Langnese is Germany’s leading honey brand with over 100 years of beekeeping expertise. They’ve been selling premium European honey across Asia for decades.
Distribution was established. Shelf space was secured.But sales kept dropping month after month.
Langnese needed to understand why the China market had turned against them and find a way back to growth.
We mapped the full distribution chain from import to retail. Analyzed local competitor positioning across major platforms.
Ran consumer research in tier 1 and tier 2 cities to understand actual purchase drivers.
The diagnosis: Chinese consumers had no compelling reason to choose Langnese over local brands at half the price. The market had evolved. Langnese hadn't.
We identified underserved consumer segments and built new consumption occasions around their daily lives, not generic health messaging.
Then we rebuilt the entire approach: repositioning, new distribution channels, product format development, and platform-specific content strategies to change how Chinese consumers discover and use honey.
Nine growth pillars. All agreed by brand and distributor.
The decline reversed. New channels opened in regions where Langnese had zero presence. Distributor commitment returned. Most importantly, Chinese consumers now had real reasons to choose Langnese, and retailers saw it in the sales data.