CASE STUDY
Qiviuk China Market Entry
Using KOLs and live-streaming to achieve 2000%+ increase in e-commerce sales
BEYOO worked with QIVIUK, a Canadian brand specializing in handcrafted and sustainable luxury clothing, to successfully launch its China market e-commerce and social media.
About QIVIUK
Qiviuk is a brand specializing in handcrafted and sustainable luxury clothing. Its focus is on creating high-quality knitwear garments, accessories and emphasizing sustainable craftsmanship. Headquartered in Alberta, the brand uses the world’s finest wool fiber including ultra-rare fibers such as Muskox located in the Canadian High Arctic, which is known for its quality and luxury. The brand also uses merino wool, cashmere, mulberry silk yarn, alpaca, bison and more.
The name Qiviuk originates from Qiviut – “the warmest, softest wool fiber and yarn found on earth.” The brand has partnered with the Arctic Indigenous population in Canada to help produce its products and consumers can find a variety of products including clothing for women, men, children and accessories.
The Challenge
One of the brands’ main customer groups is Chinese tourists. COVID had a significant impact on the brand as Chinese tourism in Canada is struggling to return back to normal and there is no timeline on when it will return to levels prior to the pandemic.
In the meantime, luxury spending in China has been decreasing significantly year after year since the end of COVID. Many major luxury brands are struggling to survive in China. Without any brick-and-mortar store in China, it also presents great challenges to build trust with customers.
2060%
E-commerce Revenue
621,958
Total impressions
1211%
Social media engagement
The Objectives
- Build brand awareness among high-networth Chinese customers in the US and Canada first, and then China.
- Focus on Qiviuk’s official Little Red Book account
- Hire the right live-streaming partners
- Partner with the right influencers
- Increase Taobao sales using targeted ads
The Solution
- We recommended Qiviuk to enter the China market through e-commerce and live-commerce only.
- We collaborated with fashion influencers and experts on Instagram and Little Red Book with an audience interested in luxury, travel and high-end lifestyles.
- We hosted several live-streaming events on Little Red Book and Taobao to attract high-net-worth Chinese women in their 30s and 40s who are interested in luxury brands, and high-end foreign products.
- We focused on educating the audience about the materials, the process, and its quality.
