Alibaba Group has announced the launch of a new Tmall Global store for This Works. Tmall Global is an international platform for overseas brands and retailers to reach Chinese consumers. The launch on Tmall Global for This Works signifies a major milestone for the award-winning UK sleep and wellness brand to continue its strong growth trajectory in China.
With China’s health and wellness industry estimated to grow by 19.2 per cent to US$145.1 billion by 2025, sleep is one of the fastest-growing categories across Tmall Global. It is also becoming a key health priority for Chinese consumers – according to Alibaba Health’s 2021 Tmall Healthcare Trend Report, products addressing a lack of sleep increased by 220 per cent last year.
Following its initial entry into China in 201, This Works saw high demand for its range of pioneering pillow spray products – a natural sleep solution that helps to ease restless sleeping patterns and sleep anxiety – which they sold via a distributor.
At last year’s 11.11 Global Shopping Festival, the brand reported 42 per cent year-on-year growth in total GMV during the period with 36 per cent increase in demand for its Deep Sleep Pillow Spray compared with the 618 shopping festival in the same year. In addition, Tmall Global reported a 250 per cent increase in sleep management sales across its portfolio of healthcare brands during the entire Festival.
The launch of the new Tmall Global store will enable This Works to sell a wider range and variety of its sleep-enhancing products. To celebrate the store opening, This Works is re-releasing its classic Sleep Plus Pillow Spray product, a fast-acting, motion-activated sleep spray for restless sleepers including 99 per cent natural encapsulated Lavender, Camomile and Vetivert essential oils, shown to help restore normal sleep patterns.
Dr Anna Persaud, This Works CEO said: “We are thrilled to be launching into Tmall Global, expanding our footprint in the wellness industry in China. Since 2004, This Works has been committed to creating highly effective, natural skin solutions which are rooted in science and proven to work.
As a leading wellness brand and a pioneer in sleep beauty products, sleep health is our number one priority at This Works and to date we have sold 9 million of our award-winning deep sleep pillow sprays. There is a huge opportunity in China and appetite to invest in sleep health in this market, so we are confident This Works products will be received well and make a difference helping further people sleep better. We are excited for this new chapter and the opportunity to partner with Tmall Global.”
Share