18 month China market entry plan
Hot Pot helped Canada Goose drive exceptional growth in China via the creation of a China marketing strategy, digital ecosystem build and supporting major launches on both eCommerce and physical retail launch in Beijing and Hong Kong.
01. The Business Needs
Deliver a strong and durable entry into the mainland China market for Canada Goose. Focus on a best-in-class digital ecosystem to drive brand and commercial success.
02. Our Approach
From Strategy to Planning to Execution
- Mined social and digital channels for insight into perception of Canada Goose among Chinese consumers
- Insights informed brand strategy 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 brand, digital and eCommerce across Hong Kong and mainland China launches
- Creative ideation and planning for overarching “From Canada to China” launch campaign
- Adaptation of core campaign to specific tactical initiatives for HK, Beijing store launches and Tmall store launch
- Set up, launched and grew digital presence across targeted platforms – WeChat, Weibo, Dianping, Baidu, Zhihu
- Built specific O2O WeChat mini programme allowing offline users to experience hero products within the WeChat environment
03. The Results
Delivered success in Year 1
- Initial revenue targets hit within 5 months
- Revenue of CAD$20m+ in Year 1
- Helped negotiate 100% full price launch on Tmall during Singles Day sales period
- Best in class WeChat growth and engagement within 4 months of launch, overtaking longer-standing competitors Moncler, Arcteryx, and North Face
