Taobao HK partners with Papabo to launch first OMO furniture superstore

Taobao Hong Kong has partnered with local home improvement platform Papabo to launch its first furniture and lifestyle superstore in Hong Kong. 

Owned by Sino Group, the store named PapaHome is situated on the second floor of China Hong Kong City in Tsim Sha Tsui, and will officially open on 22 February. This store adopts an online-merge-offline (OMO) operating model, designed to provide local consumers with a new shopping experience.

Spanning over 25,000 square feet, PapaHome features over 10,000 products curated from over 100 selected Taobao merchants. The offerings include furniture for living rooms, dining rooms and bedrooms, as well as custom furniture for entire homes and various decorative materials. Featured brands include those such as GoldenHome Living (金牌家居), Monalisa Group (蒙娜麗莎) and Ziinlife Designs (吱音). The products displayed in the store specifically cater to the tastes of Hong Kong consumers and the needs of Hong Kong families, focusing on high quality, great value and exquisite design, according to the release. 

PapaHome also offers personalised shopping assistance. Customers can first interact with the products in-store, then scan the QR code on each item to access detailed product information and exclusive discounts on Taobao. After selecting their preferred items, they can complete their purchases directly on the Taobao shopping platform.

This new OMO operating model in the Hong Kong furniture market combines the immersive experience of browsing in physical stores with the convenience of online shopping. Compared to a purely online purchasing model, it allows consumers to enjoy a more comprehensive, higher-quality and more personalised one-stop shopping experience, according to the release.

Additionally, PapaHome will use technologies such as artificial intelligence (AI) and augmented reality (AR) to facilitate consumers to choose suitable products and provide a seamless shopping experience.

CK Chan, head of Hong Kong and Macao, Taobao Tmall World, said: "In recent years, large furniture has become one of the best-selling product categories on Taobao Hong Kong. This trend indicates that local consumers are increasingly eager to explore diverse product choices online to meet their personalised needs. The debut of PapaHome will make it easier for Hong Kong consumers to find suitable products among Taobao's vast selections.”

“Papabo has extensive experience serving Hong Kong Taobao users, and we are excited to collaborate with a local company that possesses profound expertise in home improvement. This partnership will create a space where consumers can experience Taobao furniture in person and enjoy one-stop service. We believe that this initiative will enhance the user experience of Taobao Hong Kong and help more consumers easily build their dream homes,” Chan added. 

Andy Wong, co-founder and chief executive officer of PapaHome, said: "PapaHome is designed to serve Hong Kong consumers and meet the local market's needs. We aim to combine the advantages of online sales and offline retail, providing an easier purchasing channel for Hong Kong citizens interested in Taobao products. This store is not just a retail space, it is a carefully curated shopping experience that offers exceptional products and services while serving as the best platform for merchants to enter the Hong Kong market.”

Bella P.L. Chhoa, director of Sino Group Asset Management, said: "We are delighted that the first PapaHome is located in China Hong Kong City, a property of ours in Tsim Sha Tsui. Its innovative operating model and focus on customer shopping experience align perfectly with our values. The arrival of PapaHome will make China Hong Kong City a focal point in the city and inject new momentum into the local retail industry. We will launch a series of promotional activities to provide customers with an innovative and interactive shopping experience."

Don't miss: How Taobao enhances user experience to bolster HK's eCommerce development

Back in October last year, Taobao launched a three-month campaign in Hong Kong aimed at enhancing the local user experience, as part of its effort to bolster the local eCommerce industry.

As part of the campaign, Taobao Hong Kong invested up to RMB1 billion to launch consumer experience enhancements including the limited-time free shipping programme, which encompassed all lightweight or small items available on the platform across categories ranging from fashion accessories to consumer electronics, and from home organisation products to outdoor sports gear.   

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