Background
Project Overview
A U.S. male health supplement brand, a hot seller on Amazon and GNC’s annual product.
Brand Information
● Headquarters: Salt Lake City, Utah, USA
● Established: 10 years ago
● Focus: Provides professional nutritional solutions tailored to men’s various needs and scenarios (fitness, sports, intimacy, workplace, etc.).
Domestic Market Entry from Scratch
● Diverse Product Line: Offers nutritional supplements targeting men of different ages and life stages.
● Flagship Product: Men’s Vitality Capsules, designed for quality-conscious men aged 28 and above.
● Strong Brand Credibility: Features two patented ingredients, clinically verified, exclusively serving men.
What We Did
Tmall Global Flagship Store
Optimize the layout of the entire store's links and SKUs, and develop individual product strategies, including pricing, marketing, target audience, and promotion strategies.
Build the store’s initial sales and reviews through various internal and external channels, such as Taobao affiliates, trial platforms, and public accounts (WeChat, etc.).
Operational Strategy
Tmall In-Channel Promotion Strategy
1. Keyword Selection
● Leverage backend data to identify relevant keywords for the brand and product.
● Focus keywords: Brand-name, testosterone-boosting fitness.
● Optimize the product detail page around core promotional keywords by emphasizing:
✓ Unique selling points like “Star product under GNC.”
✓ Celebrity endorsements, e.g., renowned baseball players.
✓ Superior product efficiency: “Testosterone-boosting efficiency is 2-3 times that of similar products.”
2. Increasing Exposure
● Deploy various promotional tools tailored to different product needs:
✓ Search demand: Promote with primary and industry-recommended keywords.
✓ Activity demand: Use tools like Wanxiangtai to target discount-sensitive audiences.
✓ Targeted audience demand: Focus on specific demographics such as fitness enthusiasts and male office workers using tools like Wanxiangtai.
3. Driving Conversions
● Strategically schedule marketing campaigns during platform-wide events to maximize conversions.
✓ Example: During Tmall’s March 8th event, a “Buy 2, get 30% off” promotion boosted the conversion rate above the industry benchmark.
✓ Result: Cumulative event payments reached 70,000 RMB.
4. Reviews and Q&A Section
● Offer personalized one-on-one service to early-stage customers to establish a strong store reputation.
● Ensure visible reviews and Q&A content are high quality, enhancing trust and significantly boosting conversion rates.
5. “Guangguang” Content Posting
● Post high-quality consumer reviews in the platform’s “Guangguang” section to amplify word-of-mouth marketing.
● This strategy helps achieve a “product finds the customer” approach, targeting the right audience effectively.
6. Short Videos and Live Streams
Out-Channel Campaign Overview
Promotion Strategy
● USP Positioning
✓ Highlight the product’s unique selling point: “Restore vitality in one bottle, safe and worry-free.”
✓ Address men’s health needs, helping them regain control of their lives.
● Promotion Channels
✓ Xiaohongshu (Little Red Book) & Douyin: Focus on high exposure and traffic through viral, fast-consumed lifestyle content. Leverage KOLs and KOCs to boost brand popularity and reach—emphasis on exposure over conversions.
✓ Bilibili: Drive conversions with creatively embedded product selling points in long-form videos. Leverage KOLs to build brand assurance and long-term validation.
✓ Zhihu: Establish credibility and trust through endorsements by KOLs and KOCs. Content highlights professional insights and medical support to bolster brand reliability.
Influencer Content Strategy
● Target Audience Precision
✓ Focus on the Brand’s core demographic: men aged 28+ with an interest in fitness (e.g., Showmi football channel).
✓ Use influencers who resonate with this group, such as fitness-focused KOLs and KOCs.
● Content Style and Integration
✓ Create relatable content by integrating realistic daily scenarios with a premium tone and style.
✓ Add value by including actionable tips for a healthier lifestyle.
✓ Seamlessly integrate product highlights to maximize conversions, achieving an ROI of 1.4.
● Professional Alignment
✓ Leverage the brand’s U.S. origin and scientific credibility. Articles adopt a professional tone, addressing men’s health needs with evidence-based insights for trustworthiness (e.g., Zhihu content).
● Fitness-Focused Approach
✓ Maintain alignment with fitness themes.
✓ Deliver persuasive, high-quality content that flows naturally, clearly presenting product benefits with precise and concise selling points.
Project Key Highlights and Results
Monthly Promotion Data
Viral Post 1: Over 8,700 interactions, reaching over 640,000 general traffic exposures.
Viral Post 2: Over 1,200 interactions, reaching over 60,000 general traffic exposures.
Data Summary
1. Bilibili KOL Video Campaigns: Sales conversion exceeding ¥14,000, ROI 1.4.
2. Monthly Search Popularity: 1,721, a 644% increase compared to the previous month.
3. Monthly Search Heat Index: 3,271, a 373% increase compared to the previous month.
4. Keyword Sources: Searches were mainly driven by terms like “Brand’s name”, “testosterone”, “testosterone booster”, and “Vitality Capsules”, peaking during Bilibili KOL video releases.
Block D, Chengdu, Jiaozi Financial Technology
Center, Sichuan 四川省成都市武侯区交子金融科技中心D栋
Marketing： +972505766198
Support： +86 15108206500
Info@up2china.com
Block D, Chengdu, Jiaozi Financial Technology Center, Sichuan
Marketing: +86 15608051987
Support： +86 15108206500
Info@up2china.com
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