The China Edition #1: Alpine White's Growth in the Chinese Market - A Delicate but Sustainable Approach
September 10, 2024
"The China Edition" series provides insights into Swiss companies that have entered the Chinese market, highlighting their challenges, strategies, and success stories within the world’s largest consumer market.
In this first edition, we explore Alpine White, a Swiss oral care brand founded by brothers Reto and Alexander Wälchli in 2014. Alpine White offers a safer teeth-whitening alternative, developed with Swiss dental experts. By 2021, they have decided to enter the Chinese market, establishing a successful presence on T-Mall Global and key social media platforms like RED, WeChat and Weibo. And they have many more exciting plans to expand in China. This article explores their decision to enter the Chinese market early, the challenges they faced, and the lessons learned along the way.
Navigating the Complexities of the Chinese Market
Entering the Chinese market is not without its challenges. Here are hurdles Alpine White had to navigate:
- High Competition: The Chinese beauty and personal care market is extremely competitive, with numerous global brands fighting for consumer attention.
- Sophisticated Consumers: Chinese consumers are well-informed and trend-savvy, making them adept at finding the best products and deals.
- Dynamic Marketing: The fast-paced nature of trend development in China demands that brands continually adapt their marketing strategies to stay relevant.
Achieving Sustainable Growth in China
To succeed in the competitive Chinese market, Alpine White had a clear strategy to address the challenges they faced. By focusing on key priorities, they built a strong foundation and adapted effectively to the local landscape, ensuring steady progress and growth.
1. Targeting a Niche Market
- Identifying Market Gaps: Alpine White recognized a gap in the Chinese market for high-quality, specialized teeth-whitening products. By focusing on solutions tailored for sensitive teeth, they addressed a specific need that was not being adequately met.
- Leveraging Swiss Quality: The brand capitalized on the strong reputation of Swiss-developed products, known for their safety, reliability, and premium quality. This helped Alpine White differentiate itself in a crowded market and appeal to Chinese consumers who value premium products.
- Consumer Education: Recognizing that introducing a new product category requires building trust, Alpine White invested in educating consumers about the benefits and proper use of their products. This was crucial in fostering understanding and acceptance among their target audience.
2. Identifying the Target Audience
- Focused Targeting: Instead of competing with large brands for mass exposure, Alpine White adopted a reverse funnel approach. They conducted targeted marketing tests to identify and refine their ideal consumer base.
- Influencer Collaborations: Partnering with influencers and Key Opinion Consumers (KOCs) who aligned with their brand values, Alpine White was able to build credibility and effectively communicate their brand’s message to the right audience.
- Long-term Strategy: Understanding that building a loyal customer base takes time, Alpine White committed to a sustained and patient marketing approach.
3. Maintaining an Agile Approach in China
- Continuous Experimentation: Alpine White embraces a mindset of ongoing learning and adaptation, recognizing that not all strategies will succeed but viewing each attempt as a learning opportunity.
- Market Response: They keep a close eye on consumer feedback and competitors’ strategies. The brand maintains agility, allowing them to quickly adjust their strategies in response to new developments.
- Act Quickly: Their ability to respond rapidly and accurately to market changes has been crucial to their success.
Key Takeaways: Why is Alpine White successful in China?
- Deep Market Knowledge: Alpine White identified a critical gap between existing offerings and consumer needs in China. By addressing the demand for teeth whitening solutions that are gentle on sensitive teeth, they met a significant market need.
- Innovative Product: By leveraging their Swiss heritage, Alpine White created a high-quality product that resonated with Chinese consumers. The emphasis on Swiss quality helped differentiate their offering in a crowded market.
- Strategic Use of Social Commerce: In a market where digital presence is crucial, Alpine White excelled by testing various social media (RED, WeChat, Weibo) and e-commerce channels (T-Mall Global, Douyin) to discover what resonated best with their audience. Their agility and willingness to continuously adapt their strategy ensured they stayed ahead of the curve in a fast-evolving digital landscape.
