Case Study
How re-branding supported a successful entry into the China markets
Client Profile
Skin Care Co.* is a small skin care brand that focuses on products with organic and natural ingredients, serving affluent, health-conscious customers. The company has a strong online and retail presence in several high-income markets.
Client Challenge
Before approaching Mersol & Luo, the company had been trying to enter the Mainland China market without success. Skin Care Co. wanted to tap into China’s increasingly health-conscious consumer market yet didn’t know why they were failing or how to successfully break into the market. Despite many positive reviews from customers in their home market, in China distributors and importers, retailers and e-commerce sites had not shown any interest.
Our Approach
We carried out a comparative consumer study to look at what customers in the Skin Care Co’s home market liked about the products and brand and then compared this to consumer behavior, preferences and other factors in China.
After delivering our conclusions and recommendations to Skin Care Co. we advised them through the process of localizing their branding and presentation so it appealed to Chinese retailers and customers while retaining what has made the product and brand popular elsewhere.
Result
Working with Mersol & Luo, Skin Care Co. was able to achieve its two primary goals of securing several signed agreements with regional distributors in China, and developing brand awareness, sales and loyalty among local consumers.
The client achieved:
7
products
2
product labels
5
importers and
distributors
sales and brand awareness
*We protect the confidentiality of our clients. Although the name has been changed, the results are real.
About Mersol & Luo
Mersol & Luo’s expertise on the Chinese economy assist global companies in ensuring their expansion to China is appropriately prepared for to maximize profits and market impact. By having local understanding, relationships and real-time trade experts Mersol & Luo guides you through the process.
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