Trying to take a brand into a new market is difficult, so get help and advice wherever you can – even if that means studying tourists.

That’s what happened to Whittard of Chelsea, when a steady stream of Chinese visitors to its London stores suggested that there was
demand for the classic tea brand in that country.

Knowing which market is right for your brand’s expansion is only the first step, however.

“Don’t just assume that what works in the UK works overseas,” explains Mark Dunhill, the company’s chief executive. He says that it pays to research the market and find a local partner who’s engaged and passionate about your brand.

That partner also ought to be credible and financially stable.
For Whittard, that was Chinese e-commerce giant, Alibaba Group’s Tmall Global and its affiliate Cainiao, which act as a “gateway to China for brands without a physical presence in the country”.

“It’s very easy to think of China’s 1.4 billion consumers and assume success, but signing up and initially getting yourself abroad is just the first step. The bigger challenge is staying there,” says Mr Dunhill.
“Do your homework and be aware of who you’re getting involved with and what they can do for your business.

“By partnering with Alibaba, we didn’t have the need to employ a whole team of people; we made the most of its vast ecosystem.”…

Read the whole article by Nicole Kobie here >