China’s economy expanded by 6.9 per cent in 2015. While the growth of China’s consumer goods imports slowed down in 2014, the average annual growth between 2010 and 2014 was still as high as 24.7 per cent. Retailers continue to view this market as having significant positive potential and the government plans to further boost domestic consumption and double household income by 2020. (Sources: Euromonitor International | Inside Retail Asia)
The announcement & Seeding stage.
We are targeting a broader customers to let them know that Bread & Beast is here. Setting the time at late of February is because that’s the time when International students are coming back. But when they first come back, they might be very busy with enrolment, or selecting courses.
The accurate targeting stage. We are introducing our main menu, how we cook them, the selling points to attract them to the Bread & Beast pop-up store.
Wave 3:The harvesting stage.
After the first 2 rounds seeding, now students have settled from the busy pre-semester preparation situation. The time is just right for them to go to the pop up store.
Campaign Performance: Same day different week comparison. Sales increase 200%.