The Objective
Inne, a leading children’s nutrition brand from Germany, specializes in scientifically tailored nutritional solutions for children, aiming to lay a strong foundation for lifelong health.
As part of their efforts to grow the brand in China, Inne focused on expanding its presence through high-profile participation at industry-specific events.
Their objectives were to quickly boost sales, expand market share, and highlight their existing products and new launches.
The Solution
Inne’s strategy centered on leveraging the dual power of Douyin E-commerce Global’s Trends Week and the CBME (Children, Baby, Maternity) Expo in Shanghai to leverage platform traffic and industry influence.
This involved a nuanced product strategy tailored to different age groups and nutritional needs. First, inne utilized brand livestreaming and influencer-driven content to optimize product visibility online and streamline consumer decision-making. This approach, coupled with their attendance at the high-profile CBME Expo, fostered substantial customer acquisition and engagement.
Offline, inne’s dedicated CBME Expo booth showcased its core strengths and comprehensive product line, which received positive feedback from both B2B and B2C audiences. The expo also facilitated distributor recruitment and influencer connections, directly contributing to increased sales via expanded distribution channels.
This involved a nuanced product strategy tailored to different age groups and nutritional needs. First, inne utilized brand livestreaming and influencer-driven content to optimize product visibility online and streamline consumer decision-making. This approach, coupled with their attendance at the high-profile CBME Expo, fostered substantial customer acquisition and engagement.
Offline, inne’s dedicated CBME Expo booth showcased its core strengths and comprehensive product line, which received positive feedback from both B2B and B2C audiences. The expo also facilitated distributor recruitment and influencer connections, directly contributing to increased sales via expanded distribution channels.
On the digital marketing side, inne’s efforts were strategically aligned with the Global Brand Trends Week theme of “Summer Boost for Babies,” utilizing short videos to create buzz around single products and drive pre-event interest.
Using Ocean Engine Shopping Ads placed on Douyin, inne’s advertising strategy focused on livestreaming promotions, short video ads, and product card ads to drive traffic and acquire new users. This comprehensive strategy also helped to maximize the conversion value across their livestreaming, e-commerce, and influencer channels.
Ad Products
The Results
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20M RMB in GMV
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No. 1 in baby & maternity nutrition
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No. 1 in milk powder supplements
By aligning its strategies with Douyin E-commerce Global’s Trends Week and the CBME Expo, Inne’s online and offline strategies combined to elevate the brand’s profile, store ranking, and sales numbers.
As part of their successful campaign, inne’s brand livestreaming efforts achieved real-time viewership of over 1,000 users, helping sales to surge by 200%. Their overall gross merchandise value during Douyin E-commerce Global’s Trends Week exceeded 20 million RMB, reflecting a 52% increase over the previous period, which included securing the top position in both the general baby nutrition and formula categories.
Lastly, by integrating efforts across content platforms and merchandise showcases, inne effectively increased its 5A (Advocate) demographic assets by 48% and improved its A3 (Ask) ranking by 22 places, with A3 conversions significantly surpassing industry averages.
