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Fruit d’Or Launches on Tmall in Around 30 Days

How WPIC helped the Canadian berry producer move from market assessment and setup to live transactions in China in roughly one month.

Industry

Key Deliverables

Quebec Brands Finding Massive Success in China - Fruit d'Or case study

About Fruit d’Or

Fruit d’Or is a Quebec-based producer and processor of cranberries and wild blueberries, supplying berry products to markets around the world.

The company worked with WPIC to assess the opportunity for its products in China and rapidly establish an e-commerce presence for its Patience Fruit & Co. snacking brand.

Identifying the Right China Opportunity

Fruit d’Or entered the project at a time when online grocery shopping and demand for health-focused foods were accelerating in China.

The company saw potential for its dried fruit and berry snacks, but needed a clearer understanding of which products were best suited to the market and how quickly it could establish the infrastructure required to begin selling.

Speed mattered, but so did product selection, channel strategy, and the practical work involved in launching on a major Chinese marketplace.

Building the Market Entry Strategy

WPIC used Discripto® to analyse the category, competitive landscape, and consumer demand before developing the launch strategy with Fruit d’Or.

The work covered product positioning, sales targets, channel planning, and the marketing mix required to support the launch.

WPIC also handled the operational groundwork, including Tmall registration, merchant account setup, trademark-related processes, and coordination with Alibaba’s Cainiao logistics network.

Launching on Tmall

WPIC designed and built Fruit d’Or’s Tmall store, including the store architecture, visual design, product pages, creative assets and user experience.

Once the store infrastructure was in place, WPIC coordinated the operational launch and activated the initial marketing programme.

This included social media, in-platform advertising and livestreaming, as well as participation in the 6.18 shopping festival.

WPIC also supported the financial and administrative processes behind the operation, including merchant settlements, taxes, foreign exchange, and repatriation of funds.

Results

Fruit d’Or moved from administrative setup to launch and transactions in China in roughly 30 days.

The campaign for Patience Fruit & Co. also received Tmall’s Global Specialized Health Award, recognising the programme based on sales, engagement, and qualitative performance.

The project gave Fruit d’Or a fully operational Tmall presence and demonstrated how market intelligence, platform setup, logistics, store operations, and marketing could be coordinated into a rapid China e-commerce launch.

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