UWANT: Expanding in North America
商品編號：W48781
出版日期：2026/02/26
再版日期：2026/04/28
商品來源：
商品主題：International Business; Marketing
商品類型：Case (Field)
涵蓋議題：positioning, channels, global strategy
難易度：4 - Undergraduate/MBA
內容長度：11 頁
地域：United States, China
產業：Manufacturing
事件年度：2025
In July 2025, Faro Hsia, managing director of overseas markets at Hangzhou Jiandan Youwei Co. Ltd. (UWANT), confronted weak US traction for a Chinese digital-native cleaning-appliance brand based in Suzhou, China, that thrived in China via livestreaming and e-commerce. Amazon Inc. (Amazon) launches and ByteDance Ltd. (TikTok) campaigns lifted early sales of its vacuum cleaners but failed to build awareness or trust, while rivals such as Dyson Holdings Pte Ltd. and Tineco Intelligent Technology Co. Ltd. won with omnichannel distribution and localized marketing. With young professionals and families as target customers, Hsia had to decide whether to double down on digital-only operations or invest in off-line retail and traditional media (such as TV) to reach the half of the market still shopping in stores, with the constraints of uncertain costs, capability gaps, and harder-to-measure outcomes as UWANT sought a North American breakthrough.
教學手冊：UWANT: Expanding in North America - Teaching Note
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