Interview of Wishu, an applicator tampons brand that targets Chinese market

Interview of Wishu, an applicator tampons brand that targets Chinese market

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Today, we interview Weishu, a new brand for girls who would like to sell Tampons in China. Chinese girls are not get used to used tampons, and use hygiene towel ….

Could you introduce yourself ?

Wishu Tampons is a brand of applicator tampons. We distribute a range of applicator tampons made with American and European quality standard. We want to provide an affordable price for women daily necessity products. Our aim is to make this product easy to find in the Chinese market.

Wishu Tampons is a real alternative to other products such as sanitary napkins or digital tampons that are too restricted in terms of use.

Compared to sanitary napkins, Wishu Tampons are cleaner, more hygienic and aesthetic.

Why do you choose to target Chinese market ?

Now in China, it is quite difficult to find this kind of product! Users (Chinese and foreigners) have difficulties to find tampons: the issues keep recurring amongst female and we think that there is a good opportunity in this market.

What is very interesting in the beauty and health market is that it’s linked to the economic and sociologic development of one country.

When tampons arrived at the US market in the 50’s and in Europe in the 70’s, the economic environment helped the women emancipation. The Women role in consumption society deeply changed the market.

Today China gathers these same changes as in the 50-70’s and we think that the Chinese Women will adopt this product which is much more suitable for her needs. Living active life and the increased importance on well-being and sports, a woman has to feel good in any circumstances.

Do you think that the Chinese Market is ready ?

The Tampon’s market is still a niche market in China. So far, the market is small because of lack of offers. This is why we need to focus on the communication, education and awareness of our product.

On the other hand, the foreigner market in Shanghai is a mature market; they know about the product and use it a lot (more than 70% of European or American women).

Nowadays, the number of Chinese women users is still small but promising! Chinese women discover this product came from western countries and are very curious about it. Knowing the skills of Chinese to change and adopt a new product, there is no doubt that this market will increase in the next few years and that Chinese women will use Wishu Tampons.

What is the biggest Challenge according to you ?

We face some challenges here in China regarding the image of tampons. In fact, people have the same idea about the product before using it. Europe and the US faced the same issues at the beginning whereas now more than 70% of women are using tampons. Now, the product is known for its quality (comfort, hygienic, easy to use) and we need to communicate and educate in order to sell on the Chinese market.

What will be your strategy ?

We need to adapt two different marketing and distribution strategies because we target both foreigners and locals women in the Chinese market.

Our communication on the “Laowai” market is more brand-focused and our distribution will be on retail shops because these customers already know about the products. We will also provide Cash On Delivery (via our website www.wishu-tampons.com) and also sell in our boutique (927 Huaihai road, block 46) and in supermarkets.

Our distribution for Chinese customers will be mainly Online oriented with our Taobao shop (http://wishutampons.taobao.com), Amazon and a Weibo and WeChat Account. As explained before, we need to focus our communication to educate new customers. Thus, for our Taobao shop, we created a special guidance that explains step-by-step how to use a tampon in a simple, neutral and informative way.

We also launched online campaign to increase the brand awareness and answer any questions that a new Customer can have; thanks to numerous testimonials from Chinese girls.

Thank you Wishu teams and we wish you good luck  ! 😉

Olivier

MarketingtoChina