B2B

Mapping Out a Well-informed National Expansion Strategy for a US Consumer Electronic Brand 为某美国消费电子品牌制定完善的全国扩张战略

我们的客户是一家美国消费电子品牌,正在制定其音响产品在中国市场扩张的战略, 并计划在18个月内执行。为了制定完善的铺开/扩张战略,客户寻求我们了解潜在的市场规模和市场机遇,不同地区的消费者习惯和偏好,区域分销的挑战和最佳案例,以及在客户的每一个音响产品细分市场的主要竞争对手的经营模式。

Background

The client, a US consumer electronics brand, was formulating a strategy to expand the presence of its audio products in the China market, to kick off in 18 months. To map out a well-informed national roll-out / expansion strategy, the brand needed to understand the potential market size and opportunity, consumer habits and preferences across regions and cohorts; regional distribution challenges and best practices; and key competitor business models for each of their audio product segments


Solutions

•    Evaluated overall market sizes, key players, and distribution channels for each of the audio product categories, as well as research into the growth of category drivers such as rising electronics consumption, internet/computer/mp3 usage, etc. 

•    Understood the importance of audio to various consumer cohorts, the drivers of consumer preferences and demand for audio products, successful and unsuccessful business models, and distribution challenges and best practices throughout the country

•    Mapped out detailed competitor profiles to understand competitor value chains, business models, distribution models, and brand strategies


Methodology

•    SmithStreet conducted in-depth interviews with more than 90 respondents, including experts, retailers & distributors and manufacturers across 10 cities in China, from Tier 1 cities, to inland Tier 2 and 3 cities such as Changsha and Nanning

•    SmithStreet conducted quantitative consumer survey among Tier 1,2&3 cities, to determine how consumer buying habits, device usage, preferences and value perceptions vary across regions and key consumer cohorts


Selected Findings



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