Initiative

Market assessment research project for China rollout strategy

Business Problem

As Lululemon was looking to enter the Chinese market, they did not know what the size of the opportunity was. They were unsure what the main online e-commerce platforms were and what their competitors were doing in China.


DETAILS

Solution

WPIC ran a market assessment research project for Lululemon to be used as part of their Chinese rollout strategy. WPIC scraped data from direct competitors on Tmall to create more than 200,000 data points for analysis. Then, WPIC scraped data and developed a baseline view for where competitors stood in the market at the time and what categories were over and under performing.

Following that, WPIC scraped and cross-referenced Tmall, JD, and standalone stores to illustrate price differentials and rollout strategies for main product categories: i.e., what major differences between platforms exist and what were the main drivers that attracted new registrants? WPIC identified Top 10 products on each e-commerce platform, as well as their price differentials between competitors.

Baidu search volume and PPC analysis not only provided insight into which keywords might have been low-hanging fruit, but also insight into which combinations people were or were not searching for (i.e. areas to improve/double-down).

Demographics were pulled from Tmall and Baidu’s back-end to uncover users’ gender, geographic locations and keyword growth. This gave Lululemon a clear indication of who, where, and when they should allocate marketing and inventory resources.

All content from several key opinion leaders was scraped and then dissected to provide insight into what makes each of them tick and why consumers see them as leaders. The final product was a KOL acquisition, development, and retention strategy.

Result

Overall, WPIC provided Lululemon with the information necessary to allocate resources to the appropriate e-commerce platform, import and stock the right amounts of inventory at the right time at the right price, achieve top rankings with accurate SEO, and choose the right KOL’s for a powerful thought leadership program.

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