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Dr. Martens

Market Entry / New Channel Strategy

Year2021Share

MARKET ENTRY/NEW CHANNEL STRATEGY

Brief

Dr. Martens was seeking to re-enter the China market through an Online and Offline approach. The brand needed a strong partner to plan and execute the market entry strategy as well as handle daily E-commerce and digital marketing operations.

Challenge

Dr. Martens was the iconic utilitarian boot brand for punks, skinheads and grunge rockers for decades and withstood the test of many eras. But with the hip-hop streetwear and sneaker culture priming, the brand needed to find a way to stay connected to the Chinese millennials and Gen Z and keep the brand young.

Solution

Full Jet powered by Baozun provided integrated solutions including E-commerce operations, social media and community management, campaign activations, media buy & KOL suggestions as well as offline events.

Results

Dr. Martens Tmall Store ranking in women footwear category improved from #399 to #16 within 8 months. Year-on-Year sales increased by nearly 16 times from sales achieved previously by Dr. Martens’ distributor. Number of followers for Dr. Martens WeChat official account tripled within a year, and Weibo followers doubled within the same period. The brand also participated in major campaigns such as Tmall Boots Festival and launched activations such as Battle of Bands to build awareness.

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