Australian Wool Innovation’s China campaigns drove $122m in additional sales of the luxury fibre last year

There is a woollen jumper bonanza taking place in China and knits made of Australian wool are proving a popular choice. Australian Wool Innovation has revealed its targeted marketing campaigns in China last year provided a welcome $122 million boost in sales of Australian wool while the amount of people aware of the luxury fibre grew 40 per cent. The campaigns highlighted the premium natural qualities and effortless style of Merino wool with the aim of making Merino wool the most coveted apparel fibre for consumers during China’s 2021 winter. The biggest selling items were in womenswear, including knitted sweaters and cardigans. AWI acting chief executive John Roberts said the campaign success underlined the importance of promoting homegrown wool to major consumer markets around the world. “Planning is already underway to build on this success and to create even more demand for Australian wool,” Mr Roberts said. “AWI’s wholly owned subsidiary The Woolmark Company has partnered with TMALL to put Merino wool at the front of digitally savvy shoppers’ minds whilst further championing the wool products of premium Chinese and international brands.” AWI subsidiary The Woolmark Company partnered with TMALL to put Merino wool front and centre for consumers while championing the wool products of premium Chinese and international brands. TMALL, which is part of Alibaba Group, is the most visited business-to-consumer online retail website in China and accounts for nearly half of all retail e-commerce sales. Campaign analysis showed $122 million in wool sales throughout Wool Week, the Singles Day Double 11 festival and the Couples Day Double 12 festival — up 40 per cent rise from the $87 million spend from the previous year. The campaign also generated 54,100,936 video views, showing a 230 per cent uplift year on year and 380 million Wool Hub page views, up by 27 per cent. Purchase intention for Merino wool rose sharply, with the percentage of consumers with higher intention reaching 87.1 per cent up by 22.4 per cent from the previous year. TMALL, which is part of Alibaba Group, is the most visited business-to-consumer online retail website in China and accounts for nearly half of all retail e-commerce sales. The Woolmark Company’s collaboration with TMALL built on similar and very successful joint campaigns in the previous two years. The Woolmark Company also worked with the number one livestreamer in China, Viya, to host a livestream event on September 27. Brand partners included MO&Co., Lily, Eifini, GXG, Dazzle, Edition and Ban Xiaoxue.