Melli Mello - U&A Research on Consumers of a Premium Home Lifestyle Brand
Company overview
Shenzhen Melli Mello Commerce Co., Ltd. is a diversified enterprise integrating R&D, production, agency, and sales, focusing on home furnishings, aesthetic lifestyle products, and children's growth-related items. The company operates a range of branded products, including MELLI MELLO, a Dutch-origin art home brand, which emphasizes original design and cultural fusion across four categories: home furnishings, ceramics, cultural merchandise, and business travel goods. Additionally, the company has developed its own children's brand, TUTUMOMO ("Paint and Draw"), targeting children aged 3 to 8, with product lines spanning children's bedding, clothing, luggage, plush toys, art supplies, and DIY items, all designed to stimulate children's creativity and independence.
Research background
As a relatively new international brand entering the Chinese market, MELLI MELLO possesses certain differentiation advantages in visual design and brand tone. However, due to limited market awareness and low consumer acceptance, its current store operations have not met expectations. To enhance the precision of brand communication, optimize store operations, and improve product and service experiences, Melli Mello seeks to deeply understand consumers' perceptions, preferences, usage experiences, and suggestions for improvement regarding the brand. This insight will support the brand's next-phase marketing strategies and overall market positioning.
Research scope
In August 2019, CEIDEA Research was commissioned by Shenzhen Melli Mello Commerce Co., Ltd. to conduct an in-depth brand experience study targeting the core consumer group for the MELLI MELLO brand in China. The primary research participants included existing VIP customers, consumers of competing brands, and high-income, high-education demographics. Through focus group discussions held in Shenzhen, Xiamen, and three northeastern cities, the study explored key dimensions such as brand awareness pathways, product design evaluations, price acceptance, shopping experiences, and brand culture reception. Additionally, the research examined consumers' perceptions of competing brands and their motivations for brand selection, providing a comprehensive analysis of MELLI MELLO's market positioning and competitive strength.
Expected outcomes
The research findings will enable Melli Mello to accurately identify the core customer profile and consumption behavior patterns of the MELLI MELLO brand, clarify its perceived strengths and weaknesses in the target market, and pinpoint consumers' expectations and pain points across product design, pricing, service, and brand culture. The final report will provide the brand with systematic recommendations for marketing optimization, service strategy adjustments, and product portfolio planning—supporting its localization efforts in the Chinese market, enhancing customer satisfaction and loyalty, and achieving synchronized growth in brand visibility and sales performance.
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