Wrapping up, Alpine White’s success in China highlights the value of a sustainable and strategic approach to market entry. Rather than pouring vast amounts of resources into a single platform or strategy, they adopted a measured, data-driven method. By carefully testing and refining their efforts across various channels, they were able to identify what truly resonated with their target audience. This approach not only minimized risk but also allowed them to build a solid foundation for long-term growth. Alpine White's experience underscores the importance of adaptability, thorough market understanding, and strategic decision-making in achieving success in a competitive environment like China. Their journey offers valuable lessons for other companies looking to enter and thrive in this dynamic market.
At Think East, we help brands build a strong presence in the competitive Chinese market. We evaluate your sector, analyze competitors, and identify what your product needs to succeed. Our team crafts a branding strategy to connect with your audience, boost visibility, and build trust. From refining messaging to choosing the right platforms and collaborations, we offer the expertise needed to thrive in China.
Stay tuned for our next China Edition, and connect with us on LinkedIn or via email—we’d love to hear your thoughts and questions.
See you next time!
When On entered the Chinese market in 2018, it followed a traditional B2B wholesale model, focusing on wholesale distribution. By 2021, the brand started shifting toward direct-to-consumer (D2C) retail , preparing for standalone stores. Then, COVID-19 disrupted expansion plans, delaying progress until 2023, when On was finally able to accelerate its retail growth. How did a Swiss sports brand establish itself in China so quickly and compete with industry giants like Nike and Adidas? Instead of relying solely on product sales, On built a running culture. The brand positioned itself around community, performance, and innovation, creating a lifestyle-driven experience while maintaining its strong athletic identity. 2024: A Year of Expansion & Engagement Last year, On introduced a series of campaigns and retail activations that reinforced its presence in China: March – "Dream" campaign launch with a focus on music June – Collaboration with Loewe, combining innovation and fashion August – Opened new stores in Hong Kong, Wuhan, and Nanjing December – Launch of Cloudboom Strike LS, a high-performance running shoe for marathoners Shanghai Running Community Store: A Minimalist Hub for Runners At its West Bund flagship store , On took a different approach to retail. Rather than creating a traditional shopping experience, the store was designed as a community hub for runners . The space feels more like a gathering point for athletes than a commercial store. One of the store’s key activations was the exclusive Cloudboom Strike LS shoe release , limited to 48 pairs . These shoes were given to athletes, with a few left in-store for runners to test. This initiative strengthened On’s connection with dedicated runners and reinforced its reputation as a brand built for performance. How On Activated the Community at West Bund: Influencer & PR Strategy – Sports media and dedicated athletes took center stage instead of traditional KOL-heavy promotions. Cloudboom Strike LS Shoe Activation – Professional runners engaged directly with the product. Panel Discussions with Athletes – Conversations around running performance and innovation. Community Spaces & Benefits : 10 running groups with over 200 participants Changing rooms & free shoe rentals for trial runs Pet-friendly facilities for runners with dogs By focusing on engagement rather than direct sales, On built strong connections with the running community, strengthening brand loyalty and authenticity. What's Next? On is expanding its community-driven approach with: More localized running events & meetups More experiential store openings designed for interaction Expansion beyond running into sports like tennis Shanghai Spring Pop-Up – An activation promoting CloudTec Phase® technology through immersive design. On’s strategy in China goes beyond retail, turning stores into spaces where runners can meet, test products, and connect with the brand. At Think East, we keep you updated on the strategies brands use to succeed in China’s dynamic market. If you’re a new brand looking to enter the Chinese market or refine your approach, reach out to us. We’re here to help you craft a strategy that works for your goals. Stay tuned for our next post, and connect with us on LinkedIn or via email—we’d love to hear your thoughts and questions. See you next time!
