Why I should choose a local brand, when I can afford an international brand?

aland | Brand Strategy

Challenge
As the rule of thumb, Chinese middle-class consumers prefer foreign health and supplement brand because they have more credibility and have less food safety risk.


Strategy
When you choose a clinic, you don’t judge by what medic they give you; you judge by the quality of its service.

Likewise, the service is the strength of local brands like aland.

By better understanding of the Chinese consumer's health pain points (For example, they consume a lot of sugar from their beloved noodles and rice) and their health (such as DNA data) aland’s eCommerce consultation service able to beat all the foreign brands.

Therefore, instead of telling the consumer “We are as good as the foreign brands, but slightly cheaper.” we recommended aland to double-down on their online consultation capability and amplify the service in different online touchpoints like Taobao banners and online advertising.