本文個案 HaWooo 是專注於東南亞的跨境電商整合服務，主力發展於馬來西亞市場，公司至2022年運營超過7年，服務範圍包括線上電商平台、跨境物流、倉儲、行銷、准證等一條龍服務，並於2022年8月於馬來西亞大型百貨公司 (Pavlion Bukit Jalil) 開設第一間實體門市，正式進入OMO新零售時代。
HaWooo的跨境架構是由多位夥伴與公司共同組成，各公司來自不同領域的專業經理人，七年共成立三間台灣公司 1.HaWooo負責平台、資訊、行銷；2.GoodMaji負責物流、倉庫；3.SEAbizs負責數位轉型與顧問，與一間馬來西亞公司 Flooboxes 負責准證、在地化服務。透過組織分工架構共同完成跨境整合服務，打造出讓「跨境生意變簡單 Cross border make easy」願景。
個案從0-1的創業過程如何運用小資本克服多項困難，並於2019年底獲得「中華開發」投資A輪資金，公司估值約USD 1500萬，卻在2020年遭遇Covid-19疫情。疫情使運費暴增3倍，線下業者紛紛往線上發展，同時也遇到各大平台隱私權政策變更因素，廣告費不斷攀升。運費與廣告費都高漲的時代，讓原本營收由線上來的HaWooo，如何透過有限資源再次克服困難，創造第二成長動能？
本研究採哈佛個案方式進行，藉由個案的探討，探討台灣新創團隊如何跨境東南亞市場0-1的實踐歷程，如何透過異業整合、數位轉型、科技應用、OMO新零售，逐步創建核心價值。

This case study focuses on HaWooo, a cross-border e-commerce integration service provider specializing in the Southeast Asian market, particularly Malaysia. The company has been in operation for over seven years as of 2022, offering a comprehensive range of services, including an online e-commerce platform, cross-border logistics, warehousing, marketing, and certification. In August 2022, HaWooo opened its first brick-and-mortar store in a major Malaysian department store, Pavlion Bukit Jalil, officially entering the OMO (Online-Merge-Offline) new retail era.
HaWooo's cross-border structure is composed of multiple partners and companies, each managed by professionals from different fields. Over the course of seven years, they have established three companies: 1. HaWooo, responsible for the platform, information, and marketing; 2. GoodMaji, responsible for logistics and warehousing; 3. SEAbizs, responsible for digital transformation and consulting, and a Malaysian company, Flooboxes, responsible for certification and localization services. Together, they achieve the vision of "Making Cross-Border Business Simple."
This case study explores how the company overcame various challenges in its startup journey from 0 to 1 by leveraging limited capital, and how it secured Series A funding from "China Development Financial" in late 2019, with an estimated company valuation of approximately USD 15 million. However, in 2020, HaWooo encountered the Covid-19 pandemic, which led to a threefold increase in shipping costs, a surge in offline businesses moving online, changes in privacy policies on major platforms, and escalating advertising costs. With both shipping and advertising costs skyrocketing, this study examines how HaWooo, which initially generated revenue primarily from online sources, managed to overcome these challenges with limited resources and create a second growth momentum.
Employing the Harvard case study approach, this research investigates the practical journey of a Taiwanese startup team in the Southeast Asian market from 0 to 1, and how they gradually create and build core value through cross-industry integration, digital transformation, technology application, and OMO strategies.

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