Australian export case study
Australian baby skin care brand MEIMEI is having success in China using e-commerce, a retailing concept that did not exist in China a number of years ago.
With the largest number of internet users in the world, China’s online sales activity is developing at a rapid pace.
The all-natural, organic MEIMEI brand entered the Chinese market seven years ago, but the move to e-commerce in late 2011, plus an improved distribution network, have resulted in increased recognition of the product throughout the vast China market.
In early 2011, MEIMEI’s parent company, Nature’s Care, licensed Shanghai Health Bank Co Ltd as the sole agent in China for MEIMEI’s products.
Health Bank conducted market research and adjusted the brand’s marketing strategies for China, which included the development of an e-commerce team to grow the e-commerce side of the business.
The brand has been particularly successful on the Taobao site, which commands over 80 per cent of the e-commerce market share in China.
After only three months’ presence on this site, MEIMEI is now listed as the top seller in its ‘Baby Washing and Skin Care’ category. Visitor flow to the MEIMEI pages have doubled each month, the transfer rate from leads to customers has been at three per cent, and the rate for returning customers is now 16 per cent.
For MEIMEI, years of effort in the Chinese market have finally paid off.
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