GENUINE X Steiff

CUTENESS WITH STRATEGY: STEIFF’S E-COMMERCE REINVENTION

Steiff partnered with GENUINE to redefine its presence in China. Through e-commerce development, livestreaming campaigns and channel diversification, the German heritage toy brand saw stronger engagement, better pricing control and sustainable sales growth.

Services Scope:

Market Research

E-commerce Operations

Social Marketing

Competitive Benchmarking

Management Summary

GENUINE designed and executed a market entry and brand expansion strategy for Steiff in China. Our collaboration focused on shifting from a sales-first approach to a brand-led e-commerce presence. With research-backed positioning, strategic platform selection and continuous data-driven optimization, Steiff now enjoys improved visibility, stronger brand equity and a firmer foothold in one of the world’s most complex consumer markets.

Challenges

Low brand awareness in China despite international reputation
Sales-focused approach hindered brand building
Distributor model weakened pricing control and visibility
Lack of experience on major e-commerce platforms

Genuine solutions

Conducted in-depth market research and developed a localized strategy
Launched and managed Steiff’s flagship stores on Tmall and JD
Activated livestreams and influencer campaigns to drive engagement
Collaborated with local partners to optimize logistics and operations

What our clients say

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CHALLENGES AND SOLUTIONS

Steiff struggled with visibility, weak pricing control, and underdeveloped e-commerce operations in China. GENUINE addressed these through market-specific research, a refined e-commerce strategy, influencer-driven promotions, and enhanced cooperation with local partners. This resulted in measurable brand growth and long-term positioning success.

E-COMMERCE STRATEGY & PLATFORM DEVELOPMENT

GENUINE transformed Steiff’s sales-driven approach into a brand-building strategy, launching key stores on major Chinese platforms, optimizing operations and driving engagement through local marketing formats.

HOW WE MADE IT

GENUINE restructured Steiff’s market presence by combining platform strategy, operational execution, and cultural adaptation. By leveraging livestreams, data analysis, and partner collaborations, we built a system for sustained growth. Here’s how we did it:

Step 1

MARKET RESEARCH & CONSUMER INSIGHTS

We identified market gaps and cultural cues through in-depth research to shape Steiff’s brand message and product focus for China.

Step 2

PLATFORM ACTIVATION & STORE LAUNCHES

Steiff’s flagship stores on Tmall and JD were launched with a strong focus on premium positioning, visual storytelling and operational readiness.

Step 3

LIVESTREAMING & INFLUENCER CAMPAIGNS

To reach modern Chinese consumers, we leaned into storytelling. Through curated livestreams and trusted KOLs, Steiff gained relevance, attention and a growing online following.

Step 4

Conclusion

Fast shipping, smooth returns, trusted service—essential in China’s e-commerce environment. Working with local partners, we ensured Steiff could deliver both products and experience seamlessly.

TAKE AWAYS

‍

GENUINE revitalized Steiff’s presence in the Chinese market through a cohesive e-commerce and branding strategy. From platform activation to livestream-driven sales, every step was aligned to local expectations and performance data. Steiff emerged not only as a sales player, but as a brand with lasting relevance in China.

Unlock your full potential in China

Join forces with GENUINE and let our proven methods give you a competitive edge in the complex Chinese market.

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References

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