Overview
tugamobi, a subsidiary brand of R2D Services (owned by Foxconn), specializes in providing affordable consumer electronics devices and offers white-label e-commerce solutions through its self-owned online store and third-party platforms. The flagship product lines, the Stereo Audio (SA) series and Smart Band (SB) series, target fitness enthusiasts and individuals looking to monitor their health and wellness. Featuring a range of products including smartwatches, fitness trackers, earbuds, and more, tugamobi has expanded its product range to include fitness-related accessories, capitalizing on market demand. Extensive market research and feedback collection from target audiences informed the development of the SA series, with the SA01 released in 2020 and the subsequent SA02 launched the following year.
My Role
As a product manager, I contributed to the successful launch of the SA series, overseeing the entire process from concept to fulfillment. I closely collaborated with the tugamobi team, a core group of 5 e-commerce professionals directed by a Foxconn VP. My responsibilities included:
- Creating a high-level product roadmap for C-suite review: By interviewing the tugamobi account manager and understanding the product vision, I formulated a product roadmap that detailed new product release timelines, budget allocation, and volume forecasts, all aligned with our strategic product objectives. Weekly updates ensured alignment with C-suite goals.
- Defining new product specifications and sourcing: Building on the product roadmap and strategy, I collaborated with the tugamobi and supply chain management (SCM) teams to define product specifications and associated costs. This process also involved identifying suitable suppliers capable of manufacturing the specified products and testing product samples.
- Developing a comprehensive go-to-market strategy: Once suppliers and products were selected, I devised a complete go-to-market strategy. This included customer segmentation, selling channels, pricing strategy, fulfillment processes, and product packaging, all aimed at arranging a successful product launch.
- Designing product packages and campaign materials: In the absence of an in-house design team, I took on the responsibility of designing new product packages and crafting marketing campaign materials, ensuring a cohesive and attractive visual identity.
- Executing the product launch plan: Distinct from the go-to-market strategy, the product launch plan provided every step required to successfully introduce the product. This involved coordinating with internal stakeholders across e-commerce operations, SCM, customer services, and production fulfillment. Additionally, I managed communication with external product suppliers abroad to ensure timely product shipments to the USA.
