Cici Shao is the Director of Marketing for Swisse China, responsible for the brand strategy, marketing campaigns and media strategy in China. She continues to build the Swisse brand, which originated from overseas, into the industry's TOP1 imported natural nutrition brand through innovative consumer marketing. Cici Shao has 10+ years of brand management and marketing experience. Cici Shao has 10+ years of experience in brand management and marketing. Before joining Swisse, she worked for international brands such as Corona and Carlsberg. In the past 6 years, Cici Shao has been experimenting with new digital marketing, entertainment marketing, marketing and e-commerce marketing methods to strengthen the Swisse brand's position as a nutritional brand in the minds of young Chinese consumers and to drive sales growth in the Chinese market.
4.2H - Hall E
With a limited budget, how to optimally allocate to various products? How to maximise the use of budget for various products to achieve "stable first place for mature products and rush to first place for potential products"?
Swisse used the Xiaohongshu to achieve a 166% year-on-year increase in sales of the mature product "K2 Calcium", and the efficacy of the potential product has become a hotly debated keyword. During the period of 618, the GMV even topped the TOP 1 of the e-commerce platform in the healthcare industry. So how exactly does Swisse tailor-make its products to achieve a differentiated product?