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Tchibo in China - Tmall Global flagship store and social media

When entering China, Tchibo selected to first concentrate on its coffee business. How do we set up the e-commerce strategies to achieve successful market entry and strengthen the brand’s presence in a market where tea is deeply rooted in the culture?

Tchibo in China

Project details

Tchibo was founded in 1949 in Hamburg focusing on the coffee business, gradually transforming it’s business and became well known for its range of non-coffee products that change weekly. When entering China, Tchibo selected to first concentrate on its coffee business. How do we set up the e-commerce strategies to achieve successful market entry and strengthen the brand’s presence in a market where tea is deeply rooted in the culture?

From the store designs on the Tmall Global flagship store to social media strategies, we use the selected elements strategically to design contents that are relevant to the local market so the consumers could resonate with the brand. In this way, we support enhancing Tchibo’s brand awareness and the brand’s presence when growing its coffee business in China.

Social media and e-commerce strategy

What kind of social media channel works best if we want to establish a strong connection between the brand and the market? How does influencer marketing work in China? Who is the top key opinion leader (KOL) we should work with for live streaming to introduce the brand? Should the brand adapt or transform? E-commerce in China has the most fast-moving and dynamic system that has been developing faster than any other part of the world. For brands entering into e-commerce in China, digital marketing and social media communication strategies need to be localized and regularly adapted. This is one of the most essential keys to success in the Chinese e-commerce dynamic environment where the needs and habits change rapidly.

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ONLINE
FLAGSHIP
STORE

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SOCIAL
MEDIA
STRATEGY

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KOL LIVE
STREAMING

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CROSS-BOARDER
BUSINESS

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BRAND
POSITIONING

ONLINE STORE DESIGNS

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