当一个海外品牌在中国长大：Swisse的十年、三次进化与未来支点

Core Insights - Swisse has transformed from a cross-border e-commerce newcomer to a leading brand in China's health market over the past decade, showcasing a successful case of international brand localization [2][3][4]. Group 1: Strategic Evolution - Swisse's journey in China can be divided into three key phases: - Phase 1 (2016-2018): Capitalized on the rise of cross-border e-commerce and positioned itself as a trendy brand targeting younger consumers, successfully entering the oral beauty segment [6][7]. - Phase 2 (2019-2022): Transitioned to localization, launching sub-brands like Little Swisse and Swisse Me to meet diverse consumer needs, while becoming the top international nutrition brand in China's online market [8][9]. - Phase 3 (2023-present): Focused on strategic upgrades and multi-brand collaboration, achieving a 15.7% year-on-year growth in the first three quarters of 2025, contributing to 70.6% of the group's sales [9][11]. Group 2: Underlying Growth Logic - Swisse's growth is driven by a deep understanding of local consumer needs, combining global research capabilities with local health trends, and establishing a strong scientific brand image [11][13]. - The brand's operational model includes a localized team for quick decision-making and marketing strategies that resonate with local consumers, utilizing platforms like Xiaohongshu and Douyin [13]. Group 3: Brand Strategy and Market Positioning - Swisse has upgraded its brand strategy to "Swisse Mega Brand," creating a product matrix that covers all life stages, with the main brand serving as a stabilizing force while sub-brands target specific consumer segments [15][20]. - The brand's performance during the 2025 Double Eleven shopping festival demonstrated its market dominance, with Swisse maintaining the top sales in categories like fish oil and oral beauty [20][21]. Group 4: Future Growth Strategies - Looking ahead, Swisse aims to deepen its core product offerings while exploring new market opportunities in areas like cardiovascular health and immune support, aligning with societal trends such as aging and lifestyle-related health concerns [24][29]. - The company has established a robust infrastructure for future growth, including a localized team, comprehensive channel touchpoints, and a scientific approach to product development [30].