Vita Future’s highly qualified research team has created a range of products using key nutrients and herbs that are traditionally known to prevent cold and flu infection, reduce symptoms and speed up recovery. Their unique philosophy is to create synergistic recipes of proven ingredients to enhance the effect. Their growth and immunity collection feature smart combinations of familiar and unique ingredients that work cohesively in supporting digestion, immunity and growth.
Vita Future
Industry
Healthcare
Positioning
Herbal Nutrition Specialist
Stage
Brand start from “0“. An emerging Australian brand to the Chinese market
Objective
- ● To find a unique product selling point to attract the Chinese market, and strengthen the brand positioning in both the Chinese consumer and Australian Daigou market
- ● Build and professionalise the Chinese marketing portfolio
- ● Cultivate the first-batch of loyal customer groups (seed customers), and have them share their positive product experience on social media
- ● Build brand recognition in Australian local retailers, and network in Australia
Challenge
- It is costly to build a brand image suitable for both Chinese and Australian markets. During the startup stage, determining how to utilise Vita Future’s limited resources and budget efficiently was a challenge for ConnectX.
- There will be concerns for most emerging brands debuting products into the market, as they would often prioritise distribution and sales boosting over brand positioning, and neglect the importance of building a solid marketing portfolio. For brands who focus more on short-term sales volume, they will inevitably encounter unsustainable development for the brand.
Solution
Storytelling by the customers & Omni-Channel distribution
After brand auditing, ConnectX angled Vita Future’s brand as an immune system guard for children and families. They created the brand angle through educating customers and retailers on the products benefits.
While blog posts are a dime a dozen, an effective customer story is much harder to duplicate. ConnectX found the precise targeted group to review the products and share their reviews on Chinese social media.
- ● Angled Vita Future’s brand as an immune system guard
- ● Found the precise targeted group to review the products and share their reviews with effective customer stories
- ● Helped retailers to gain certain insight of the products
- ● Built Omni-channel retailer network
Results
Progress of Marketing
● Built a distinct image of being an herbal nutritional specialist to differentiate itself from most healthcare products in the market
● Established the initial purchasing intention for potential customer groups who are adapting to the brand positioning
● Progressively improved and increased the engagement of the Daigou network
Progress of Distribution
- We helped Vita Future achieve rapid growth in sales within 2 months. This can be regarded as a considerably outstanding achievement especially for a start-up brand, which has led them to be more confident about their brand. At the same time, an increasing number of Chinese retailers have also started to approach Vita Future – wanting to gain dealership access.
- ● Local Daigou Store: 50
- ● Mainland China Sales Channels: 31
Visited Local Daigou Stores
161
China Sales Channels
52
Sales within One Month
145