Songmont: Distinctive Marketing Strategies of a Chinese-Owned Brand

A prominent Chinese designer handbag brand, has achieved remarkable growth within just 10 years. Songmont's success demonstrates how a local Chinese brand can effectively implement marketing strategies in its domestic market. It also serves as a valuable reference for international brands looking to succeed in the Chinese market.

Table of Contents

About Songmont

Songmont, established in 2013 by Chinese designer Song Fu, started from a personal need. While working at Google, Song Fu sought a stylish laptop tote but couldn't find one. She created a custom bag with her mom, and when she shared it on WeChat Moments, friends wanted to order it.

Initially, Song Fu and her mom managed the orders, but as demand grew, they needed more help. Song turned to her grandmother in Shanxi, who, along with other skilled local women, formed the "grannies' workshop" to boost production.

When demand exceeded the workshop's capacity, Songmont partnered with factories and top international craftsmen for large-scale production.

In 2023, Songmont celebrated its 10th anniversary, growing from a local brand to an international presence.

Brand Positioning of Songmont

Songmont positions itself as a mid-to-high-end brand in a niche market, offering premium quality products at affordable prices. Their bags range from RMB 1000 to RMB 3600 (approximately USD 150 to USD 500).

In terms of product strategy, Songmont focuses on optimizing classic designs rather than frequently launching new products. They currently offer only 10 collections on their official website. Popular models such as the Luna bag, basket bag, and Song bag account for 75% of overall sales.

Songmont's target group is women aged 25-45 who don't rely on luxury brands to define their identity and social status. Instead, they seek high-quality and practical handbags that align with their personal preferences.

Image source: Songmont website

Distinctive China Marketing Strategies of Songmont

• Staying Ahead in Chinese Digital Marketing Trends

While other brands are still researching or hesitating about which marketing channels to join, Songmont has consistently stayed ahead of Chinese digital marketing trends. They have embraced primary digital marketing channels from a very early stage, setting them apart from other brands.

The launch year of Chinese digital marketing channels of Songmont

This proactive approach offers a crucial takeaway for international brands looking to implement their marketing strategies in the Chinese market. The earlier you engage in Chinese digital marketing, the more traffic you can accumulate. Don’t wait until other brands have established their presence on these platforms for years before you join. The market size is substantial, and you could miss out on the initial traffic advantages by delaying.

• A Unique Approach to Influencer Marketing

Unlike many handbag brands, Songmont doesn't rely on super popular influencers or celebrities for their marketing campaigns and brand ambassadorship.

When it comes to influencer marketing, Songmont prefers to collaborate with influencers who are genuine, loyal users of their bags, incorporating them into their daily lives. Rather than inviting high-traffic KOLs who have never used Songmont before, they focus on authenticity and genuine usage.

For brand ambassadors, Songmont chooses celebrities who embody their brand values of feminism, strength, independence, and confidence. In 2024, they selected famous tennis player Na Li as their brand ambassador.

Additionally, they invited 86-year-old award-winning actress Yanshu Wu for their ad campaigns, demonstrating their commitment to representing strong, independent women at various stages of life.

• Engaging Across all Major E-commerce Platforms

The Chinese e-commerce market is diverse, with various platforms dominating different segments. In contrast to some brands that focus solely on a single major platform like Tmall, Songmont has strategically engaged in multiple e-commerce channels to boost sales and enhance brand awareness.

Market Share of E-commerce Platforms in China (2023)

As illustrated in the above graph of market share across Chinese e-commerce channels, Songmont is present on Tmall, Douyin, JD.com, WeChat Mini Program, and Xiaohongshu, covering over 65% of the e-commerce market. This multi-channel approach ensures a broader reach and greater visibility, maximizing its potential in the competitive Chinese market.

E-commerce channels utilized by Songmont

Additionally, Songmont is also active on live-streaming e-commerce platforms like Douyin, Xiaohongshu, and WeChat Channels. This approach aligns with the latest marketing trends and leverages the growing popularity of live-streaming to further engage their audience.

• O2O Marketing for Superior Customer Experience

The decision to open offline stores stemmed from feedback that Songmont's handbags look significantly better in person than in online images. Founder Song recognized the importance of allowing customers to experience the texture and premium quality of the leather firsthand.

In 2021, Songmont established its first offline store in Beijing, and now they have a total of five offline stores. However, Songmont positions these offline stores more as display areas for their products rather than relying on them for sales. Most of their sales still come from digital channels due to Chinese consumer behavior. According to the GMV figures of the 618 campaign in 2024, Songmont ranked second in the sales ranking in the bag and suitcase category on Tmall, reflecting the success of their marketing strategy.

Data source: Tmall 618 Campaign (2024)

Songmont's strategic integration of online and offline marketing enhances the customer experience and strengthens brand loyalty. By enabling customers to physically interact with products while sustaining a robust digital presence, Songmont effectively leverages the advantages of both worlds.

Conclusion: Key Takeaways for International Brands

• Early Adoption of Chinese Digital Marketing: Songmont's proactive engagement in Chinese digital platforms underscores the importance of early adoption. International brands should prioritize establishing their presence on key platforms to leverage initial traffic advantages.

• Authentic Influencer Engagement: Instead of relying solely on high-traffic influencers and celebrities, Songmont focuses on authentic influencer and celebrities partnerships aligned with their brand values. This approach fosters genuine connections with their target audience.

• Multi-Channel E-commerce Strategy: Engaging across multiple Chinese e-commerce platforms enhances brand visibility and market reach. International brands should diversify their e-commerce presence to capture a broader audience.

• Integrated Online and Offline Marketing: Combining physical stores for product experience with a strong digital presence enriches customer engagement and brand loyalty. This integrated approach optimizes the customer journey in the competitive Chinese market.