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.

LocationAustralia & New Zealand
When2018
SizeLeading ANZ Retailer
Countries2

Key Challenges

This leading outdoor brand in Australia & New Zealand was invited by Tmall Global to open a store in late 2017. By Sept. 2018, the Tmall store faced closure due to its low sales and Tmall seller score. It was hard for the brand’s internal team to benchmark how its local Chinese trade partner was performing against expectations. The brand asked Pattern to audit its Tmall operation and Chinese marketplace trading partner to provide advice on best practice.

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

We audited the existing operation against Pattern’s Tmall scorecard. We recommended quick wins to drive operational efficiency and immediate sales performance improvements within one month. After the audit was completed, the brand engaged Pattern as its new Tmall trading partner, including carrying out the operational turnaround plan and managing its Tmall search and display marketing.

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.

Sales Increased

250%

November Sales Up

188%

Improved

Seller Rating

Display Ad CTR Up

50%