How to Grow Green Designs for Chinese Customers

Koziol » ideas for friends GmbH

How to Grow Green Designs for Chinese Customers
A woman wearing jeans and white sneakers stands in the sunlit forest carrying a mint green Koziol bag in her righthand.

There is a close connection between Koziol and sustainability – but the connection between sales growth and customer understanding is even closer.

the challenge

Koziol » ideas for friends GmbH is a German manufacturer of plastic design articles and high-quality home accessories which has operated with a distributor in China for many years. With a strong focus on sustainability, their products offer high-quality, reusable alternatives to single-use items such as coffee-to-go cups.

Offline sales were growing, but the brand had been stagnating online for years, even in those categories that show above average growth in e-commerce. They approached us to acquire a better understanding of the situation.


The main objective was to stand out from the competition and create more meaningful connections with customers. Based on in-depth market analysis, we supported Koziol in defining and understanding their potential customers in China.

For their e-commerce business, we set the goal of positioning the brand in accordance with their target group, localizing their marketing resources and developing campaign strategies. We analyzed current weak points, discovered untapped potential, and created a genuine and distinct brand strategy.

To achieve this, we conveyed our findings and strategic recommendations through in-depth workshops with the client and distributor. During these workshops, we then recommended strategies to Koziol to activate and convert prospects into a loyal customer base. This included product selection and assortment planning, optimizing PDPs, localizing marketing resources and campaign planning.


We helped Koziol understand how to position the brand in China to achieve these targets, creating a clear brand positioning with the goal to increase brand awareness and sales.

Additionally, we supported Koziol with the planning process of their campaigns. Shopping events such as Single’s Day can make or break the annual success of FMCG brands in China. While every campaign must be planned with current developments in mind, we provided Koziol with general guidelines, best practices and strategic approaches tailored to their brand. With this framework, the foundation for elevating their cross-border success is laid.

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