SmithStreet's Go-to-Market Approach to Partnerships for Retail Brands Entering Greater China

Sep 29, 2017

1. Understanding and Assessing the Market

•  Assess addressable market opportunities

    --- Industry and beachhead market size

    --- Holistic target consumer understanding (i.e. demographic and geographical segmentations, purchasing behavior)

    --- Competitors performance and strategies

•  Identify brand's key challenges

•  Finalize brand's key goals

2. Mapping Out the Distribution Strategy

•  Identify optimal model

    --- Offline/Ecommerce ROI breakdown

    --- Offline: real estate logic

    --- Ecommerce: channels, KOL (key opinion leaders) partnerships

•  Evaluate the organizational structure needed to support China launch

•  Create P&L and investment business case for brand

3. Identifying & Signing Contracts with Partners

•  Identify all potential partners (brick & mortar/ecommerce)

•  Filter shortlist of partners for introduction to brand

•  Negotiate and provide legal support until contract is signed with selected partners

4. Providing Business Operation Supports    

•  Provide a local team to manage on-the-ground operations

    --- Address any issues that may arise from marketing agencies and affiliate partners

    --- Monitor and manage agencies' performance against established KPIs

    --- Track and submit sales performance to brand's stakeholders on a pre-determined schedule (weekly, monthly, quarterly)

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