American Pet Brand, one of the largest manufacturers of electronic pet training products in the U.S., had entered into the China market and, after a few years, established an impressive level of brand awareness in the country. Content with their level of success in China, the brand was cruising on Tmall without much support.
However, without investing in their brand growth and maintaining a competitive edge with advertising on Tmall, sales slowed down and their social media engagement with customers became idle. The brand was left trying to figure out how to regain its momentum.
After a year of flailing, American Pet Brand realized they could not do it alone and partnered with Pattern to redirect its trajectory on Tmall. Pattern, an ecommerce accelerator, provided the global expertise and resources the brand needed to regain control and succeed on Tmall.
Pattern Developed and Executed a Brand Creative Strategy
Building from a strong brand foundation in one of the world’s largest ecommerce markets, Pattern’s experts:
1. Focused on Brand Image across Advertising and Marketing
Pattern’s China experts worked with the brand to reactivate the existing customer base and attract new customers through a series of marketing activities. Using proprietary technology and data-driven insights, Pattern developed and launched advertising campaigns to drive both traffic and conversion to its listings.
Additionally, the brand launched influencer marketing campaigns that heavily revolved around Key Opinion Leader (KOL) and Key Opinion Consumer (KOC) campaigns. With the extra validation from key voices in the market, increased the reach of and American Pet Brand profile.
2. Updated Product Listings to Optimize Tmall Presence for All Products
Pattern experts helped the brand optimize the Tmall store set up, design, and customer service support. The increase of customer support is essential to gain a competitive edge on Tmall. Primarily because positive customer experiences improve a brand’s Detailed Seller Rank (DSR), and is crucial if you want to ensure that one-time purchasers of your brand are converted into repeat purchasers. Together, these improvements provided for a global increase in customer experience satisfaction.
3. Re-established Seller Control with a New Reseller Cooperation Arrangement, including Marketing Terms
Pattern’s team worked with the brand to set and execute a new reseller cooperation arrangement that invited resellers to purchase through the official channel with better control of pricing, discount, content, and marketing messages.
Creative Refresh Leads to 500% Sales Growth on Tmall
Together with Pattern’s China experts, American Pet Brand was able to achieve incredible results:
- 500% sales growth in only 3 months
- Successfully reactivated the customer base and existing resellers with effective, consistent, and focused marketing campaigns
- Increased brand awareness from social marketing activities, which also increased engagement
Pattern Drives Revenue on Tmall and Beyond
Working together with the American Pet Brand team, Pattern revived the brand and redirected its sales trajectory on Tmall. The quick sales success showcases that by focusing an ecommerce strategy on key brand and advertising components that drive traffic and conversion, a brand will grow its profitability on global marketplaces.
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