How One Fitness Equipment Manufacturer Broke Into the Chinese Market via Data-Driven Decisions

Utilizing our business intelligence and data platform, this Italian company is able to take a deep dive into tens of thousands of data points.

GOAL

To understand the Chinese market's need for its product.

Challenges

Finding, contacting and setting up meetings with qualified clients: all 4- and- 5- star hotels with fitness centers who want are interested in the product.

RESEARCH

A telemarketing survey of 3,000 4- and- 5-star hotels was conducted to find places that were interested to learn more.

OUTCOME

A total of 796 hot leads delivered.

ABOUT THE COMPANY

The company, headquarted in Cesena, Italy, is a world leader in the design of fitness equipment for private homes, fitness clubs, hotels, spas, rehabilitation centers, corporate gyms, universities, professional sports facilities and beyond. 

 

The company has 3 divisions:
Clubs and Gyms, HCP (Health, Corporate, Public) and Hospitality & Residences, positioned in the upper segments of the hospitality market. It operates in the rest of the world through 16 branches, 11 stores and showrooms and a global network of 70 exclusive distributors and it has about 2000 employees.

gfddgfhjgjkhgjhjhjghgjhjghjghhjkv, headquarted in
Cesena, Italy, is a world leader in the
design of fitness equipment for
private homes, fitness clubs, hotels,
spas, rehabilitation centers,
corporate gyms, universities,
professional sports facilities and
beyond.
TECHNOGYM has 3 divisions:
Clubs and Gyms, HCP (Health,
Corporate, Public) and Hospitality &
Residences, positioned in the
upper segments of the hospitality
market.
Technogym operates in the rest of
the world through 16 branches, 11
stores and showrooms and a
global network of 70 exclusive
distributors and it has about 2000
employees.

OPERATING ENVIRONMENT

In 2015, the company saw a profit of EUR 37.1 million and depreciation and amortization expenses of 15.5 million yielding an operating cost of EUR 15.9 million. Economic recovery was uneven during 2015.

MARKET SCENARIO

Global business in the fitness equipment manufacturing market totaled around Euro 7.4 billion at the end of 2015, representing a 3% increase on the previous year, according to an Allied Market Research 2015 Report).

 

The business in which the Group operates is concentrated in the hands of a few significant market operators, with roughly 40% of total business, including both B2B and B2C, being controlled by the top 7 companies.

 

Objectives

Identify

Find all the 4 and 5 star hotels in China with fitness centers.

Connect

Set up opportunities with potential leads.

Create

Create new sales strategies and marketing campaigns based on the new market’s cultural trends.

Plan

Predict the pricing model needed for immediate success.

Solutions

Database Management

 

Detailed and fully up-to-date information of all 4-and 5-star hotels in China. The database is easily integrated in the company’s existing CRM.

Predictive Analytics

 

If the company closes deals with 2% of the leads  (796/100*2=15) at an average amount of €10K,  the company will gain  €150 000.

Telemarketing Campaign

 

A phone-qualification survey was conducted on the entire database of approximately 3,000 4- and- 5-star hotels.

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