A New Zealand Dietary Supplement Company's China Market Entry

Project Overview

In 2003, a leading New Zealand dietary supplement company set out to enter the Chinese market with limited knowledge of its regulation, its channels and its consumers. Within two years it had reached NZ$10 million in sales.

Client Challenge

The company was looking to expand into the Chinese market but faced significant challenges, including:

• ▸ Limited understanding of Chinese regulatory requirements
• ▸ Lack of distribution channels and retail partnerships
• ▸ Cultural differences in marketing and consumer behaviour
• ▸ Language barriers and localisation needs

What the Company Gained

The company gained a complete market-entry foundation, including:

• ▸ A clear picture of the market and its competitors before committing resources
• ▸ An entry strategy and business plan built for this company, not a template
• ▸ Regulatory compliance and product registration handled so it never stalled the launch
• ▸ Key distributors in China identified and relationships opened
• ▸ A commercial bridge between the company and its Chinese partners
• ▸ Marketing and localisation support that kept the brand legible to Chinese consumers

Results Achieved

• ▸ More than NZ$10 million in sales within the first two years
• ▸ Distributor relationships built in Shanghai, Beijing and other provinces
• ▸ Brand recognition built in key Chinese markets

Client Testimonial

"We had plenty of advice available and very little of it was specific. MiDeer told us where our product actually stood in China, what would have to change, and in what order. That is what we built the entry on." Client representative, New Zealand dietary supplement company

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