United Dutch Breweries entered the Chinese market a few years ago with their flagship brand Oranjeboom. The company soon realized the importance of eCommerce in China and decided to launch the new brand X-Mark targeted at the Gen Z generation. Due to the online presence of this target group, X-Mark is sold in a Tmall Flagship store with marketing activities across Weibo, WeChat and Douyin. With the cross-channel activities, it was important to understand the brand buzz. Also, faced with competition from long-standing leaders in the category, United Dutch Breweries requested strategic guidance on where to focus and how to approach the right opportunities.
United Dutch Breweries partnered with Chaoly to develop a systematic approach to optimize Tmall sales, using traffic and conversion data to isolate high-opportunity products. We assisted their Tmall Partner and dived into their China data to produce actionable insights and suggestions for in-marketing experimentation accordingly. Furthermore, our social listening tool helped them to understand the brand buzz and sentiment towards the brand across the main social media channels.
Below are examples of insights provided:
The daily Tmall analytics and insights helped United Dutch Breweries to monitor the activities executed by the Chinese Tmall Partner. In addition, the increased level of transparency and availability of reliable data on their performance resulted in an increased commitment and internal support for eCommerce. Moreover, the social listening results were benchmarked against the brand health of X-Mark in other parts of the world. The digital experimentation provided them with an ongoing opportunity to learn what works and what doesn’t work in China.
