Helping the Goose to fly in China

 

Canada Goose were seeing significant sales from Chinese consumers visiting their stores overseas but were unsure on the best way of entering the China market to realise the full opportunity. Hot Pot was tasked with delivering a strong and durable entry into mainland China for Canada Goose focusing on a best-in-class digital ecosystem to drive brand and commercial success.

Our work:

  • Mined social and digital channels for insight into the perception of Canada Goose among Chinese consumers

  • Developed Canada Goose China brand strategy to avoid purely short-term influencer-driven hype by focusing on core values of quality, product functionality and warmth

  • Defined overall China marketing strategy and roadmap for the brand, digital and eCommerce across Hong Kong, Beijing and Tmall launches

  • Implemented this strategy, delivering against initial year 1 revenue targets within just 5 months

  • Helped negotiate 100% full-price launch on Tmall during Singles Day sales period (avoiding typical 30%+ discounting)

  • Achieved best in class WeChat growth and engagement within 4 months of launch, overtaking longer-standing competitors Moncler, Arcteryx and North Face

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