My Journey to Growth Hacking for Product Launches in China

Introduction??

Bringing a product to market in China is a significant challenge, especially in a market as dynamic and complex as this one. Over the years, I’ve learned that while having a great product is important, understanding the market and how to navigate it is crucial. My journey in China started with the launch of the Daphne Holland Store in 2013, and every step since has shaped my approach to helping brands succeed here. It’s been a lot of trial and error, but that’s how you grow, right?

The Early Days: Learning from the Daphne Holland Store??

When we launched the Daphne Holland Store back in 2013, I had no idea what we were in for. We were one of the first Dutch online retailers in China, and I thought getting the store set up would be the hard part. Turns out, that was just the beginning. Selling in China’s digital landscape was a whole different ballgame. Nothing we tried seemed to stick, and with a limited budget, we had to get creative. That’s when we discovered the power of data and growth hacking. We started experimenting, tweaking, and learning from every failure. Slowly but surely, we found what worked. I won’t lie—there were many moments when I wasn’t sure we’d make it. But those struggles turned out to be the foundation of what came next.

The Turning Point: Discovering the Power of Data??

The Daphne Holland Store’s success eventually caught the attention of Philips. They asked for help testing a new product in China before it was even fully developed. This was a huge turning point for me. Up until that moment, I had always thought product development was something you did in isolation—get everything perfect, then release it. But this project taught me the opposite. By incorporating data from the R&D phase, we were able to improve the product-market fit before the product was even finalized. That experience opened my eyes to the potential of data in shaping more successful product launches, and it’s a lesson that still guides me today.?

Founding Chaoly: A Data-Driven Approach??

In 2019, with those lessons in hand, I co-founded Chaoly. Our mission was simple: help brands optimize their digital performance in China by combining data, AI, and constant experimentation. One of the core principles of growth hacking is the idea of running small-scale experiments to fail fast and fail small. In China, where failure is often seen as "losing face," this Western mindset of accepting failure as a step toward growth has been surprisingly welcomed by many brands. They appreciate the idea of testing early, learning quickly, and scaling what works. Over time, we realized that the brands that thrived here were the ones that could quickly adapt, identify untapped niches, and evolve their strategies faster than anyone else. It hasn’t been an easy journey, but it’s been one where I’ve constantly been inspired by how much is possible when you listen to the market and are willing to try new things.

In China’s Fast-Paced Market, Speed is Essential

One of the biggest lessons I’ve learned is that speed matters more than perfection in China’s dynamic market. It’s tempting to wait until a product is fully developed, but I’ve seen time and again that the most successful brands take a more agile approach, testing ideas with minimal viable products (MVPs) and mock-ups to gather real feedback early on. It’s a bit nerve-wracking, putting something out there before it’s polished, but this method allows you to refine based on what truly resonates with consumers. Of course, there are always challenges—especially when legal teams worry about testing products that don’t officially exist yet. To work around this, we’ve tested concepts under fake brands in small-scale, real-world experiments on platforms like Alibaba. It’s not always easy, but the insights we gain are so much more genuine than what you’d get from traditional methods.

Transformative Results: The Impact of Our Methods??

Since founding Chaoly, I’ve seen firsthand how combining deep customer discovery with rapid marketing-mix optimization can transform a brand’s ability to succeed in China. It’s not just about moving quickly; it’s about moving smartly, with real data guiding every step. I think back to projects with brands like Philips and Nestlé, where we were able to launch products faster, more precisely, and with a higher chance of success because we were willing to experiment and learn on the go. There’s no feeling like helping a client not just survive but thrive in such a competitive market.

Conclusion: Embracing Continuous Learning??

If there’s one thing I’ve learned on this journey, it’s that nothing stays the same for long in China. What worked yesterday might not work tomorrow, and that’s okay. The key is to stay curious, keep learning, and be willing to pivot when needed. The journey from launching the Daphne Holland Store to building Chaoly has been one of constant growth—both professionally and personally. China is a market that rewards those who are adaptable, who listen closely to their customers, and who aren’t afraid to take risks. I hope my story encourages others to embrace data, stay agile, and never stop seeking out new opportunities. In China’s fast-paced market, the key to success is your ability to pivot and keep moving forward, while having fun doing so. ?