Retail

Identifying Customers and Market Entry Point for a Youth Lifestyle Brand 为某年轻生活方式品牌识别消费者群体及确定进入中国市场的城市和时机

我们的客户是一家年轻生活方式品牌,想证实他们在北京和上海是否有顾客存在,并决定将在哪个城市开第一家中国门店。我们通过识别目标客户,分析目标客户的购买渠道和方式,利用模型计算出在每个城市的对我们客户来说有机会的市场规模,以这个可获取的市场规模来建议客户应该首先进入的城市,并得出该城市的顾客与客户的目标匹配得多紧密。

Background

The client has a strong sense of their international customer and wanted to validate whether their customer exists in Shanghai and Beijing, and determine which city to target for its first store in China


Solutions

•    Identified who would be the client’s customer, in the Chinese context including:

--- Matching  the brand’s values and psychographics
--- Who is wearing the style
--- Who are the key customer segments
--- How are customer segments defined differently in BJ, SH

•    Evaluated the lifestyles and hang-out culture of the target customers

--- Mapped out how they spend their free time
--- Analyzed their friend networks
--- Determined that they did represent our client’s target customer
--- Determined key geographic centers for the customer base in both Shanghai and Beijing 

•    Analyzed customer approaches to apparel, accessories and apartment purchases

--- Analyzed approach to channels
--- Identified key decision factors
--- Analyzed current brands purchased
--- Analyzed total spending

•    Modeled the size of the client’s opportunity in each city and recommended the entry point for the client based on the size of the addressable market, and how closely the customer matched the brand’s target


Methodology

•    SmithStreet conducted approximately eighty (80) qualitative interviews with customers in Shanghai and Beijing; given the niche target group of the brand most candidates were identified through site visits and on-the-ground street research


Selected Findings



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