CoFANCY, a contact lens brand, launched their Tmall flagship store in March of 2020. BUT… this was far from an ordinary launch.
The brand achieved huge levels of success in a very short amount of time.
From earning the Tmall Golden Makeup award within 30 days of launch, to achieving 100M RMB in sales and amassing 400K+ fans within their first year post-launch… their success is enviable.
But, HOW did they do it?
By targeting their customers’ UNMET NEEDS. By hitting this sweet spot that their competitors were ignoring, they were able to quickly amass a loyal following.
Take note, in China there is no room for “me too” products, but if you’re willing to differentiate yourself and truly serve your customers your efforts will be handsomely rewarded.