CASE STUDY 1: "10 to 100"
Brand B (Headphones Brand)
We helped Brand B grow from 10 to 100
The optimization for Brand B flagship started since April. The store saw significant growth after the optimization. We conducted SEO, traffic & ad optimization, events and customer service optimization etc. to optimize store performance.
Through media & screen real estate optimization
Drove traffic growth using paid traffic (e.g. Zuanshizhanwei (ZSZW), Zhitongche (ZTC), Juhuasuan, Taobaoke ) to help build the awareness
...and building high value products
BEFORE: Brand B Flagship was facing fierce price competition against the resellers while the resellers were also competing against each other
AFTER: We built a 2X-priced product, which had zero sales and only a few traffic at debut. Through continuous optimization and rigorous testing, it became the best seller in the store and of the brand.
...which significantly improved flagship store sales
Performance in June saw significant improvement of sales in the middle value and high value products range.Brand flagship stores could not only control the resale pricing, but also can be a stage to promote new higher value products and brand awareness.
2 rabbits at once:
Brand control + Brand share
The flagship store grabbed sales from the competitors. Reseller sales for Brand B kept stable while product prices increased as a whole.
The flagship store’s share of brand increased from 14% to 42%, and brand share on T-mall increased from 7% to12%.
CASE STUDY 2: "0 to 10"
Brand D (Craft Beer Brand)
We helped a craft beer brand grow from 0-10
Brand D flagship was launched in Mar 2019. The store saw significant growth since launch, and is doing millions RMB in monthly sales today.
Brand D got into Top 10 on its first 618 Carnival & Singles Day
Among its foreign counterparts, Brand D was ranked Top 5.
By dominating all the screen real estate
We drove traffic growth using paid traffic, in the right areas at the right times and acquired the top positions on both PC and mobile
Securing marketing opportunities with Tmall
We leverage the relationship with Alibaba’s marketing department to gain extra exposure, grow brand equity and increase sales
And actively engaging off-platform resources
Douyin activation, Tao Bao Ke affiliate marketing, offline events, WeChat marketing, KOL content seeding, video posting across different social platforms
... Like Austin Li, who did this despite the pandemic!
In March and May 2020, we collaborated with Austin Li, one of China's top livestreaming KOLs. All units were SOLD OUT in one minute, achieving sales higher than last year's 618 and Singles Day combined. Livestreaming viewers have much higher propensity to spend during the show than major events like Singles Day.
OUR KEY ACTIVITIES INCLUDE...
MARKET ENTRY CONSULTING
- Category analysis, top brands/products/ sellers analysis
- Competitor performance analysis, product range, marketing approach
- Sales channel analysis
- Market sizing projections
- Tmall flagship store performance audit with recommendations and implementation roadmap
BUSINESS PLANNING
Annual, quarterly, monthly strategic & tactical planning with platforms
Overall sales estimation and detailed breakdown
Optimization insights into planning (SEO, SEM, relevant tools/data)
Assist in product selection & inventory planning
STORE OPERATIONS
- Daily management & catalog
- Merchandise review
- Event planning and execution
Logistics management & communications
Customer service & CRM
Product delivery & returns management
MEDIA OPTIMIZATION
- Daily testing
- Identify opportunities for optimization (name/keywords, design/images, pricing/offers/ bundles, etc.)
- Make optimization plans, execute, test results
- CPC & CPM planning, budgeting, proposal, and buying
DESIGN OPTIMIZATION
- CPC & CPM image modifications (CTR optimization)
- A/B testing
- Product page modifications (Conversion optimization)
- Product positioning & creative concept development, Promotion & offer development
RESULTS DELIVERY
- Report creation: Monthly, event reports
- Data tracking, raw data extraction, data reporting
SEAMLESS FROM MARKET ENTRY TO STORE OPERATIONS
1Prepare
Market Analysis
Brand Analysis
Competitor Analysis
Go to Market Strategy
‒Tmall
‒JD
‒WeChat
‒Daigou
‒Others..
Platform Selection/Approval
RFP Process
Brand Planning
2Launch
- Platform Relationship Management
- Document Preparation
- Store Application
- Store Setup & Design
- Merchandising
- Sales & Inventory Planning
- Logistics Setup
- Testing
- C/S Training
- Launch Planning
- Store Launch
3Optimize
- Daily Operations
- Traffic Acquisition
- Design & Media Optimization (SEO/SEM, A/B Testing)
- C/S Conversion Rate Optimization
- Merchandise Planning
- In-platform Content Marketing & Brand Awareness Building
- Affiliate Marketing (TaoBaoKe)
- In-platform Events, KOL Seeding, Livestreaming and Live Shopping
- Data Analysis & Reporting
Let's Get This Straight... China's NEVER Easy.
We try to be very honest and transparent about China. Here's what to expect before you dip your toes in the water...
