This Works eyes growth in China with Tmall store
Sleep and wellness brand This Works has launched a new store on Alibaba’s Tmall Global platform as a means of reaching more Chinese consumers.
The brand is looking to benefit from sleep becoming one of the fastest-growing categories across the platform. According to Alibaba Health’s 2021 Tmall Healthcare Trend Report, products addressing a lack of sleep increased by 220% last year.
Zarina Kanji, who is responsible for Tmall business development and marketing for health and wellness and food and beverage brands at Alibaba Group UK & Nordics, said: “The pandemic highlighted that good health is something we all covet and consumers are placing greater value on health and wellness than material objects as we all want to be healthy and happy and that means taking care of our holistic wellness.
“A big part of this is improving our quality of sleep. As a result, sleep has become the number one health priority in China and around this we are seeing a large opportunity for products that appeal to the ‘sleep economy.”
Following its initial entry into China in 2019, This Works saw high demand for its range of pillow spray products which it sold via a distributor. At last year’s 11.11 Global Shopping Festival, it posted 42% year-on-year growth in total GMV during the period with a 36% uplift in demand for its Deep Sleep Pillow Spray.
Dr Anna Persaud, This Works chief executive, said: “There is a huge opportunity in China and appetite to invest in sleep health in this market, so we are confident This Works products will be received well and make a difference helping further people sleep better. We are excited for this new chapter and the opportunity to partner with Tmall Global.”
Image courtesy of This Works
