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- Stagnating revenue and market share
- Existing partner lacked ability to enable new growth channels (e.g., social commerce)
- Fierce competition from various channels
- Inconsistent pricing across channels
- Take-over of all online channels and new prioritization of future growth channels
- Re-building of their e-commerce and offline distribution in China
- Strong partnership, collaboration and trust between Villeroy & Boch and GENUINE
- Revenue increase by +50% in first 6 months
Challenges and Solutions
Villeroy & Boch faced challenges in optimizing operations on TMALL and JD and contending with increasing competition from domestic brands. Additionally, low conversion rates and underperforming paid traffic channels needed addressing. A comprehensive market analysis led to a focus on certain product areas and price segments to improve conversion rates and maximize growth.
Digital Marketing and Brand Building
A targeted digital marketing strategy, leveraging the elegant tone of Villeroy & Boch, helped increase brand awareness and boost sales. This strategy included tailoring e-commerce tactics and utilizing innovative advertising measures.
How we made it
Our approach with Villeroy & Boch has been centered on harmonizing their rich heritage with modern digital strategies, demonstrating how traditional brands can thrive in new markets. By customizing our e-commerce solutions to align with Villeroy & Boch's high-quality standards and aesthetic, we've not only expanded their digital footprint but also enhanced their brand prestige among Chinese consumers, leading to sustained growth and a strengthened market position.
Summary
Key Takeaways: The collaboration between Villeroy & Boch and its strategic partners has been instrumental in navigating the complex Chinese market. The successful adaptation and implementation of the e-commerce and digital marketing strategies have not only improved operational efficiencies but also significantly enhanced brand visibility and sales performance in China. This case demonstrates the importance of a tailored approach in global expansions, emphasizing the role of strategic partnerships, local insights, and continuous adaptation to local market dynamics.
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