AFT Pharmaceuticals

AFT's Challenge

China’s regulatory environment can be complex and challenging for any new brand entering a new market, especially for a pharmaceutical company. Therefore, AFT needed a trusted partner that is well-versed in the ever-changing Chinese regulatory environment, to help them gain approval from trade authorities and to maintain strict compliance related to sales, promotion and shipping.

Additionally, AFT doesn’t typically sell direct-to-consumers in other markets, instead only selling through authorised retailers. The direct-to-consumer retail model for Chinese cross-border ecommerce also required a partner that can relate to and communicate with individual consumers on behalf of the brand, while maintaining strict compliance.

Solution

Our mission is to help AFT become the #1 seller of NZ-based over-the-counter products in China by organising and developing controlled, official B2C and B2B networks; raising consumer awareness through social media and direct-to-consumer engagement; and developing a direct-to-consumer sales presence on Tmall Global.

Here's a snapshot of our execution:

1. SKU registration. We helped AFT register 27 SKUs for direct-to-consumer cross-border ecommerce.
2. Digital launch. We set up, launched and continue to manage a multi-brand, multi-category Tmall flagship store, branded as ‘Kiwi Health’, that sells all 27 SKUS directly to Chinese consumers.
3. Brand awareness. We opened official brand accounts on all major social media platforms including WeChat, Weibo, Little Red Book and Zhihu and continue to release high-quality educational content, which we amplify through influencer campaigns with Key Opinion Leaders (KOL) and Key Opinion Consumers (KOC).
4. Customer service. We upskilled our team to answer health- and nutrition-related questions on CBEC platforms and on the question-and-answer stie Zhihu, while maintaining strict compliance.