Assignment: Timely route through the Chinese Wall


One of the world's toughest firewalls is the one that China set up to protect its population against digital dangers from the Western World such as Facebook and Twitter. The watch brand Triwa's ambition was to enter the Chinese market digitally. And the route in was via RedBridge.

Triwa was founded in 2007 by four friends with the idea of changing the watch industry. "Transforming the industry of watches" through contemporary design, modern marketing and new sales channels. Today Triwa has some 30 employees, 1,200 distributors in 25 markets and an expanded range which also includes watch straps, armbands and sun glasses.


The leap into the world's largest market takes 5 seconds

Like many e-commerce companies, it also dreamed of establishing itself in the world's largest market. The solution was facilitated through a close collaboration between Triwa's business management, external developers and RedBridge. The “Chinese wall” is an effective firewall. All pages with a link to the Western World's social media time out, which means that a completely modified site has to be constructed. At the same time, it still takes 40-60 seconds to download e-commerce sites with a lot of pictures and content. Even Chinese people who are well disposed toward the West get fed up with it. The goal was therefore a download time of eight seconds. It ended up as five. How was it achieved?

RedBridge takes responsibility for the entire process

Triwa had a link to a previous establishment in China where RedBridge was responsible for the solution. “This earlier case meant that we had the company's confidence. RedBridge consists of a range of system engineers who have a solid grasp of business critical IT and vast technical know-how. This enables us to project manage entire processes, starting from the client's present situation and proceeding to the desired outcome, in this case, an e-commerce solution with 24/7 operation adapted for China. We are a sensitive partner and we bridge the gap between management and developer and are happy to take overall responsibility”, says Håkan Melin, sales manager.

Concrete experience and in-depth knowledge

Triwa already had an external development company and RedBridge's remit was to provide it with guidelines concerning how the site needed to be optimised in order to avoid censorship and reduce loading time. Understand what can be scaled away to make gains, but retain brand building design which handles high-resolution content for three language versions, English, Mandarin and Chinese. The final, but important, step was to set up a flow of servers with the last one located in Hong Kong. The entire process took no more than two to three months.

The collaboration delivers a win-win for everybody involved

“Right from the initial meeting we felt that RedBridge knew what they were doing”, says Oskar Tornmarck, E-Commerce Manager at Triwa. “All we had to do was have them set up a plan and involve the external development company. Our environment was much too complex, so RedBridge cleaned it up and then linked in its partner solution, Telia CDN. The developers probably thought initially that RedBridge's requirements were a bit extreme, however, in the final analysis they viewed the entire project as one big win-win situation.” They increased their expertise substantially during the process.

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“You have to understand how the Internet functions and RedBridge has that expertise”, Håkan Melin says. “The icing on the cake” is our CDN solution in partnership with Telia Company CDN. RedBridge gains access to a global chain of strategically located servers and can distribute the page's static content there in close proximity to the end user's, which delivers a better performance. The end user has a positive experience because all content on the page is loaded at lightning speed, thus ensuring a high degree of conversion. RedBridge's maintenance services keep the machinery oiled so that nothing delays the loading time. Furthermore, in terms of security, our CDN solution entails much better protection against DDoS attacks.

We are making our entry into China with a strong new core

“I am very positive about Open Source solutions, I was previously locked into EPiServer environments. We have acquired a strong new core which can be updated on a continuous basis. Sales got going on the very first day, so we are now working on minor operational improvements and preparing for Singles Day on 21 November, China's biggest day for giving presents. To increase our brand awareness, we are working with domestic bloggers on the national social media, Weibo and WeChat. Our design philosophy has always been to solely create items that we would want to wear ourselves and if the Chinese feel like we do, then Triwa's entry onto the Chinese market will be a fantastic journey”, Oskar concludes.

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