ACCEL BRANDZ provides comprehensive market entry support for any international brand or company looking to enter the Chinese market. We focus on incubating a new brand to Chinese market with market intelligence, strategic set up and execution. We are differentiated from other brand agency or consulting firm. At ACCEL BRANDZ we focus on result – client’s business result and sustainable growth in China, both short term and long term.
Our branding + channels+ social media approach has helped many international and domestic new brands grow from zero to one and shortened the market development time by at least 30%. Incubating a new brand is the core strength of our company, through our 5-part market entry framework, including market potential assessment, market entry research, market entry strategy, market entry operation, and acceleration investment.
The key to success for a new brand coming to China is how to smartly set up its social media strategy, especially for consumer brands. Social media branding and social commerce is the most effective and efficient way to get business as well as brand recognition.
E-Commerce rises as a result of growth of social media relationships and high-quality platform-based product recommendations (such as RED). KOLs played a role that broke the traditional communication pattern in the social media ecosystem and turned it into the “decentralized” social media communication model, in which each consumer can speak and transmit information more freely online. And some leaders are able to grasp the public needs and to address the current hot issues. Such leaders stand out and become KOLs. If these KOLs recommend a product, the followers are easily convinced and make the purchase immediately, this is what we called “conversion”.
At ACCELBRANDS, our team, knowhow of social media ecosystem, and resource can assure our client to achieve sales result with much lower market investment in shorter time.
A Case：German anti-hair loss shampoo
A branded German anti-hair loss shampoo entered in China market on 2015 with its unique selling point of anti-hair loss function by caffeine technology targeting young man. 12 months after launch, the brand made very little progress and very few sales limited at one premium supermarket only. After consulting with ACCELBRANDZ team, we clearly identified the brand challenges (lack of consumer education both on hair loss problem and caffeine as ingredient) and business challenges (online distribution), and based on that we provided a market entry strategy with both marketing solution and business solution.
Marketing solution:
Education focused marketing was essential
Data-driven and integrated media campaigns (online to offline).
Social commerce as the key driver for brand image building combined with ROI
Business solution:
Prioritizing online distribution channel development
Expanding major offline premium retailer partnerships
Our achievement：
Brand started to take off from end of 2016, and annual sales revenue reached 3.5million Euro in 2018 with only 4 SKUs. The brand is now recognized as No.1 imported brand on anti-hair loss treatment segment, and penetrated to main e-commerce platforms (Tmall, JD) and social commerce (over 80 KOL’s social commerce stores), and offline supermarkets in China.
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