时间:2025-04-03 11:58:04 来源:网络整理编辑:娛樂
SYDNEY, Australia -- Walk through any Australian shopping mall, and you are likely to spot a Chemist
SYDNEY, Australia -- Walk through any Australian shopping mall, and you are likely to spot a Chemist Warehouse. Synonymous with bright yellow signs advertising heavily discounted vitamins and perfume, you might not expect the chain to dominate in China with an entirely different message.
Chemist Warehouse launched on Tmall Global, Alibaba's ecommerce platform for international products, just in time for Singles Day on Nov. 11, 2015.
Singles Day has become the world's largest online shopping event. Sales on the day last year across the Chinese retail giant amounted to an eye watering 91.2 billion yuan (A$1.8 billion) in 24 hours.
SEE ALSO:China's Tencent invests in India's Hike to take on WhatsAppThe day also marked an impressive arrival for Chemist Warehouse, company spokesperson Damien Gance told Mashable.
On Singles Day, Gance claimed Chemist Warehouse became the fastest retailer in the world to sell one million yuan (A$195,979) in products in just three minutes. Not done done there, Chemist Warehouse was the first merchant on Tmall Global to reach 10 million yuan (A$1.96 million) in sales in only 46 minutes, an Alibaba spokesperson confirmed.
"It was a very successful launch," Gance said, in a bit of an understatement.
Gance attributed the brand's Chinese success in part to marketing and messaging -- less mass media than its Australian catalogs and far more targeted. "We promote heavily what we do, and I think that was somewhat new and novel to Alibaba," he explained.
In an effort to reach a heavily mobile-focused set of customers, the company chose to market its products and brand online and on social media through platforms associated with Alibaba and the Internet portal Tencent, in addition to the Chinese messaging service WeChat.
Its pitch in China was one of origin, playing into local demand for reliable and safe healthcare and skincare.
"The primary driver for Chinese consumption of overseas products is provenance," Gance explained. "They want to ensure they're receiving the best product in the world." China is Australia's second largest market for pharmaceuticals, according to a 2015 report from Sydney University's China Studies Centre.
That strategy has been vital, because Chemist Warehouse has not always been able to compete on price in China. The fees associated with using Tmall and its Alipay payment gateway, among other costs, has meant they can't offer the kind of discounts Australian Chemist Warehouse shoppers get, Gance said.
"The primary driver for Chinese consumption of overseas products is provenance. They want to ensure they're receiving the best product in the world."
Importantly, it's offering products for which there is already heavy Chinese demand. "It's really saying to the consumer: You want this product? We can supply it at or near the price you can buy it elsewhere, but you know 100 percent this is legitimate product."
Gance said that message has worked for the Chinese consumer. "They'd rather spend a dollar buying Australian products with proven provenance, where they know the legitimacy of the supply chain and the legitimacy of the product, than 50 cents on a product where they can't find the provenance," he added.
On Tmall, Chemist Warehouse is selling mostly vitamin products, as well as healthcare and skincare. Its top sellers are the vitamin brands Swisse and Blackmores, as well as the Goat Soap line.
Much has been made in the media of overwhelming Chinese demand for baby formula clearing Australian supermarket shelves, but Gance said the company isn't offering such products at this point. "Our focus has been [healthcare and skincare] and we've always been able to maintain stock on the shelves for our Australians without having Chinese demand deplete what's available," he said."
Transacting on Tmall has some challenges, however. For one, the company needed to be set up with bonded warehouses within China, where product can be held without yet clearing customs.
Ultimately, selling on an ecommerce platform like Tmall Global helps simplify any quarantine or border issues. "The only real regulatory hurdle that we've had to encounter is the listing and registration of product into those bonded warehouses," he said.
While Chemist Warehouse would not disclose internal numbers, Gance said Chinese sales were still only a small portion of its overall sales.
Around 1,300 Australian brands currently sell on Tmall and Tmall Global, and Alibaba has announced plans to open its first Australian office in Melbourne by the end of 2016, in part to promote its platforms as an option for local companies.
Nevertheless, Gance warned first time players the process of getting ready for Chinese sales on Tmall can seem convoluted.
"If you're prepared to invest time, energy and capital in getting it right, the rewards upfront have been great, but there have been many Australian retailers who have failed," he said.
"Just like anything, application and aptitude can get a good result."
MashReads Podcast: What makes a good summer read?2025-04-03 11:52
對話沈夢雨:我特別喜歡莫德裏奇 小時候喜歡看武磊踢球2025-04-03 11:34
曝迪巴拉拒國米接近赴羅馬 穆帥要求高層全力追逐2025-04-03 11:34
深足外援卡爾德克發文怒斥俱樂部 :他們堅持散布謊言2025-04-03 11:17
17 questions you can answer if you're a good communicator2025-04-03 10:36
天津隊兩新援未隨隊出征大連 身體狀況不適合參與高強度對抗2025-04-03 10:24
2022東亞杯賽程 :中國男足首戰韓國 女足對陣中國台北2025-04-03 10:22
韓喬生:中超花了兩個月找比賽場地 最後幾個月完成一年的賽程2025-04-03 10:10
Teacher absolutely nails it with new homework policy2025-04-03 09:51
巴黎真核:當我看到說姆巴佩在馬德裏 這讓我惡心2025-04-03 09:45
Cat gets stuck in the most awkward position ever2025-04-03 11:37
前國安主帥施密特出任本菲卡新帥 雙方簽約至2024年2025-04-03 11:07
奧斯卡現身巴西國內 前往格雷米奧探望艾克森2025-04-03 10:58
銳體育 :簽回C羅是錯誤 ?沒有他曼聯本賽季更糟!2025-04-03 10:52
How Hyperloop One went off the rails2025-04-03 10:46
西媒 :巴薩中衛頭號目標鎖定 竟非切爾西罷賽者 ?2025-04-03 10:39
曝熱刺將買斷庫盧塞夫斯基和羅梅羅 總花費8000萬歐2025-04-03 10:26
天津隊兩新援未隨隊出征大連 身體狀況不適合參與高強度對抗2025-04-03 09:59
Uber's $100M settlement over drivers as contractors may not be enough2025-04-03 09:23
生涯最佳交易?馬洛塔:免簽博格巴 再高價賣給曼聯2025-04-03 09:18