The Melchers Group was honoured to participate in the German Brands Day, an event convened by the German Chamber of Commerce in China and hosted at JD.com’s corporate headquarters. The forum brought together senior executives, brand strategists, and market experts from both China and Germany to explore pathways for German brands to thrive in the Chinese market through collaborative innovation and strategic alignment.
Dr Mike Hofmann, Managing Director of Melchers China, delivered a keynote presentation on the market development strategy of Steiff, the iconic German plush toy brand. His remarks highlighted the brand’s nuanced approach to localisation and consumer engagement, underscoring the importance of cultural sensitivity and digital integration in navigating China’s dynamic retail landscape.
He outlined Steiff’s strategic initiatives in China, which include tailoring product design to local preferences, enhancing digital presence through e-commerce and social media platforms, and pursuing co-branding opportunities with fashion, luxury, and lifestyle partners. These efforts are aimed at engaging key consumer segments such as young adults, collectors, and gift buyers, particularly in response to emerging trends like the rise of adult plush toy enthusiasts and the pursuit of emotional value in consumer goods.
The event also featured insights from JD.com on the transformative role of artificial intelligence in marketing. Discussions centred on the enduring reputation of German brands in China—renowned for their engineering precision, quality standards, and design innovation—and the evolving expectations of Chinese consumers.
German Brands Day served as a strategic platform for fostering Sino-German business collaboration, reinforcing the mutual benefits of shared expertise and joint market development. The Melchers Group remains committed to supporting German enterprises in achieving long-term success in China through tailored market entry strategies and operational excellence.
Founded in 1806, Melchers has a longstanding legacy in international trade and cross-border business development. Its partnership with Steiff—established over 140 years ago and globally recognised for its premium teddy bears—exemplifies the Group’s commitment to nurturing brand excellence and sustainable market growth.
Original post: Melchers Group Participates in German Brands Day, Discussing New Opportunities in the Chinese Market • Melchers China
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