New positioning in China

Client: Canadian Fur Council

A better positioning for an optimum return on investment

The Canadian Fur Council is a national not-for-profit organisation that represents Canada’s entire fur industry, thus one of its missions is to support the national and international marketing and promotion initiatives.
With international competition in the fur industry becoming more and more fierce in the West and given the growing pool of consumers in China, the Canadian Fur Council and its members are looking to increase their market share and are targeting this country as a priority market.

Certain Chinese provinces experience harsh winters and the fur industry there is flourishing. The challenge is to plan a winning entry strategy that will set these new Canadian products apart from others in an already fierce competitive market in terms of competitors, the price offered and the fact that this new brand is unknown.

The Orchimedia team has thus proposed a turn-key solution. Initially, we analysed the fur market in China, and raised some hypotheses for strategic brand orientation. We then conducted surveys among the population in order to understand their perception of Canadian products. Finally, we chose a high-end position and exclusive distribution for the Chinese market.

Canadian label vs. Chinese label

Canada : « Beautifully Canadian »

China : « Dance with extreme luxury, Canadian fur »

The word “dance”, a spectacle enjoyed by emperors, adds movement and sensuality. The word “extreme” corresponds to the new positioning in this new exportation market. Excellence, elegance, distinction and refinement are thus inspired by this hallmark.

Today, this “new” Canadian brand creates a deep desire in Chinese women and is prized by the wealthy Chinese. In 2010, the members of the Canadian Fur Council experienced record sales thanks to China!