Growing the Wedding Candy market in China

The Big Question

Wedding Candy is a huge market in China.  Our client wanted to build a strategy to maximise volume for their brand from this special cultural occasion.

The Insight Map

We began with a landscape review, exploring all the published insight currently available including available sales data by region.  We then conducted social media listening to understand the modern cultural conversation in China around weddings, brides and gifts.  Depth interviews with experts such as wedding planners, retailers and event managers provided more understanding of the path to purchase.  The key insight vehicle was a mobile survey with 750 brides preparing for their wedding or recently married.

The Learning Point

The insight program resulted in a clear map of the wedding candy journey from influencers, to distribution, to promotions, to brands.  Size of the prize was forecasted by region and a workshop in Beijing created alternative strategies to defend and attack the market.

Wedding Candy is a fashion business, constant innovation is needed – but consistent with wedding culture and brand.