BBBZS is a Chinese interior design company looking to expand sales of the LG Styler garment steamer. Their action plan includes advertising in trade publications and exhibiting at an interior design fair to promote the LG Styler to commercial real estate developers and office space buyers. If successful, BBBZS estimates they could sell 194-242 Styler units for SOHO office spaces totaling $436,500-$544,500 in revenue.

1. NEW
JOURNEY
Ali Babar, Anita Yuan, Iris Ma, June Hwang, Samantha Whynot

2. How to expand successfully in Chinese B2B market
with LG Styler?

3. Table of
Contents
• Interior Design Industry
• The company: BBBZS
• Action Plan: ATL, BTL
• Optimum Price
• Expected Outcome

4. Interior
Design
Industry
in China
Interior
Design
Industry
Houses?
Office
• Industrial output 32
billion USD in 2010
• Growth rate of 388.9% in
10 years time
• Chinese vacancy rate: 26%
• “People purchase real
estate mainly for
investment”
• Future tendency
• Market Demand

5. Main
Features
• Sanitization
• Crease Care
• Refresh

6. Company
Profile
• Construction & Engineer – Interior Design
Company
• Established in 2006
• Based in Beijing
• Focus on office & business space

7. Sample Designs

8. Why BBBZS?
BBBZS
Partnership
Relations
Sustainability
Value Fit

9. Distribution
Channel
LG BBBZS Real Estate
e.g. SOHO
Businesses
Other business
(renovation)

10. Action Plan
-ATL
Advertise in DECO TIMES
• Covers 90% of interior design
companies and buyers for
commercial housing in Beijing
• Have 90,000-150,000 readers
per month
• Estimated Cost:
$1,500USD for one full page
advertisement

11. Action Plan
-ATL Advertise in Interior Design Fair
• Put the exhibition stand in the Fair
and hand out the flyers
Estimate cost per day:
$285USD

12. Action Plan
-BTL
Step 1: Informational meetings
Step 2: Offer 5 complimentary units
Step 3: Promotional guidelines
Step 4: Showroom display
Step 5: Reviews
Ongoing: Maintenance and Warranty

13. Optimum
Price
• Offer 25% B2B discount rate
• Per unit price $2,250

14. Expected
Outcome
SOHO Office Space Total: 170,000 m2
SingleOffice : 175
# of Office Units: 971
Executive Employees (20-25%) # of Executive Offices: 194-242
SOHO Sales Revenue
(LG Styler Unit price=$2,250)
$436,500-$544,500