{ "id": 19380, "date": "2024-04-30T12:50:03", "date_gmt": "2024-04-30T04:50:03", "guid": { "rendered": "https:\/\/www.patternasia.com.cn\/?post_type=case_studies&p=19380" }, "modified": "2025-04-23T10:55:43", "modified_gmt": "2025-04-23T02:55:43", "slug": "swanson", "status": "publish", "type": "case_studies", "link": "https:\/\/www.patternasia.com.cn\/en\/case-studies\/swanson\/", "title": { "rendered": "Swanson’s Successful Collaboration with Pattern in the Chinese Market" }, "content": { "rendered": "
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Case Study<\/p>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Swanson’s Successful Collaboration with Pattern in the Chinese Market<\/h1>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\tSwanson 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.\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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PARTNER SINCE<\/p>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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2023<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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WEBSITE<\/p>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\thttps:\/\/www.swansonvitamins.com\/<\/a>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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MARKETPLACES<\/p>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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SELLER CATEGORY<\/p>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\tSupplement\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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Business Challenges<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Stale & Compromised Brand<\/p>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\tSwanson’s brand in China suffered from a loss of control over pricing, content, and formulation, leading to missed opportunities to attract premium customers.\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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Lack of Market Insights<\/p>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\tThe company lacked actionable insights into the Chinese market, necessitating guidance on brand strategy and formulation updates.\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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Stagnant Performance<\/p>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\tWhile Swanson’s year-over-year growth outpaced competitors’ category growth in China, it fell short of realizing its full potential.\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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Opaque Communications and Data<\/p>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\tA lack of transparent communication about strategy and distribution eroded trust with partners.\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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PARTNERSHIP<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Our Approach<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\tSwanson 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.\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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