Background

With three decades of industry expertise, Yotrio had firmly established itself as a prominent OEM outdoor furniture manufacturer in China. In 2010, it reached a significant milestone by becoming the first A-share listed company in the outdoor furniture industry, trading successfully on the Shenzhen Stock Exchange. Yet, Yotrio aspired to embark on a new adventure—to transition from an OEM manufacturer through a recognized global brand strategy.

Challenge

To further expand its business, Yotrio is going to establish its own brand rather than an OEM factory before. Different from the Chinese market, consumers overseas have different needs and lifestyle. How to establish a brand that can meet the local consumers and suit in the new market is becoming a new challenge for Yotrio. 

Labbrand is tasked to help Yotrio to create a new outdoor furniture brand that could thrive in the global mainstream market, with a strong emphasis on being recognized as a lifestyle brand originating outside of China.

Solution

Brand positioning

Through executive interviews and extensive research, Labbrand identified the strengths and capabilities that Yotrio possessed, which would serve as the foundation for its brand evolution. This essential understanding was pivotal in adapting Yotrio’s competencies to suit overseas markets. Understanding the target audience was another critical element. Labbrand conducted an in-depth analysis of European and American markets, with a particular focus on millennials. This research delved into their unique characteristics, preferences, and expectations. The next involved a thorough evaluation of the competitive landscape in the outdoor furniture category within overseas markets. Labbrand analyzed key competitors, identifying commonalities, strengths, and weaknesses. Armed with these insights, Labbrand crafted a brand that would deeply resonate with these discerning consumers, and outlined an opportunity space that Yotrio could capitalize on. 

Brand Naming

For the English naming recommendations, Labbrand conducted an exhaustive examination of the brand’s essence, its values, and its vision for the global market. Through an iterative process that considered linguistic nuances, cultural connotations, and market resonance, Labbrand proposed several names that encapsulated Yotrio’s essence. Simultaneously, Chinese naming recommendations were made that would maintain a connection to Yotrio’s heritage while aligning with its new global positioning.

Result 

Yotrio’s collaboration with Labbrand bore fruit, enabling the brand to take a solid first step in its transformation from an OEM manufacturer to a recognized global lifestyle brand. With Labbrand’s guidance on global brand strategy, Yotrio successfully navigated the complexities of international markets, establishing itself as a brand that embraces diverse lifestyles while maintaining a strong connection with its target audience.