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Australian Wool Garment Exhibition Launches Promotional Campaign In China

2008/11/20 11:43:00 27

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Australian Wool Innovation Limited (AWI) launched the biggest promotional campaign in China in more than 10 years.

Australian Merino wool uses guerrilla marketing technology for the first time. First, it focuses on selling Woolmark brand stories to Chinese online communities.

According to Mr. Brianvan Rooyen, chairman of AWI, this promotional war covers 5 cities in China, with a population of more than 15 million in each city.

Mr. van Rooyen said: "this promotion campaign is exciting. 8 department stores, 35 Chinese knitted apparel brands and Woolmark license holders have become our partners."

Sales of Australian Merino knitted apparel units will grow by 5% and all pedestrian traffic will increase by 20%.

He said that this promotional campaign will greatly enhance consumer awareness of Woolmark brand.

He said that China is the best place to promote sales, especially at the time of slowing global economic development. People are worried that the western market will be in recession.

In the past 10 years, due to the lack of sales support, the number of Woolmark licensees in China has been reduced by 15% every year, which has led to a growing consumer awareness of Woolmark.

By using the famous Chinese fashion blog and other online promotion technologies, Woolmark will enter the fashion market of young people.

A few weeks later, the promotional campaign has expanded its online access goals.

At present, there are 500 garment licensees in China, of whom 60% are in the knitted apparel industry.

These licenses require AWI to help them train consumers, let consumers know the value of Australian Merino and the significance of Woolmark.

China's traditional consumer media is very expensive, so AWI decided to adopt a comprehensive offline / online strategy, which will provide the best return for its business partners.