Sofa Company
How SofaCompany Validated Market Potential in China Using Digital Experiments and Market Analysis
Read MoreUnited Dutch Breweries (UDB) ventured into the Chinese market with their flagship brand Oranjeboom and later launched X-Mark, a new beer brand targeting the Gen Z generation. Due to the online activity of this demographic, X-Mark was sold via a Tmall Flagship Store, with marketing efforts across multiple platforms like Weibo, WeChat, and Douyin. However, facing strong competition from well-established brands, UDB required a systematic approach to maximize their eCommerce performance and optimize their in-market strategies. They partnered with Chaoly to address these challenges and enhance their performance in China.
United Dutch Breweries (UDB) entered the Chinese market with their flagship brand Oranjeboom and later launched a new brand, X-Mark, specifically targeting Gen Z consumers. Due to the highly competitive landscape in China’s eCommerce market, UDB faced several challenges, including:
United Dutch Breweries aimed to:
Chaoly facilitated the selection of a new Tmall Partner (TP) and marketing agency based on their experience with foreign brands, their expertise in the beer category, and their successful track record on Tmall. The new partners helped UDB to better manage their eCommerce operations, streamline campaigns, and improve collaboration, ultimately driving better performance.
Chaoly employed social listening tools to track X-Mark’s presence across platforms like Weibo, WeChat, and Douyin. This allowed UDB to:
By understanding the conversation around X-Mark, UDB was able to refine their approach and strengthen their connection with the target audience.
Chaoly acted as UDB’s part-time eCommerce manager, closely working with their TP to optimize pricing, manage in-channel marketing, and conduct ongoing experiments to validate product and price points. Some of the key initiatives included:
By constantly monitoring Tmall performance and experimenting with different tactics, Chaoly helped UDB improve their sales and conversion rates.
Chaoly’s approach provided UDB with significant improvements across various aspects of their eCommerce strategy:
Informed Decision-Making: SofaCompany used the feasibility report and digital experimentation results to make a data-driven decision on market entry.
Financial Clarity: The comprehensive financial forecast provided a clear picture of potential investment returns, helping SofaCompany allocate resources strategically.
Consumer Insights: Digital experiments offered valuable insights into Chinese consumer preferences, helping SofaCompany optimize their product offerings and marketing strategies.
Strategic Roadmap: Chaoly’s roadmap offered a step-by-step plan for SofaCompany, reducing uncertainty and providing clear next steps for their market entry.
Through a combination of trusted partner selection, social listening, and part-time eCommerce management, Chaoly helped United Dutch Breweries strengthen their eCommerce presence in China and optimize their brand positioning for X-Mark. By leveraging data-driven insights and ongoing digital experimentation, UDB was able to refine their marketing mix and improve their overall market performance, ensuring long-term success in the competitive Chinese market.
How SofaCompany Validated Market Potential in China Using Digital Experiments and Market Analysis
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