Case Study

Thorne China

Thorne is a supplements and wellness brand dedicated to quality ingredient sourcing, clinical research, lab testing, and sustainable business practices. Pattern’s China ecommerce consultants helped Thorne grow their Chinese ecommerce business.

PARTNER SINCE

May 1, 2015

WEBSITE

www.thorne.com

MARKETPLACES

Amazon U.S., CA, U.K., China; Tmall, Walmart.com, Jet, MercadoLibre

SELLER CATEGORY

Health, Household & Personal Care

Key Challenges

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COMPETITION

In China, the vitamins and supplements category is highly competitive.

BRAND AWARENESS

Thorne did not have any brand awareness as it had no official stockists in China.

TIMING

Thorne also wanted to launch on Tmall quickly, ideally before the peak trading period around Double 11 (Singles Day).

TMALL APPROVAL

Thorne did not expect to have built enough brand awareness to participate with a formal Singles’ Day promotion sanctioned by Tmall.

PATTERN

Our Approach

We began advertising for Coravin in the EU in the beginning of March. After allowing time for the newly-built campaigns to get data behind them, sales began to lift dramatically across all 3 European marketplaces Coravin sells in. Sales velocity reached the rate of Corain’s holiday sales: Valentine’s and Christmas which are typically Coravin’s highest-selling periods of the year.

“ Since Pattern, Thorne has reached thousands of new customers and been able to compete within the cluttered supplement category through advertising. ”

Touria Carson

Thorne Growth and Digital Marketing Manager

Results

Thorne’s Tmall Global store has had sales from its first day of trading, despite the lack of brand awareness, and we have doubled sales projections based on the performance from its first couple of weeks of sales. Thorne has now been invited to officially participate in Double 11, with a promotion agreed by Tmall, as the marketplace was impressed with its initial sales performance.

SUCCESSFUL TMALL LAUNCH

Thorne’s Tmall Global store has had sales from its first day of trading.

DOUBLED SALES

Pattern’s Greater China ecommerce team has doubled Thorne sales projections based on the performance from its first couple of weeks of sales.

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