Xiaohongshu (RED) has evolved from a China-based shopping guide into a global lifestyle hub with over 300 million monthly active users. RED has also become China's number one search engine app, and is gaining international attention recently, especially as “TikTok refugees” in the U.S. search for alternative platforms amidst TikTok’s uncertain future. For international brands and organizations, RED offers a powerful opportunity to establish credibility, visibility, and trust with a sophisticated audience. Why RED Matters for Everyone RED is a lifestyle-focused, user-driven platform where content and conversations shape public perception. This makes it invaluable for seeding awareness, whether for global institutions, luxury brands, or niche organizations entering the Chinese market. With its foundation in trust and user-driven content, RED positions organizations as leaders in their space. Here’s how institutions can leverage this unique platform for growth: Discovery : RED’s users actively seek fresh ideas, meaningful insights, and reliable recommendations. Whether exploring lifestyle trends, educational initiatives, or cultural content, users engage deeply with curated posts. Trust Through Content : Over 80% of posts are user-generated, creating an environment of authenticity. For institutions, this opens the door to connect with audiences by sharing real, relatable content that resonates with their values. A Gateway to China’s Urban Population : RED’s audience consists largely of female professionals and students in first- and second-tier cities, giving institutions access to influential and forward-thinking demographics. For example, a museum or cultural institution could use RED to showcase exclusive exhibitions, share behind-the-scenes content, or highlight global partnerships. This not only builds awareness but also sparks curiosity and fosters engagement with urban audiences interested in arts and culture. Why RED Is Essential for Brand and Institutional Growth RED provides a low-barrier entry point to build visibility in one of the world’s most competitive digital spaces. Its focus on authentic discovery and trust helps organizations gain traction with the right audiences. Seeding Awareness : RED allows organizations to position themselves as thought leaders or trusted entities. Whether through knowledge-sharing, success stories, or behind-the-scenes glimpses, it’s ideal for creating a lasting impression. Building Conversations : RED fosters meaningful interactions. Institutions can start discussions around shared values, research, or initiatives that align with the platform’s focus on thoughtful content. Leveraging Local Influence : RED’s ecosystem of influencers, including Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs), amplifies visibility and credibility. Strategic partnerships with the right influencers can elevate messaging and build connections with targeted audiences effectively. Pro Tip : Many brands succeed by employing the KFS Strategy: a combination of Key Opinion Leaders (KOLs), Feeds, and Search Ads. This multi-pronged approach ensures visibility across key touchpoints. Advertising and Influencer Partnerships on RED RED’s advertising and influencer tools work best when integrated into a broader content strategy. Ads are not just about visibility but about positioning your institution or brand authentically within the platform’s ecosystem. In-Feed Native Ads : These ads appear seamlessly in users’ feeds, blending with organic content while carrying a “sponsored” tag. Institutions can use in-feed ads to promote educational content, events, or campaigns, aligning with the platform’s focus on meaningful interactions. Search Ads : By targeting specific keywords, these ads connect organizations with users actively seeking related content. Though they involve higher costs, they are highly effective for driving action and intent. Influencer Partnerships : RED’s 6,000+ KOLs and KOCs offer an array of collaboration opportunities. While micro-influencers charge between 2,000–5,000 RMB per post, top-tier KOLs can command hundreds of thousands of RMB or more per campaign, making influencer partnerships scalable to any budget or goal. RED’s Unique Role as a Seeding Platform Whether you’re a global brand or an institution promoting education, culture, or research, RED allows you to: Seed ideas and spark curiosity that lead to organic engagement. Build recognition and trust over time by prioritizing authenticity. Cultivate meaningful connections in China’s ever-evolving digital landscape. For example, a university could use RED to promote cultural exchange programs, showcase student testimonials, or highlight partnerships with Chinese academic institutions. This type of content resonates with RED’s audience, who value both inspiration and credibility. Final Thoughts RED is a space where any entity can amplify its visibility and credibility in China. By focusing on storytelling, authenticity, and community engagement, RED bridges the gap between global values and local aspirations, making it an invaluable tool for seeding awareness. 💡 At Think East, we specialize in strategy, account setup, and management of RED accounts for international institutions and brands. Interested in exploring RED for your institution or organization? Let’s build a tailored strategy to help you succeed. Stay tuned for our next post, and connect with us on LinkedIn or via email — we’d love to hear your thoughts and questions. See you next time!
