COTTON USA Promotion in China Targets New Homeowners
New homeowners learned how to decorate their entire dwellings with U.S. cotton-rich home textiles during a unique promotion with COTTON USA licensee Shanghai Imagine at a Wonderland Crown apartment complex in Wuhan, China. During the one-month promotion, some 2,800 people visited a model home fully outfitted with COTTON USA home textiles from licensee Shanghai Imagine, from furniture to bedding and curtains.
On the launch day, Shanghai Imagine sold $20,000 worth of bedding sets made from 1,800 meters of U.S. cotton fabrics. Over the next six months, the COTTON USA licensee anticipates additional sales of home textiles made from more than 100,000 meters of U.S cotton fabrics.
This promotion marks the first time COTTON USA has directly promoted an entire home design concept – from furniture to décor – to consumers. The promotion targeted several thousand consumers who recently purchased homes at the new Wonderland Crown apartment community and are in the process of decorating and choosing home textile products.
At the event, Shanghai Imagine’s general manager explained why their products are made of U.S. cotton fabrics and demonstrated how to decorate a home using 3D design software. Cotton Council International (CCI) introduced COTTON USA and further described U.S. cotton’s benefits. Participants received a table cloth made of U.S. cotton fabric so they could see and touch the COTTON USA difference.
Some 15 media outlets reported the event, and third party contributions have already reached more than $ 515,000. COTTON USA will copy the promotion format in another new apartment community in September.