Case Study
Swanson’s Successful Collaboration with Pattern in the Chinese Market
Swanson Health Products, Inc., a distinguished vitamin, supplements, and personal care products company based in Fargo, North Dakota, USA boasts over 55 years of experience in offering a diverse range of health-promoting products. Despite its extensive presence, Swanson encountered challenges in penetrating and expanding its market share in China.
PARTNER SINCE
2023
WEBSITE
MARKETPLACES
Tmall
SELLER CATEGORY
Supplement
Business Challenges
Stale & Compromised Brand
Swanson’s brand in China suffered from a loss of control over pricing, content, and formulation, leading to missed opportunities to attract premium customers.
Lack of Market Insights
The company lacked actionable insights into the Chinese market, necessitating guidance on brand strategy and formulation updates.
Stagnant Performance
While Swanson’s year-over-year growth outpaced competitors’ category growth in China, it fell short of realizing its full potential.
Opaque Communications and Data
A lack of transparent communication about strategy and distribution eroded trust with partners.
PARTNERSHIP
Our Approach
Swanson forged a strategic partnership with Pattern, selecting them as their exclusive trade partner in China. Leveraging Pattern’s global presence and local expertise, Swanson and Pattern worked closely as equal partners to devise a comprehensive strategy. This strategy focused on premium positioning, category expansion, and reclaiming control of Swanson’s brand on Tmall, a prominent Chinese marketplace. The collaboration included a brand refresh with updated design elements and a content marketing approach, integrating live streaming to effectively engage the target audience.
Results
Outpacing Category Growth
Swanson achieved remarkable results, with its hero product, active folate, having reached category #1 on rankings on Sales,Repurchase, and Reviews at Single’s Dayand experiencing a YoY growth of +50% of sales. We also expand product category from prenatal to beauty within. The Swanson Tmall store beauty within products have witnessed an impressive 323% YoY growth of sales, surpassing its category growth significantly.
Enhanced Content & Brand Control
Leveraging AI-powered content tools, Swanson and Pattern streamlined live streaming and marketing material creation, ensuring brand consistency and efficiency.
Actionable Insights
Pattern provided Swanson with competitive research, industry trends, and ROI forecasts, guiding formulation recommendations and strategy decisions.
Trusted Partnership
Swanson acknowledged Pattern’s significant contribution by awarding them the Key Collaborator Award, underscoring the trust and balanced partnership established between the two companies.
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