Cheese Republic - Francelysee

#1 e-commerce platform selling high-end cheese in China

Context before April 2016 :

No high-end cheese available in China, only industrial and expensive cheese distributed by large food retailers.
No e-shop specialized in high-end cheese
No information available about different kinds of cheese for Chinese customers

Solution : Cheese Republic, the first e-shop specialized in cheese in China, was born !

Our marketing strategy

Creation of a mysterious "fake leader" called the Governor of Cheese Republic.
Logo referring to French Revolution : French people like to complain and go on strike. We need to reply to this anger!
Essentially targeting French people living in China : French language, French cheese, French humor.
100% mobile based strategy in line with Chinese way of life.

WeChat launch results

2,000

followers in 24 hours

+500

supportive messages

30,000

orders per year

2016 : First steps of Cheese Republic

9 April : Official launch
10 April : 30 kg of cheese sold out in 1h30
20 April : Official launch of the e-shop selling high-end cheese in Shanghai
September : Delivery area extended to all mainland China

2017 : Expansion of Cheese Republic

March : First cheese party
July : E-shop in English and Chinese
September : Soft cheese ban in China during one month
December : 200 participants attending the "Raclette party" in Shanghai

2018

May : First event in Suzhou
June : First event in Shenzhen

Today, Cheese Republic is the first e-shop selling cheese
all over China with more than 60 different SKU!

Scan or click and buy now !