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
Woman in Canada Goose jacket outside store

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