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The client is a European premium beauty brand with a global presence. The company draws inspiration from Mediterranean cultures, emphasizing natural ingredients and traditional production methods. Its extensive product range includes skincare, fragrances, haircare, and bath and body products, each embodying the essence of Provencal beauty and well-being.
Out of all the revenue streams generated by our client, gifting represents a core customer acquisition mechanic for the brand which is today recognized as a “safe gifting option” for a significant share of (Asian) consumers.
In this context, they reached out to Daxue Consulting to further optimize its gifting strategy in Mainland China.
Our goal was to provide accurate market sizing estimates and identify relevant gifting occasions for the client in Mainland China. To do so, we divided our work into 3 steps:
Step 1: Qualification and mapping of the most popular gifting occasions and competitors benchmarking
Step 2: Deep-dive into relevant gifting occasions
Step 3: Analysis of corporate gifting occasions and practices
We started from a meeting with client’s team, to understand the average sales of gifting products and the key competitors. We also researched and used social listening tools to see which are the most popular gifting occasions among Chinese beauty consumers.
We then organized in-depth interviews with up to 50 consumers from different consumer segments, age groups and locations, to comprehensively identify and qualify the relevant gifting occasions.
In this step, we carried out the same interviews, but this time focusing on corporate gifting culture, which helped us assess the business potential of B2B gifting occasions.
We delivered our extensive report to the client, including best practices to leverage gifting occasions and actionable recommendations to support the client’s gift squad in implementing a suitable gifting strategy in China (incl. key occasions to capitalize on, product proposition and messaging).
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