When it comes to entering and staying in the Chinese market, few Swiss brands have navigated the landscape as thoughtfully as Weleda . A pioneer in organic skincare, Weleda first stepped into China two decades ago, long before "clean beauty" became a trend. The brand’s journey is a masterclass in adapting to evolving regulations, market trends, and consumer behavior while staying true to its core identity. 2 0 Years of Organic Presence Weleda initially found success in China with its baby care products - a category that is very popular with Chinese parents seeking safe, organic solutions for their infants. Offline stores stocked their products, and items like nappy creams quickly became household staples. However, 2015 marked a turning point. Stricter regulations in China requiring animal testing for product registration created barriers for international brands. Rather than retreating, Weleda pivoted. They leveraged cross-border e-commerce , an opportunity allowing products to be sold without animal testing, launching an online shop that would define the next chapter of their growth. A Strategic Shift to Cross-Border E-Commerce By 2016, Weleda’s nappy cream had become a big success, consistently ranking in the top three brands in the category , even against strong domestic competitors. Up until 2022, the brand’s reputation revolved around being a trusted provider of organic baby products. During this time, Weleda worked to encourage adult consumers to use organic skincare for themselves. Many Chinese adults perceived organic products as premium-priced and prioritized purchasing them for their children rather than for themselves. The pandemic marked a turning point, boosting awareness and interest in health and wellness products. This shift set the stage for Weleda to expand beyond baby care and build a foundation in organic beauty and cosmetics. Breaking Into the Beauty Category In 2021, Weleda launched its cosmetics line on Tmall Global , a crucial step into China’s competitive beauty market. They focused on body oils , tapping into an underserved niche. Products like Arnica Massage Oil and Birch Oil became wintertime favorites, particularly among women seeking relief from stress and muscle tension. By 2022, however, a seasonal challenge emerged: body oils saw limited demand during warmer months, as many Chinese consumers avoid oily products due to their skin type. Weleda adapted once again, promoting lightweight, high-performing alternatives like the Rosemary Hair Tonic . This product addressed widespread concerns such as hair loss and oil control , offering a watery texture that suited local preferences. The tonic resonated with stressed, image-conscious consumers, helping Weleda strengthen its position in the beauty category and expand its customer base to include male consumers and year-round buyers. Weleda's growth strategy in China offers a clear framework for success: Start with Cross-Border E-Commerce : Cross-border e-commerce offers an efficient, cost-effective entry point for international brands. Weleda’s consistent focus on this channel minimized risk while building a loyal customer base. Leverage Social Media for Seeding and E-Commerce : Platforms like RED are instrumental for educating Chinese consumers. Weleda seeded content featuring authentic reviews and product usage tips before moving to Douyin (TikTok) and WeChat for broader e-commerce campaigns. Focus on Core Products: Rather than launching a full product line, Weleda introduced one hero product at a time - nappy cream, body oils, and hair tonic - allowing them to build traction and loyalty organically. Collaborate Strategically : From working with KOLs to sponsoring events like the Montreux Jazz Festival in Suzhou or the Shanghai Fashion week, Weleda smartly balanced niche collaborations with broad market appeal. Sustainable Growth Over Hype: Unlike brands chasing instant fame, Weleda prioritized sustainable growth. With a medium-range price point, consistent product efficacy, and high customer retention, they’ve cultivated a loyal audience that champions the brand. Looking Ahead In 2024, Weleda continues to ride the wave of success. Revenue from the recent 11/11 shopping festival grew 15% year-over-year, a testament to the brand’s refined approach to e-commerce and social media marketing. Baby care remains the cornerstone of their business, but beauty products are rapidly gaining ground. As more Chinese consumers seek organic niche brands that align with their values, Weleda’s organic promise resonates deeply. Yet, challenges remain, from managing stock levels to competing with other international clean beauty brands. Still, Weleda’s 20-year journey in China proves that with patience, adaptability, and a sharp focus on consumer needs, brands can carve out a meaningful space in this complex market. At Think East, we keep you updated on the strategies brands use to succeed in China’s dynamic market. If you’re a new brand looking to enter the Chinese market or refine your approach, reach out to us. We’re here to help you craft a strategy that works for your goals. Stay tuned for our next post, and connect with us on LinkedIn or via email—we’d love to hear your thoughts and questions. See you next time!