled in Korea could delight customers worldwide. We see how this plays out in Taiwan."

Coupang's next-day delivery service, Rocket Delivery, has grown faster in Taiwan in the 10 months since its launch than Rocket Delivery in Korea in the first 10 months. The company has allocated around $400 million for investment in Taiwan this year.

The move comes months after Coupang suspended operations in Japan in March and denied rumors that it was planning to launch in India in May.

Coupang investment for growths

To provide rapid delivery services to Southeast Asian countries, it is understood that Coupang (NYSE:CPNG) has established a logistics center in the northern part of Taiwan.

In addition to its rocket delivery service within Taiwan, Coupang has also launched a cross-border online shopping service, allowing Taiwanese consumers to purchase goods from South Korea directly.

Seeking to replicate the success of the Korean market in Southeast Asia

Coupang's founder, Kim Bom-seok (English name Bom Kim), is working hard to expand its business in the United States and Southeast Asian countries, mainly replicating its success in South Korea. This includes its iconic same-day rocket delivery service.

Coupang's Growth Strategy in Taiwan

CEO Kim Ban-seok has announced that this year, he will invest 400 million US dollars (approximately 12.7 billion New Taiwan dollars) in mid-term projects (Developing Offerings), with the Taiwanese market being the primary focus of the investment.

What is the portion of Coupang's $400 million investment to Taiwan? This question can be answered by comparing the capital expenditures of Fubon Media (Momo Shopping) and PChome Online.

In 2022, The leading e-commerce platform Momo's holding company Fubon Media's capital expenditure was $210 million in 2023, mainly for constructing logistics centers, delivery fleets, and other infrastructure.

Meanwhile, The second largest e-commerce platform, PChome's A7 logistics center, which began trial operations earlier this year, is expected to have a total investment of $68 million.

Coupang has yet to disclose how this $400 million dollars will be allocated. Still, if one-third of it is allocated to the Taiwanese market's development, it already exceeds Momo's capital expenditure in 2022.

The Taiwanese market is becoming increasingly important for Coupang, indicating that this ECommerce giant is vying for the business behind two major e-commerce platforms, Momo Shopping and PChome 24h, prioritizing rapid delivery. Coupang, often called the Korean version of Amazon, had to pivot quickly when it faced challenges delivering fresh produce within 10 minutes.

Founded in South Korea in 2010, Coupang invested heavily in building warehousing and logistics equipment and its fleet of delivery vehicles.

Today, it has over 100 logistics centers in over 30 cities across South Korea, covering over 47 million square meters. In South Korea, which is approximately 2.76 times the size of Taiwan, Coupang's same-day delivery rate reaches 99%. This is the widely recognized "Rocket Delivery" service that Coupang is known for.

In 2021, Coupang debuted, initially touting its "10-minute fast delivery" as its most significant selling point, and began operating in the fresh food e-commerce market. Fresh food e-commerce was booming during the pandemic, with delivery platforms and physical supermarkets all making significant inroads. Coupang's 10-minute delivery promise was the fastest in the fresh food e-commerce industry at the time. This move shows Coupang's ambition to continue its "fast" feature in South Korea.

參考資料

1. https://fourweekmba.com/coupang-business-model/

2. Coupang's Big Bet on Taiwan: What Are the Key Drivers of Growth?