Case Study
ANZ Outdoor Brand in China
Our client is a leading outdoor brand in Australia & New Zealand. Pattern’s Greater China ecommerce team helped turn around this brand’s struggling Tmall store.
LOCATION
Australia & New Zealand
WHEN
SIZE
Leading ANZ Retailer
COUNTRIES
2
Key Challenges
FACING CLOSURE
- The brand was invited by Tmall Global to open a store in late 2017. By Sept 2018, the Tmall store faced closure.
NO BENCHMARKING STANDARD
- The brand’s internal team had difficulty benchmarking how its local Chinese trade partner was performing against expectations.
PATTERN
Our Approach
Results
In the first month after Pattern took control of this brand’s Tmall store, sales increased by 250%. Sales in November (including Singles Day) increased by 188% year on year. The brand’s Tmall seller rating improved compared to its peers’ scores. Marketing efficiency improved by highlighting lifestyle imagery, rather than just product imagery—display ad click-through rates grew by more than 50%. Alibaba invited the brand to extend its store contract for another year.
DOUBLED SALES
- Sales increased by 250% in the first month Pattern took control.
- Sales in November (including Single’s Day) increased by 188% year on year.
SELLER RATING UP
- The brand’s Tmall seller rating improved compared to its peers’ scores.
MARKETING IMPROVED
- By highlighting lifestyle imagery rather than just product imagery, display ad click-through rates grew by more than 50%.
CONTRACT CONTINUED
- Alibaba invited the brand to extend its store contract for another year.
250%
188%
November Sales Up
Seller Rating
Improved
50%
Display Ad CTR Up
250%
Sales Increased
188%
November Sales Up
Seller Rating
Improved
50%
Display Ad CTR Up
Let's Talk About Partnership
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