Swisse，怎么就“不香了”？

Core Insights - The article discusses the rise and challenges of Swisse, a health supplement brand acquired by China's Health and Happiness Group (健合集团), highlighting its initial success in the Chinese market and the subsequent financial difficulties faced by the parent company [2][3][8]. Group 1: Company Background and Acquisition - Swisse was founded in Melbourne in 1969 and gained popularity in China post-2010 due to its branding as a natural product and effective marketing strategies [2][3]. - In 2015, Health and Happiness Group acquired 83% of Swisse for approximately AUD 1.386 billion, aiming to leverage the brand's Australian image to penetrate the burgeoning Chinese health supplement market [3][5]. - The acquisition coincided with favorable cross-border e-commerce policies in China and a strong consumer demand for overseas health products, providing an optimal entry point for Swisse [5]. Group 2: Market Strategy and Performance - Post-acquisition, Health and Happiness Group did not merely replicate Swisse's Australian model but adapted it to the Chinese market by focusing on high-potential categories like collagen and liver health products [5][7]. - By 2024, Swisse is expected to derive nearly 80% of its sales from cross-border e-commerce channels, with a strong online market share of over 7.5% in the VDS segment [7]. - Despite its strong market presence, Swisse's revenue growth has slowed, with the adult nutrition and care (ANC) segment showing only an 8.8% increase in 2024, down from previous high growth rates [10][11]. Group 3: Financial Challenges - Health and Happiness Group reported a revenue of RMB 13.05 billion in 2024, a decline of 6.3%, and a net loss of RMB 53.72 million, marking its first loss since going public [8][12]. - The ANC segment, while still a revenue pillar, has seen its growth rate decline, contributing only 48% to total revenue in the first three quarters of 2025 [11][12]. - The baby nutrition and care (BNC) segment has experienced a significant decline, with revenues dropping from RMB 5.18 billion in 2022 to RMB 3.33 billion in 2024, a 36% decrease [13][14]. Group 4: Operational and Competitive Challenges - The pet nutrition and care (PNC) segment has not yet become a significant revenue driver, contributing only 15% to total revenue in the first three quarters of 2025 [15]. - High marketing costs are eroding profits, with sales and distribution costs reaching RMB 2.883 billion in the first half of 2025, nearly four times the net profit for the same period [22][25]. - The competitive landscape in the Chinese health supplement market is intensifying, with local brands offering lower prices and international brands increasing their local operations, impacting Swisse's market share growth [29][30]. Group 5: Future Outlook - Swisse must innovate through research and development to maintain competitiveness, moving beyond reliance on brand equity and marketing [31]. - The ability of Health and Happiness Group to rejuvenate Swisse and cultivate new growth avenues will be crucial for navigating future challenges [32].