Hot beverages brand, Whittard of Chelsea, has attracted new customers and adapted its offer for the Chinese market to successfully compete in this year’s 11.11 Global Shopping Festival.
Daniel Poppleton, international director at Whittard of Chelsea, said: “11.11 Global Shopping Festival is one of the key events in our calendar and this year has been no different. The scale of the opportunity is fantastic, both in terms of generating new customers and enhancing brand awareness.
“In the first three days of this year’s festival alone, we recorded nearly the same amount in sales as we would typically do in a full quarter in the market.
“Our top 10 bestsellers this year included hot chocolate, tea and coffee products – we’ve seen Chinese consumers buy across the breadth of our offer during 11.11 Global Shopping Festival. For Whittard, 11.11 is more than just a sales and promotional period. It offers us an opportunity to take our brand and innovate in ways that capture the imagination of young Chinese consumers, who are constantly looking for unique products. This year, we launched our first product collaboration during 11.11, partnering with British tea brand Novaltea on a “Day & Night” range with our classic English Rose black tea and one of their best-selling alcoholic teas.
“Our success on Tmall over the past five years has given the business confidence to explore broader growth plans in China, including additional offline revenue channels in the market. We’ve found great value in the Alibaba team’s insights-led approach. This helped us tap into emerging consumer trends; ensure that our products hit the mark locally; and that we offer something unique and engaging.
“Brands which are looking at international markets as an export opportunity shouldn’t overlook China – it continues to be an exciting market with long-term potential that British brands should grab with both hands.”