We strengthened a German coffee brand’s presence in a market where tea is deeply rooted in the culture.
Tchibo was founded in 1949 in Hamburg, focusing on the coffee business at the time, but gradually transforming its business over the years. It became well known for its range of non-coffee products that change weekly.
When entering China, Tchibo elected to first concentrate on its coffee business, which raised important questions: What kind of social-media channel works best if we want to establish a strong connection between the brand and the market? How does influencer marketing work in China? Who is the top key opinion leader (KOL) we should work with for livestreaming to introduce the brand? Should the brand adapt or transform?