CBEC China Case Study: How PharmaCare reaches Chinese digital consumer

After over three decades of success on home ground, major Australian producer of nutrition and supplement products, PharmaCare, was looking to tap into the lucrative China market. It wanted to bring household brands such as Nature’s Way, Bioglan, Fatblaster and Skindoctors to mainland Chinese digital consumers.

Airing Wang, PharmaCare’s brand manager for China, said “We wanted someone who really understood digital marketing in China and could help us get cut-through for our brands.”

While the company had strong digital capability in-house to market to Australian consumers, PharmaCare needed digital capability in the Chinese market. According to Ms Wang, they not only needed a ready way to overcome China’s ‘Great Firewall’, but also a way to meaningfully tap into Chinese social media, which presents an entirely different digital ecosystem from the rest of the world.

Most importantly, PharmaCare needed the ability to build and launch highly-agile digital campaigns within tight timeframes, responsive to the fast pace of business in China.

“Sinorbis was excellent for us,” she said.

Ms Wang cites the Sinorbis platform’s pre-designed website templates, optimised for Chinese audiences, as a key factor in speed-to-launch for PharmaCare’s China campaigns.

“Sinorbis provides me with an easy tool that we can use to do everything ourselves. We retain complete control and visibility, and can turn digital campaigns around extremely quickly. The fact that these Chinese website templates are built right into the platform means there’s no need for digital coding – it’s drag and drop. The whole process is very DIY, but with an account manager from Sinorbis to tap into for support. And the service quality is exceptional.”

Ms Wang is now overseeing PharmaCare’s biggest campaign for China this year, including the digital marketing portion which Sinorbis is supporting on.

 “We’re now perfectly set up for digital marketing activity ahead of China’s biggest eCommerce shopping season across Christmas and Chinese New Year,” said Ms Wang.

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