세라믹 식기 제조업체의 아시아 시장 진출

사례 연구 배경

A tableware company specialized in ceramic products, with hundreds of years of history, was looking for a rapid entry and growth in the Asian market. The company wanted to quantify the growth opportunity for its stylish tableware product lines in two target countries and identify an actionable go-to-market strategy. SIS worked with the senior executives to design the best solution for its business goals.

방법론

SIS developed a comprehensive tableware market entry feasibility and attractiveness study in two countries in Asia. The project involved in-depth discussions with distributors, retailers, and customers. This allowed SIS to gain insights into the trends, growing segments, and demand gaps in both local markets.

중요한 발견들

SIS는 주요 연구 결과 중 다음과 같은 사실을 발견했습니다.

1. Young married couples are the key buyers of ceramic tableware products, while the final buying decision is still made by women
2. 서양식 도자기 식기를 선호하며, 특히 현대적이면서도 우아한 디자인을 혼합한 브랜드를 선호합니다.
3. 두 아시아 국가 모두에서 외국 브랜드 및 수입 식기류는 2013년 전체 시장의 60-80%를 차지합니다. 중국과 영국 회사가 선택된 국가의 주요 수출국입니다.
4. Consumers’ attitudes toward innovative design and international brands represent a great opportunity for homewares producers from all over the world.