swisse’s development in china · swisse has achieved rapid growth since 2016 china launch 4...
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Swisse’s Development in China
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Swisse’s history and development in China
2014Began ecommerce
sales in China
(JD.com, Tmall, VIP)
2015Joined H&H Group
2016Officially launched
in China
2019Opened first global
flagship store
in Shanghai
2018Named China’s No.1 import
brand for
nutrition & health food2018Gained first SAMR
‘blue hat’ filing approval
1959Established in
Melbourne
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China sales3 through CBEC and Normal Trade contributed
35.6% of Swisse’s total global sales in 2018
Australian Market Leader
Natural Health Brand
Chinese Market Leader
VHMS Brand Online2
VHMS
Market Share1
18.6% 29.9%
Multivitamin
Market Share1
6.5%
5.4%
2.5% 2.5%2.4%
Notes:
1. This data is based on LTM IRI scan data for the past twelve months as of 31 December 2018
2. Based on sales data from Earlydata for the past twelve months as of 31 December 2018
3. Swisse China sales for the twelve months as of 31 December 2018
Swisse maintained a market leading position in Australia and
China online in 2018
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Swisse has achieved rapid growth since 2016 China launch
4
Products initially sold through
cross-border e-commerce
(CBEC)
Growth Due To:
Developing deep insights into
the Chinese consumer & how
they shop, tailoring products
and marketing & creating new
consumer segments
Building strong relationships
with key sales & distribution
partners, media &
our consumers as KOLs
Maintaining a leading position
in the Australian market,
thereby
building consumer trust
CBEC ‘Hero’ products then
launched
into retail channel
1 2 3
2018 Financial Highlight: China revenue growth 63% to ~AUD320 million
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Swisse currently ramping up both online and offline
• Strategic partnerships with all five of China’s largest
ecommerce platforms
• 2018 Singles Day – “Most popular imported consumer
goods brand” Tmall; sold 35x (vs 2017) on JD.com
E-commerce Normal trade (offline retail)
• Swisse has 17 products in 12,690+ stores,
partnering with premium retail chains
Mums & Baby Supermarkets
Cosmetics PharmaciesPersonal Care
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Launched first flagship store globally in Shanghai in March
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Swisse has a unique ‘PPAE’ model to relate with consumers.
It shapes all we do in Australia, China & globally
Premium
We source
premium
ingredients with
provenance from
around the world
Proven
We use a science-
based approach
to developing new
and improved
products, and
validating our
claims
Aspirational
We connect with
sports stars, actors
and actresses, and
celebrities who
share our brand
values and help share
our messages of
health & happiness
Engaging
We engage with our
stakeholders,
consumers and
customers to create
unique experiences
linked through
shared values
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Swisse Lifestyle
Beauty nutrition
Swisse’s new product development has recently zoned in
on key consumer segments – particularly the under 28s
Pregnancy and Infants
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We invest in China’s regulatory approvals process, building trust and enabling
products with more complex formulations to reach more consumers
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Our brand promotion activities seek to engage, resonate and inspire
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Our marketing is digitally focused and our consumers are our best KOLs
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Our offline marketing is focused at high foot traffic areas for our target consumers
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We are activating our global ‘Quest’
campaigns throughout
Greater China
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We run an active media engagement program to align our brand with
premium, aspirational and engaging activities, and broaden awareness
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South Korea
Netherlands:
#3 beauty
supplements
US
Singapore: #2multivitamins
Hong Kong: #1 beauty
supplements
New Zealand
Australia: #1 VHMS brand
UK
Italy: #2 beauty
supplements
Our Swisse brand becomes stronger as our presence grows
internationally
Italy: #2 beauty
supplements
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(insert Chinese video here)