Holland & Barrett launches on Tmall
Health and wellness retailer Holland & Barrett has taken a new step in its global expansion by launching a flagship store on Chinese ecommerce site Tmall.
The retailer has launched over 40 of its most popular on the site with the best selling items so far including collagen and fish oils.
Tom Pamment, head of international business development at Holland & Barrett, said: “We have been really encouraged by the initial performance and we’re excited by the potential for Holland & Barrett to become a destination for local Chinese customers who are seeking a trusted, high quality health and wellness brand with strong provenance, exciting innovation and offering great value.”
To support marketing of the new store, Holland & Barrett has launched three new social channels across Weibo, WeChat and RED.
Katie Holloway, international marketing manager at Holland & Barrett, said: “A key part of our launch plan was to increase our partnerships with influencers and key opinion leaders, who are incredibly important in this market. We are working with popular Chinese influencers on everything from posts to live stream events to bring to life how Holland & Barrett can help to navigate the world of wellness. This approach is helping us build trust and brand awareness with our Chinese customers.”
Holland & Barrett already has longstanding partnerships in South Korea, Singapore and Hong Kong where it takes part in popular sales promotions such as Chinese New Year and Singles’ Day.
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