Problems when entering the b2c market
Posted: Mon Apr 21, 2025 10:29 am
Case: How Vostok-Service Entered the B2C Functional Clothing Market
Sometimes the best way to conquer a new market is to give up trying to conquer the entire market at once.
"Vostok-Service" is the largest developer and manufacturer of workwear in Russia with a 33-year history, 15 factories and a range of more than 12,000 items. The company has set an ambitious goal - to enter the b2c market of functional clothing with a sales volume of 120 million rubles per year.
An approach not adapted to b2c clients: the website, trust taiwan cell phone number list/ metrics and communications were focused on corporate clients;
Uncompetitive product range: in some b2c categories (tourism, active recreation) the company was significantly inferior to specialized brands;
Low brand awareness among retail customers;
Limited retail network: one warehouse store per city, while competitors actively used marketplaces with their extensive network of pick-up points.
Our approach to the solution:
1. In-depth analysis of the target audience. We studied 9 key segments of the b2c audience. For each segment, we identified key needs, pain points, and insights. For example, for the audience of fishermen and hunters, a waterproof coating with taped seams, multiple functional pockets, an affordable price, and special protection from ticks are important;
Sometimes the best way to conquer a new market is to give up trying to conquer the entire market at once.
"Vostok-Service" is the largest developer and manufacturer of workwear in Russia with a 33-year history, 15 factories and a range of more than 12,000 items. The company has set an ambitious goal - to enter the b2c market of functional clothing with a sales volume of 120 million rubles per year.
An approach not adapted to b2c clients: the website, trust taiwan cell phone number list/ metrics and communications were focused on corporate clients;
Uncompetitive product range: in some b2c categories (tourism, active recreation) the company was significantly inferior to specialized brands;
Low brand awareness among retail customers;
Limited retail network: one warehouse store per city, while competitors actively used marketplaces with their extensive network of pick-up points.
Our approach to the solution:
1. In-depth analysis of the target audience. We studied 9 key segments of the b2c audience. For each segment, we identified key needs, pain points, and insights. For example, for the audience of fishermen and hunters, a waterproof coating with taped seams, multiple functional pockets, an affordable price, and special protection from ticks are important;