The story of a remarkable change of 7-eleven in Japan offers a masterclass in the global expansion. Despite being an American brand, 7-eleven has become a beloved company in Japan with double stores, and has 8x more profit margins than in its home country.
But the international journey of every brand does not end in success. When liquid death, Eddie Water Brand, who conquered American social media, announced the withdrawal of the UK market, joined the ranks of companies that could not copy their domestic success abroad.
What separates the global winners from losing? According to Phil Agne, a practical science expert, his contradiction between these two stories has shown universal truths about global expansion, which extends far more than the convenience stores and canned water.
Liquid death contradiction: Great marketing, wrong context
Liquid death was not about poor marketing exiting the UK – it was about misunderstanding the dynamics of the local market. Why did the sharp water brand struggle here in the UK (read our full analysis here):
- Product market misunderstanding: UK’s high quality tap water and naturally cold climate eliminates two major bottle water selling points: quality and freshness.
- Channel behavior matching: While liquid death performed well in social media marketing, the British buy water in physical stores mainly during the routine purchase. “When the sales point is in fact personally, it is a bit crooked in an attempt to sell it online,” said Agno.
- Lack of Social Evidence: Despite the memorable marketing, Agneo himself did not see a “liquid death” in England. Without the consumption of others by others, the brand cannot take advantage of social evidence. This is an important factor in adoption.
- Poor geographical strategy: Centered Cantropti (such as Jo and th) in key areasE -juice keeping 15 stores in West London), liquid death spreads very thin in the UKTheTing the effects.
7-Well Reversal: American Brand, Japanese Trump
Liquid death story …
