CHINA. Natural wellness brand Long Haul Spa has made its first steps into China’s domestic market by launching a direct-to-consumer ecommerce selling programme on WeChat.
The WeChat launch follows Long Haul Spa’s recent inclusion in Trade and Investment Queensland’s (TIQ) ‘Digital Accelerator Programme China’ initiative. The programme promotes trade between China and Queensland-based businesses, particularly in the wellness and beauty sectors.
Only 15 brands were chosen for TIQ’s China programme, following a rigorous selection process which began in May 2020. The scheme supports the brands’ ecommerce capabilities and brand-building in China. It also offers detailed segmentation, market insights, data and dynamics information.
“The complexity and scale of the Chinese market is daunting for niche brands like Long Haul Spa to understand and penetrate” — Long Haul Spa Founder Christine Keeling
In addition, Long Haul Spa is also being marketed to 300 million registered users on Chinese digital platform Xiahonshu (Red) through Brisbane Airport’s BNE Marketplace.
“The complexity and scale of the Chinese market is daunting for niche brands like Long Haul Spa to understand and penetrate,” commented Long Haul Spa Founder Christine Keeling. “So, we are absolutely thrilled to be chosen as one of Queensland’s top 15 brands for the TIQ Digital Accelerator Programme China and to benefit from the tangible commercial support the initiative brings.”
According to Keeling, Long Haul Spa’s Chinese ecommerce launch will serve as the foundation for its travel retail expansion in the region.
She said, “Not only can we now sell direct to Chinese consumers for home delivery, but this will also help springboard our ambitions to enter the travel retail market in China, especially during this boom period of domestic travel. Our distribution partner, Vincent McDermott of TR Partners, is in conversation with several retailers in China and we are also actively exploring opportunities with TMall.”
Long Haul Spa — joint grand prize winner of The QDF Factor — is developing new product ranges to cater to the Chinese market. This includes ethically and sustainably-sourced wellness innovations such as skin-kind hand sanitisers, mask-related acne solutions and a line of Antipodean bath and body care products.
Keeling added, “As part of the TIQ programme, our products were tested with Chinese consumer focus groups and we are delighted to have had very positive results on the appeal of our colourful, contemporary vegan leather bags and the provenance of carefully selected sustainable New Zealand botanicals that protect, nourish and hydrate the skin.
“Our China range also includes our latest product innovation, the Saving Face mask, which is expertly designed with layers of silk and breathable cotton voile to maximise comfort wherever, and however, you are travelling.”
