CG 2Helping the Goose to fly in China

Launching Canada Goose in China

Canada Goose was seeing significant sales from Chinese consumers visiting their stores overseas but were unsure on the best way of entering the China market to realise the full opportunity. The brand needed to make sure that its entry into the China market maintained the heat it had managed to build with Chinese consumers around the world.

Hot Pot delivered the ‘从加拿大到中国’ campaign focused on connecting consumers in China with the elements of the brand and product that had proven popular with their counterparts overseas; the heritage of the brand, the craftsmanship of the product and the sense of adventure.

The campaign ran across key digital channels, ensuring audiences in the market were well aware of the brand’s imminent launch, culminating in the Beijing store opening which saw queues around the block for

3 weeks after opening

Year 1 revenue targets delivered within just 5 months of launch, reaching $9m in the full year

Our work

Insights

China Insights:

  • Mined social and digital channels for insight into the perception of Canada Goose among Chinese consumers

  • Discovered that a focus on the product itself and Canadian roots would build longevity in the market with high-value brand fans versus the expensive celebrity-led “it brand” approach of many new entrants

Blueprint-1

China Blueprint:

  • Developed Canada Goose China brand strategy based on insights to avoid purely short-term influencer-driven hype by focusing on core values of quality, product functionality and warmth

  • Defined overall China marketing strategy and roadmap for the brand, digital, e-commerce and O2O

CG HP 1
CG HP 2

Marketing

China Marketing:

  • Conceived, launched and delivered year 1 launch campaigns across Hong Kong, Beijing and Tmall launches

  • Achieved best-in-class WeChat growth and engagement within 4 months of launch, overtaking comp set of North Face, Arc’Teryx and Moncler

  • Launched an O2O campaign as part of the Beijing flagship store opening (opposite), incorporating a WeChat mini programme to drive affinity and deepen product knowledge from those consumers visiting the physical stores (below), as well as geo-targeted footfall drivers

Commercial

China Commercial:

  • Vetting and negotiation support for TP e-commerce partner

  • Helped negotiate 100% full-price launch with Tmall during 11.11 Singles’ Day sales period 

  • Avoiding typical 30%+ discounting for new entrants and helped support long term full-price sales in China

Case Study - Canada Goose