Product Localization Go-to-market Strategies

Abstract

Company X is a renowned engineering and technology corporation based in Germany that has established a prominent presence in China for over a century. Company X is actively promoting and leading the way in adopting environmentally friendly technological projects in response to the green energy trend worldwide. A significant step in this direction is introducing their new air-sourced heat pump product line in their Chinese HVAC department, specifically designed to cater to the unique requirements of the local environment and market.
This study aims to assist Company X in its transition towards green technology by developing a strategic plan for introducing its new product in the Chinese market. Upon joining Company X, the author assumed the role of an external observer and started the research by reviewing internal documents to understand the company’s current situation and the product itself. The author concludes that a go-to-market strategy is an essential bridge for its product launch since it can help to meet the company’s transitioning from product-driven to emphasising meeting market demands and enhancing user experience.
Since this study focuses on developing a go-to-market plan for Company X, highlighting the product’s unique selling point is critical to differentiate from intense market competition. To achieve this goal, the author conducted thorough market and consumer research, which involved studying existing literature, conducting field studies, and gathering feedback through surveys and interviews.
From the gathered data, a strategic product launch roadmap was created for Company X. This roadmap offers advice on highlighting features that make the company's heat pump different from others and on effective launch strategies. A key observation was the varied nature of the Chinese market and the specific demands of its consumers. Since user needs and preferences differ from region to region, it is crucial to adapt strategies and, when needed, test them with local partners before a widespread rollout.
Interestingly, the research also showed that many consumers are not fully aware of the ASHP product, signalling opportunities for educational initiatives. For Company X to truly resonate with its audience, it is essential to reimagine its brand image, emphasising sustainability and user experience. The ultimate objective is for Company X's new product to resonate with its target audience and capture a significant portion of the ASHP market share.