Background
The Transformation Challenge of a Chinese heritage brand with a 70-year history, “White Cat” pioneered many firsts in China’s home cleaning industry. However, facing a fragmented retail landscape, diversified consumer demands, and intensified price wars, this heritage brand encountered growth bottlenecks. To accurately navigate rapidly shifting market dynamics, White Cat partnered with global leading consumer intelligence company —— NielsenIQ to embark on a data-driven digital transformation journey.
Solution
NielsenIQ’s Omnichannel data solution empowers White Cat’s product innovation and channel distribution, enables White Cat to win in home care market with more precise execution and marketing strategies.
Integrated View
NielsenIQ consolidated data from e-commerce, offline channels, O2O platforms, and emerging channels (e.g., snack discount stores), providing White Cat with a holistic market view. This enabled integrated insights based on consumers, products, and channels to formulate hyper-localized strategies (“one city, one strategy; one store, one strategy”).
Channel-Specific Breakthroughs
- Offline Focus on High Value: White Cat concentrated resources on distributing differentiated, high-margin new products (e.g., Lactic Acid Bacteria-Inhibiting Dishwashing Liquid), ensuring channel profitability and achieving double-digit sales growth.
- Online Focus on Good Value: Aligned with online price sensitivity, competitively priced products were prioritized.
- Omni-channel Strategy: With NIQ’s omnichannel data, White Cat differentiates assortment and pricing strategies between online and offline channels by driving demand with bestsellers online, then introducing more new, differentiated products to offline channels, creating a closed-loop strategy to optimize resource allocation and avoid cannibalization between channels.
Product innovation and channel strategy Enhancement
NielsenIQ insights (e.g., rising consumer health trends) directly drove White Cat’s product innovation. At the same time, data helped White Cat analyze channel structures, identify key channels, and implement targeted marketing strategy.
Results
Eight years of data empowerment delivered significant outcomes:
- Dishwashing liquid sales grew by 120 million USD; laundry category sales exceeded 30 million USD.
- The grocery channel achieved robust double-digit growth, significantly increasing market share.
- White Cat evolved from a traditional brand into a “benchmark for legacy brand transformation”.
Conclusion
Facing new retail landscape (e.g., dealer alliances, snack discount stores), White Cat will deepen its partnership with NielsenIQ. Leveraging faster, more granular Omnichannel data, it will nimbly adapt strategies and explore overseas expansion opportunities.
As Simon Lau, CEO of White Cat, stated: “White Cat and NielsenIQ are not just business partners, but companions of the times.” Guided by holistic insights, White Cat’s goal remains steadfast: to be consumers’ “first choice” in the digital era.
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