With the fast growth of cross-border retail e-commerce market and the increasing consumption strength in China, the Australian natural health brand Swisse announced its official entry into this market on 8 April 2017.
Chinese consumers will soon be able to buy Swisse products in offline retail stores in addition to the current cross-border e-commerce channels.
Chinese consumers’ demand in this category of products is extremely strong; and, there is a trend of explosive growth according to Liu Peng, the GM of Tmall Global. Tmall will allocate more resources for health supplement products; and, Swisse is to invest RMB 600 million for the strategic cooperation with Tmall.
Swisse has already been benefiting from cross-border e-commerce operations with Tmall Global, JD Worldwide, VIP Global (Vipshop), Kaola, and Xiaohongshu.
Swisse products have now successfully entered Australia, New Zealand, China, Singapore, the United Kingdom, Italy and the Netherlands markets. It plans to launch in 30 countries in the next five years.
Cross-border e-commerce can no longer meet the expectation of Swiss for this RMB 170 billion market. Swisse products to be sold in retail stores will be in line with food safety and supervision of the local government with different prices.
The Chinese majority owner of vitamins group Swisse Wellness had moved to full ownership with a $311 million buyout of the remaining 17% of the company in December 2016.