Cherub Rubs is the first Certified Organic Baby Care brand in compliance with Australia’s National Standard for Organic Produce in 2016. Cherub Rubs’ products contain at least 70 – 95% certified organic ingredients, while the remaining ingredients come from natural sources. They use high quality raw materials that are sourced from either within Australia or an organic source. The concentration of essential oils we use is also specifically formulated for the safety of babies.
Cherub Rubs
Industry
Baby skincare
Positioning
Certificated organic and the most trusted & Professional baby products
Stage
Established in AU market (founded in 2004) and well-known in South-Eastern Asian regions but new to the Chinese mainland market
Objective
- ● Build a solid Chinese marketing portfolio, with the assistance of Word of Mouth marketing to make the product prevalent
- ● Stand out in the competitive sector of organic baby products in the Daigou
- ● Build the connection between Cherub Rubs and Daigou retailers
- ● Omni-channel distribution to mainland China
Challenge
- For the first ten years Cherub Rubs has invested little on marketing. Consequently, their products are relatively less attractive to Daigou retailers as they don't have suitable Chinese market-oriented content design - their products may not have absolute outstanding competitive advantages over its competitors who have an impactful marketing strategy with adequate marketing content targeted specifically to the Chinese mainland.
Solution
Upgrading Brand Image & Omni-channel Distribution
ConnectX emphasized their credibility in the field of professional organic products to differentiate it from its competitors. We understand the importance of using content marketing to engage with target audiences.
As their targeted group is middle to upper-class Chinese mums, their marketing materials have been adjusted accordingly to meet the preferences of the consumer group. We realised the need to integrate their marketing efforts with word of mouth and e-commerce distribution for the Chinese market. For the local market, our angle was to distribute their products through the network of Daigou and its local retail stores. This decision enabled Cherub Rubs to have advantages in:
- ● Online/Offline customer participation: active interaction with target customers on social media and events
- ● Daigou engagement: educate the Daigou community about the brand and how to sell their products
- ● Build a distribution network: introduce the brand to cross-border channels to China
Results
Progress of Marketing
● Positive brand image, resulting in affirmative customer reviews. Differentiated Cherub Rubs from its competitors with its organic products certified. They are now viewed as the most trusted & professional baby product amongst the Chinese customers
● Progressively improved the Daigou network relations and increased community engagement
Progress of Distribution
- We received an extremely remarkable order of over 18k units within 1 months through our distinct distribution channel, and an increasing number of cross border e-commerce channels.
- ● Local Daigou Store: 33
- ● Mainland China Sales Channels: 31
Visited Local Daigou Stores
118
China Sales Channels
31
Sales within One Month
20,000