The Market

Today consumers no longer accept that a product is good enough simply because it is imported while price is still of great importance and a major barrier for buying imported groceries. This makes speciality international products hard to buy frequently.

Consumer insight

Shopping for international groceries is opaque and still expensive. Where can I find a store which gives me access to high quality international products at consistently compelling value?

Positioning

The first international grocery retailer in China that makes high quality lifestyle food products from all over the world accessible and affordable.

Aldi launched its ecommerce site in the world’s most competitive environment, China. To succeed, it needed to create buzz and site traffic in the initial few weeks of its launch. The idea was to turn its quality food collections, into a fashion collection and showcase it to a handpicked audience of food and fashion bloggers, chefs, designers and journalists. Their respective social posts and PR write-ups created both traffic and sales. The event was also live streamed to allow a larger audience to participate and purchase immediately made possible with our TMALL partnership.