MiniJumbuk

MiniJumbuk: Bringing Premium Australian Wool Bedding to China

Summary

• 10+ Sales Channels Activated – Spanning social commerce, live streaming, and B2B networks

• 30K+ Followers & 1.8M+ Impressions – Rapid brand awareness across digital platforms

• 100+ Offline Activations – Including tradeshows, mattress stores, and employee channels

• $2M in Retail Sales – Achieved in first 24 months post-launch

• China-Exclusive Product Innovation – Localised quilt sizes and pricing strategy tailored for market fit

1. Brand Positioning & Launch Objectives

MiniJumbuk, a heritage Australian brand known for its premium wool sleep systems, sought to introduce its high-end bedding line to Chinese consumers. The goals: protect price integrity, educate a new consumer base, and build a multi-channel go-to-market model that balances online growth with physical footprint.

2. Multi-Channel Launch Strategy

We deployed a diversified, 10+ channel approach to maximise reach and relevance:

-> Online Channels:

• Little Red Book Store

• WeChat Video Store & Mini-App

• VIP Shop

• Live streaming commerce events

• Top-tier KOL promotions via WeChat official accounts

-> Offline Channels:

• Sub-distributor partnerships

• Mattress retail chains & lifestyle centres

• B2B networks

• Private purchase programs via employee-focused WeChat mini-apps

This hybrid model ensured consistent exposure and sales momentum across consumer journeys.

3. Social Growth & Consumer Engagement

• Over 30,000 organic followers built across platforms

• More than 1.8 million impressions through social and influencer activations

• Strong traction in premium lifestyle communities, boosting awareness among high-intent audiences

We paired digital visibility with on-the-ground education to help consumers understand the benefits of wool-based bedding in China’s hot-cold climate dynamics.

4. Offline Activation & Trade Engagement

• 100+ events executed across major cities, including lifestyle centres, tradeshows, and in-store promotions

• Enabled hands-on interaction and real-time education around product innovation

• Supported by channel partner activations and B2B placements to scale footprint beyond Tier 1 cities

5. Product Localisation & Commercial Outcomes

• Introduced China-specific quilt sizing to meet market expectations and reduce return rates

• Stabilised in-market retail pricing across both online and offline channels to protect premium brand perception

• Reached $2M AUD in retail sales within 24 months—driven by a deliberate and disciplined growth strategy

Outcome

MiniJumbuk transitioned from a category relative newcomer to a recognised premium player—blending heritage branding with modern sales execution. The market response validated both product-market fit and the long-term demand for premium natural sleep systems in China.

Note: The case studies presented on this website highlight projects led by Jonathan Cox, Stratforms and the China execution team over the past 25 years. They include both current and former client work, and in some cases, projects undertaken in partnership with other entities or collaborative teams. These case studies are shared strictly for historical and illustrative reference, and do not imply ongoing client relationships, endorsements, or current affiliations unless explicitly stated.