E-commerce in China has ushered in the Q4 golden season in 2024. Considering the frequent allergies in autumn and winter and the golden period of e-commerce including Double Eleven, Double Twelve and New Year Festival, the sales volume of Witsbb, an Australian baby nutrition product, is expected to reach a new high. Witsbb has formed a set of online multi-platform sales strategy in China market. In recent years, its performance has increased rapidly, and its product reputation has been “full”, with a promising future.
According to global growth consultancy Frost & Sullivan, Witsbb has won the first sales volume of “Non-allergenic” infant nutrition products in China for three consecutive years. Witsbb is not the first Australian brand to enter the infant nutrition market in China, and it has not been widely advertised in the early stage of development, but it has achieved remarkable growth in just a few years. Why did Australian infant nutrition Witsbb become priority for China families? What inspiration can the business logic behind the brand bring to other international brands entering China?
With global upgrading of nutrition strategy of “Non-allergenic” 2.0, the professional advantages of Witsbb are highlighted.
Compared with European and American countries, China’s children’s health care products market started late, but developed rapidly gradually. Due to Chinese second and third child policies, the population of children increased, and children’s nutrition and health has become the focus of every parent’s attention. According to the data of Journal of Allergy and Clinical Immunology, the retail market of children’s allergy prevention in China has reached 69.8 billion RMB in 2023, and it is estimated that this market will exceed 100 billion RMB by 2025. This market demand has given birth to a huge market capacity, and also provided a broad development space for high-quality brands such as Witsbb.
Witsbb has grasped the subdivision track of “Non-allergenic” formula infant nutrition products since it entered China, broke the “Non-allergenic” technical barrier, always adhered to the “Non-allergenic” formula research and development strategy, and launched various”Non-allergenic” infant nutrition products. With professional R&D team and advanced R&D technology, through strict screening of raw materials and scientific design of formula, common allergens easily causing baby allergies are avoided to the greatest extent, so that more sensitive babies can eat with confidence.
Witsbb has upgraded the “Non-allergenic” formula to 2.0, from eight common allergens (eggs, peanuts, soybeans, gluten, dairy products, fish, crustaceans and nuts) specified in GB7718-2011 to dozens of common food allergens. This upgrade of Witsbb’s “Non-allergenic” 2.0 global nutrition strategy not only speeds up the upgrading of China’s infant anti-allergic nutrition retail market, but also really helps millions of China families.
The product quality is leading, and Witsbb has been recommended by professional opinion experts of maternal and infant industry.
Witsbb has a rich product line, covering “Non-allergenic” calcium, iron and zinc, vitamins, DHA, probiotics and other product matrix series. “Non-allergenic” vitamin AD is specially designed for infants aged 0-3, and does not contain dozens of common food allergens. Each capsule contains 1500IU of vitamin A and 500IU of vitamin D, which is in line with the daily intake recommended by experts. Also, the product uses MCT oil instead of traditional peanut oil and soybean oil to further ensure that the product does not contain common food allergens. Witsbb vitamin AD and algae oil DHA, both passed the Australian TGA qualification certification.
The quality of high-quality products keeps Witsbb’s reputation “full”. Averagely, more than 1,000 KOL in the maternal and child field compete for recommendation on social media every month. Witsbb has not only topped the list of infant nutrition brands in TikTok, but also set a new sales record in the industry since it entered the global purchasing platform in TikTok. Witsbb has become priority for Chinese parents with its excellent product strength.
Sticking to the mission responsibly, Witsbb actively creates an “Non-allergenic” nutritional ecosystem.
The prevalence rate of allergic diseases among children in China keeps rising, and the number of allergic children aged 0-6 has been stable at more than 20 million for a long time. With the improvement of family awareness and attention to allergy prevention in China, the popularization of specialist clinics, the iteration of diagnosis and treatment technology and the improvement of the level, the children’s allergy prevention market is in a golden period of rapid development for ten years.
Many Chinese families said that most parents eagerly learn parenting knowledge, but there are still misunderstandings about children’s allergy prevention and how to prevent it scientifically, and they lack professional and effective guidance on allergy health management. Many parents can only learn the corresponding anti-allergy knowledge when their children have repeated allergic symptoms. There are many categories in the anti-allergy market, but according to the data, international classic brands are more popular. Australia is a big country of health care products, and Witsbb started earlier in the anti-allergy track in Australia. It has a more professional brand image and higher brand awareness in the hearts of Chinese consumers.
Witsbb, the initiator of “Non-allergenic” formula infant nutrition in China, is actively participating in the formulation of industry standards and norms, paying attention to exchanges and cooperation with peers, sharing experience resources together, and promoting the common prosperity of international brand cross-border e-commerce in China. “Prevention is greater than cure. We will continue to deepen the research and development of the Non-allergenic formula. We will live up to expectations, actively create a Non-allergenic nutrition ecosystem, and develop a new product system, so that more Chinese families can choose with confidence.” Sid, director of overseas marketing at Witsbb, said.
