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Growth Strategy

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Formalise your market opportunity with our local knowledge

An LED microscopy company knew it had a market opportunity in China. They had experienced strong growth in sales via agents, but were uncertain about how their industry worked and how to formalise and build their sales presence.

The QIVA team outlined the mechanics of their market – who they were up against, opportunity areas, sales dynamics, major platforms and marketing dynamics. We then identified where our client could play a unique role and out-compete in their field.

Through our field research, we discovered that the client’s proprietary technology was most applicable in diagnosing Tuberculosis (TB). This illness continues to be a major public health problem in China (2.49 m TB deaths were reported between 1990 and 2015, making it the leading cause of death from infectious disease among adults).

QIVA’s client was able to place renewed emphasis on products that were originally not sold in China, but that show particular suitability for the diagnosis of TB. They were also able to develop worthy partnerships and be recognised for their investment and contribution to an issue that continues to affect China. This level of understanding of local issues is very important for both for Chinese people and organisations that want to do business there. In China, business is people.

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Pivot your positioning for growth

A leading sports nutrition company came to us for support to create an aggressive growth strategy following a successful launch on Tmall Global. Our work began with understanding their customers and breaking down certain assumptions that were limiting their ability to establish a strong message with their target audience.

We found the organisation was targeting sports categories like road biking, which were still in their infancy in China. We also identified local customer differences including how they learn about and consume their products.

We discovered that the company’s potential customers in China often sought radically different health benefits from the mainstream international customer profile. For example, they were less interested in body mass growth and keener on weight loss.

Working alongside the business we were able to help the senior team to look differently at their Chinese customer and devise new ways in which to engage them. For a start, they moved from focusing on extreme endurance to marathons. Marathons in China have grown from 13 in 2010 to over 1500 in 2018, driven in part by Healthy China 2030 legislation.