Ambitious market goals, with an iconic brand and a large and varied product offering.
Eddie Bauer, a globally recognized US outdoor apparel brand, tasked WPIC with their market and platform entry in China.
Apart from simply raising awareness among Chinese consumers, Eddie Bauer needed to ensure that there was enough of a market for their products. Moreover, if launched, it was imperative that customers convert and the brand grows revenues in a highly competitive space.
WPIC began with a market analysis for Eddie Bauer, to assess the size of the opportunity available to the brand, how competitors were performing in the market, and what strategies would be most likely to drive success on China’s platforms.
The data found that the outdoor industry China for key brands was approaching $13.7 billion USD, with 49% of it from online sales. Additionally, the data found that industry leaders Nike, Adidas, Puma and Under Armour had on average, increased their sales by 300% over the previous 1.5 years. In other words, there was a huge opportunity for Eddie Bauer to drive significant revenue in the market — if they built the right strategy and executed well.
Once the decision to go to market was made, Eddie Bauer engaged WPIC for next steps — licensing, product localization, building and deploying e-commerce stores (native and third party), product marketing and more.
The key deliverables:
- WPIC’s data division identified which products were most likely to succeed in the Chinese market across specific segments of consumers
- WPIC’s e-commerce division integrated Eddie Bauer’s SKUs (more than 2,000) and launched the brand on Tmall and JD, China’s leading third party e-commerce platforms, in time for the 2019 holidays and China’s busy promotional season
- WPIC planned and executed search, social and KOL marketing campaigns for Eddie Bauer, driving awareness, moving customers through the sales funnel
- Eddie Bauer leaned on WPIC’s operations and consulting practices to handle financial structure, repatriation of capital, logistics, customs duties and more.
With third party stores that went live in Q3 of 2019, as well as a native e-commerce platform under development, the brand has begun substantially growing revenues and market share in the Middle Kingdom.
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