Case Study
Make Your Brand Understandable by Chinese Consumers
YumEarth
https://www.yumearth.com/
– Case Description
YumEarth is an American brand that offers a variety of organic, allergy-friendly sweets. As more people are affected by food allergies every day, their promise is to keep innovating and creating friendly sweets, yummy treats for families.
As 32 million Americans are impacted by food allergies or sensitivities, YumEarth’s “friendly sweets” are free from the top 8 allergens, no high fructose corn syrup, no artificial dyes, non-GMO, and made with simple, organic ingredients.
Evecutive Summary
With the precise targeting of the niche market (Allergy-Friendly Candy), Yumearth has grown into the No. 1 organic fruit lollipop brand in the US market since its establishment in 2007.
However, we found that the same marketing strategy doesn’t work in China. We can not simply copy and paste the success story in America as the market demand and consumer behaviors are totally different.
With systematic research and testing, we successfully worked out the new unique value propositions for YumEarth to adapt to the Chinese market like a charm.
This case told us it is essential to understand your market and make your brand understandable by Chinese consumers.
Challenges
According to the statistics, there are more than 20 million children with food allergies in China, which looks promising for YumEarth to enter the Chinese market.
However, after further investigation, we found that not many Chinese consumers search for allergy-friendly food. Although more and more children have food allergies in China, most of them are not aware of it, neither do they perform any medical tests to find out what they are allergic to. For example, “allergy-friendly food counters” are specially set up in American supermarkets. However, they are nowhere to be seen in China. Thus, the awareness or demand for allergy-friendly food is not strong in the Chinese market.
Finding the unique selling propositions that work for the Chinese market is the top priority to ensure success.
Process
A/B Testings
In order to find out what selling points work the best in the Chinese market, we performed a series of A/B testings based on the product features: organic,
allergy-friendly, healthy, and delicious.
The data was collected from different groups of consumers and different market channels.
Crafted New Marketing Communications
Based on the test results, new marketing communications are crafted based on the below selling points:
- Organic (USDA organic certification)
- Simple ingredients (healthy and safe)
- Delicious (The taste is light and not too sweet according to the real feedback of most consumers, which is also considered relatively healthy by consumers).
Expand the Targeting Audience
Instead of targeting a small group of people who are food allergic, we expand the target audience to both adults and children who enjoy light healthy treats.
Utilized Little Red Book influencer and Live Streaming marketing to quickly establish sales.
Leveraging eSharp’s extensive experiences in food and kids’ products, we quickly establish sales by combining the Tmall sales platform with social media marketing and live streaming marketing.
600+ high-quality posts were created and posted by social media influencers on little red book.
4 live streaming shows were performed in 4 months, which quickly increased the brand awareness and drive great sales.
Final Result
The social media posts reached 2,500,000 followers, 800,000 post reads, 7000+ saves, and 2000+ comments.
￥200,000 Sales were completed in 4 live streaming shows.
% Monthly Growth
NO.1
in Tmall Imported Candy Best-sellers List