Changhong is China's biggest electrical goods manufacturer and their business challenge for Australia is introducing a foreign brand into a local culture.
Unknown as a brand in Australia and to overcome perceptions as a cheap Chinese product, Changhong needed to break into an extremely cluttered and very flat retail market with some solid quality credentials.
Part of their initial strategy was to align with a local charity, to gain a sympathy vote.
Longer term, employing a value strategy across the range, we aim to very quickly position them as the contemporary value brand that allows customers to live big and save big.
In a recent short term promotion Changhong gave us $15,000 as a budget to sell their fridges through Harvey Norman, Good Guys, Joyce Mayne and Seconds World.
A $100 cash back offer, to be redeemed online, was developed on a portal off their existing website and unique point of sale items with some retailer catalogue support.
Changhong sold 10,000 new fridges in 2 months and the retailers couldn't get enough stock - A very successful retail campaign cost the client $1.50 per fridge sold!
