Switching Trading Partner

Background

Poor performance, unforgivable mistakes, and difficult collaboration- many reasons can motivate the decision to change TP. A new team to work on your project may be what you need to rejuvenate your business. A family-owned company with more than 100 years of business history has been trying to grow and reach profitability in China for several years without success. Prices have been dragged down, impacting the brand’s reputation and margin room. Even worse, the peak of their Tmall Global flagship store’s operations seemed to be behind them, with sales and their customer base shrinking month by month. Some changes were needed, and they entrusted us with reversing the trend and saving the business.

What we did

In the previous months before we took over, the customer base had decayed to the point where most loyal customers weren’t recoverable, and we had to restart the store almost from scratch. We first designed a new strategy with a different product focus and target audience, updated selling points, and a new store visual identity. We then implemented an omnichannel marketing strategy, establishing brand presence across mainstream social media, building private traffic through official account management, and partnering with KOCs and KOLs to build brand equity and drive sales quickly. Within three months, we established a new monthly sales record, and it was the first time the brand made a profit with its Tmall store. To maintain the balance between growth and profitability, we placed strong emphasis on customer relationship management and achieved a retention rate above the competitors’ average.

After six months, the store recovery attracted Alibaba’s category manager’s interest, and the brand was offered a strategic partnership, providing more resources and support to keep growing.

After one year

One of our new hero products is ranked first in its category. Our CRM efforts produced an above-average retention rate across multiple products. Our AI-powered audience segmentation supported our promotion strategy, leading to accurate targeting of high-potential customers and increasing returns on ad spend by 200%.