The Myth of Overnight Success in China (Part 1)

While meeting with clients over the past few months, I kept hearing about an amazing overnight success that a young American brand has had in China recently. Clients are enamoured with the story: fresh American brand enters China this year, launches a Tmall flagship store along with a few pop-up stores & is wildly successful in its first few months of operation in China.

I’ve been working in China for 20+ years and I know that instant success is a rare thing. If (in fact) the brand became a commercial success so quickly, we should be able to find the trigger.

What was the tipping point? When did Chinese consumers actually start showing interest? What caused their so-called instant success? Can this be replicated for other brands?

So, after hearing it mentioned yet again last week, I dispatched my team to find out if this really was a unicorn or if there was more to it. You’ll love what the data shows so far:

1. The commercial viability is real (a good thing)

BUT

2. The way it happened isn’t what’s been reported (AT ALL)

Check back later this week for Part 2 of the series to find out WHEN and HOW they did it. Anyone that blindly follows such a strategy without understanding why it worked will be in for a rude awakening.

#China #AmericanBrand #InstantSuccess #Tmall #Alibaba #Data