Australian Wool Innovation’s targeted marketing campaigns in China has led to $122 million in extra sales of Australian wool.
AWI’s acting Chief Executive John Roberts says the results underline the importance of promoting our wool to major consumer markets around the world.
“This is more proof of AWI delivering strong results for Australia’s wool grower by tapping into the world’s most lucrative fashion market – China.
The biggest selling items were in womenswear including knitted sweaters and cardigans.
The latest campaign highlighted the premium natural qualities and effortless style of Merino wool – all with the aim to make Merino wool the most coveted apparel fibre for consumers during China’s 2021 winter.
Planning is already underway to build on this success and to create even more demand for Australian wool”.
AWI’s wholly owned subsidiary — The Woolmark Company – partnered with TMALL to put Merino wool at the front of digitally savvy shoppers’ minds, whilst further championing the wool products of premium Chinese and international brands.
TMALL, which is part of Alibaba Group, is the most visited business-to-consumer online retail website in China and accounts for nearly half of all retail e-commerce sales.
The Woolmark Company’s collaboration with TMALL built on similar and very successful joint campaigns in the previous two years.
The Woolmark Company also worked with the No.1 livestreamer in China, Viya, to host a livestream event on 27 September, which was especially popular.
Brand partners included: MO&Co., Lily, Eifini, GXG, Dazzle, Edition and Banxiaoxue.
Campaign analysis shows:
- $122million n wool sales (40% increase year on year up from $87M for AW2020) throughout Wool Week, Double 11 Festival and Double 12 Festival
- 54,100,936 video views – 230% uplift year on year
- +40.5% increase in awareness for Merino wool
- Purchase intention for Merino wool has significantly increased, and the percentage of consumers who have higher intention was 87.1%, up by 22.4% from the previous year
- 380million Wool Hub Page Views (27% increase year on year)
