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Online retailer -- Redbaby's way to success

03-14-2011 08:29 BJT

Today's story is about a fast-developing online retailer, Redbaby. Before we get into the details of its success, let me ask you a question. Have you ever read foreign comic books, with colorful pictures yet no words? A few years ago, one French publishing house faced many challenges in expanding into the Chinese market. But fortunately, it received support from a Chinese retailer to transform its comic books.

The comic books are popular children's books in France. There isn't a single word in the books but colorful paintings. Because of the absence of words, children could speculate and narrate the story in their own way. At that time, there was a vacuum of such books in the Chinese market. So the publishing house introduced these books to China, but they didn't sell well in the market.

The company, which claimed to be able to open up market for these books, is named Redbaby. It is an online retailer for maternity and baby products. Seeking help from Redbaby, the publishing house was not planning to become a supplier of the company. Instead, it was trying to take advantage of a special service provided by Redbaby.

Experiential marketing

The mothers found these comic books could inspire the imagination of their children. As a result, sales of the books soared. In fact, the experiential marketing, which allows a selected group of customers to engage and interact with products, is a highly successful way of marketing. But to precisely identify potential customers involves many difficulties.

In order to build a bridge between commodities and customers, help sellers find their potential customer groups and collect their feedback, one must establish close ties with customers. As a retailer, how did Redbaby manage to establish such close ties with customers? To find the explanation, we need to go back to a visit to Germany by Redbaby’s CEO Xu Peixin.

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