Digital Strategy for a multi brand Cross-Border Jing Dong Retailer
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Marketing Associate
Objective
Alpine Cabin is a Swiss multi-brand retailer that sought to bring their diversified product line to the Chinese market. bringing the best of Swiss made products to China. To effectively bring the Alpine Cabin marketplace with a range of product categories (skincare, mom & baby, chocolate, cosmetics) to the robust Jing Dong market would be a challenge. The project’s mission was to build brand stickiness and reputation for Alpine Cabin as a trusted gateway to Swiss products for Chinese consumers.
Approach
THINK
Preeti led a team conducting ground-level research to arrive at applicable insights using techniques that included:
- A brief initial study for primary consumer research
- Interviews with category, e-commerce, and growth specialists
- Social listening
3 Cs Research
| Category | Consumer | Channels |
|---|---|---|
| Benchmarking of relevant cross-border retailers for acquisition & engagement strategies | Scanning online conversation spaces around Swissness / Swiss lifestyle | Channel Mix for sales, brand building & loyalty building objectives |
| Study positioning, Hero product for China Market | Identifying potential niches of consumers | Distribution channel mix relevant for category & consumer |
| Distribution and Marketing strategy & channels | Dominant & emerging trends | Prioritised list as per importance in budgets & efforts |
BUILD
Preeti and her team of digital strategists went on to develop and deliver to Alpine Cabin:
- Unique brand offer for China
- Long tail acquisition sources
- Engagement and repeat purchase tactics
- Strategic direction for WeChat and role in customer journey (linked to the JD store)
- List of relevant media and KOLs for PR outreach programs
- A customized marketing structure for China
Results
Upon completion of the project, Alpine Cabin left with a clear understanding of how to leverage China’s e-commerce and social media landscape to build their brand and customer acquisition strategy. The brand engaged specialty agencies for e-commerce and KOL to execute the marketing plan presented.
Stephen Altorfer
Co-Founder, Alpine Cabin
“Preeti and her team have their finger on the pulse when it comes to the China digital marketing scene. They backed the expertise with a quick and effective online research that gave us some valuable pointers for positioning, customer acquisition and online marketing + channels mix. The team quickly understood our asks as a cross border business from Europe and gave us a top level strategy but also quick win tactics linked with ROI and timeline to success in China e-commerce. I recommend any business owner who is looking to refine and strengthen his China digital strategy & online marketing plan to have a chat with Preeti”
