The client was a premium French Cognac brand with over 100 years of history and a global presence. The company had been present in China for decades and operated its own physical stores in Tier-1 cities.
In 2020, the client reached out to Daxue Consulting to acquire a more precise understanding of its local customers in order to better direct its future marketing efforts.
To understand the client’s consumer base in China, the research team used in-depth interviews with end-consumers and distributors. The interviewee segmentation was based on the sales performance per city provided by
The research team conducted consumer in-depth interviews focused on analyzing the following metrics:
To gain a more comprehensive understanding of cognac consumers, the team conducted in-depth interviews distributors. This included on-trade distributors like hotels, restaurants, bars and nightclubs, along with off-trade distributors like wine and spirits stores, and duty free stores.
The research from step one combined with added insights on consumers from the perspective of distributors allowed us to identify common behavioral patterns across participant profiles.
The research team presented the customer profile, their decision making journey, and their purchasing behavior to the client’s management team. Based on the insights derived, Daxue Consulting made suggestions related to the brand, the product, and the channels.