The vitamins and supplements category is extremely popular in China, but also highly competitive. Thorne, a Western supplements and wellness brand dedicated to quality ingredient sourcing, clinical research, lab testing, and sustainable business practices, wanted to expand into Asia, without any official stockists in the country.
The cards were stacked against Thorne—no distribution infrastructure, no brand awareness in China, and they wanted to launch on Tmall quickly, ideally before the peak ecommerce festival in China called Double 11.
Pattern's China ecommerce consultants helped Thorne establish and effectively grow their Chinese ecommerce business at an accelerated pace, and with such success that the brand continues to generate YoY growth due to extremely high customer loyalty.
Pattern's Greater China ecommerce team worked with Thorne to launch its store on Tmall Global and sell cross-border from Hong Kong, as its products would need to meet local standards and be tested before they could be sold within the market. By understanding importing rules, regulations, and marketplace fees, Pattern applied its global logistics and regional expertise to assure Thorne did not run into any customs roadblocks.
The Thorne Tmall store was created with the utmost attention to detail and strategy, with much time and effort put into the product content. With Pattern’s intense tactical focus on the images, copy, listing design, and product descriptions, all designs give Chinese customers peace of mind that they are buying from a highly-regarded Western brand.
In addition, customer service is extremely important to Chinese customers. Pattern worked with Thorne to provide customer service agents specific in-market consumer and product training, so they understand all the unique features, benefits, and details to accurately assist and advise customers using Tmall’s Live Chat feature. The brand set up customer service support from in-house nutritionist and food scientist advisory who provided educated, certified suggestions on what the customer should take in different scenarios as well. This dedicated approach and individualized service helped convert initial sales, which established high brand equity and customer lifetime value.
At launch, Thorne had 200% MoM sales growth (October to November 2019). Despite the lack of awareness and no brand penetration in China, Thorne's Tmall Global store had sales starting on its first day of trading because Pattern used data-driven insights and marketplace experience to generate its own traffic . A sales accomplishment few brands achieve on Tmall due to the high competition and exhaustive customer service required to convert a sale.
One year later, Thorne was still seeing 290% MoM sales growth (October to November 2020) on its Tmall Global Store. Pattern’s Chinese ecommerce team approached Thorne’s debut on Tmall with an annual, holistic pricing strategy that did not rely exclusively on the promotional periods. And, with Pattern’s proprietary insights and technology, Pattern doubled Thorne’s sales projections based on the performance during its first few weeks of sales, and never looked back.
Post-launch, the marketplace was impressed with Thorne’s initial sales performance, it officially invited Thorne to participate in Double 11. In addition to an increase in sales, Double 11 promotions garnered new and different consumers for Thorne who are interested in untapped products on Tmall.
Together with Pattern, Thorne also crushed sales in the annual 618 Shopping Festival, which is the second-largest online shopping festival in China, with Gross Merchandise Value (GMV) YoY growth rate at around 103%.
More importantly, beyond strong sales momentum in the event windows, Thorne’s daily sales still increase every day. Effectively leveraging the event traffic, Pattern was able to drive attention during the campaign and build loyal, high value customers.
Pattern’s presence in most international regions and expertise on all global marketplaces provides the necessary local market and cross-border experience to drive traffic and conversion for a brand. From establishing trust in Western brands with creative, images, and product copy on listings and ads, as well as dedicated, specific customer service, Pattern is able to create a brand story any customer can trust. Leveraging its global network and local market knowledge across distribution logistics and fulfillment, Pattern can take any brand from one to many marketplaces.
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If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.
Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.
At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead.
An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.
A great Amazon SEO Agency partner will:
Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance.
Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS.
To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.
A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.
It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.
Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins.
Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.
As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.
Contact us to learn more about our SEO optimization services.
It’s challenging for brands on their own to maintain the many different focus areas to have remarkable success on their own D2C platform. But ecommerce is a complex, growing landscape and encompasses more than just your own DTC site. An effective ecommerce strategy includes multiple different digital marketplaces, such as Amazon, and it is an uphill battle for brands to stay competitive, relevant, and drive conversions across all.
Brands can have in-house experts who specialize in different areas of ecommerce, but it’s extremely difficult to have the depth of resources to stand up an entire team of experts who know all the intricacies and nuances of each ecommerce channel.
Pattern, the premier global ecommerce accelerator, has marketplace experts in all areas, across all global marketplaces, who help any brand expand their bandwidth, gain access to new resources, data, and expertise, while accelerating their ecommerce growth.
Stance is an extremely popular, fast-growing, and visually engaging lifestyle clothing brand. Stance’s in-house creative experts nailed down their D2C product imagery and established a clear brand vision and voice on its own platforms. However, the problem was that the product images that work on their D2C sites differ from images that perform well on Amazon and other ecommerce marketplaces.
Stance was in search of a partner with deep knowledge of and experience on ecommerce marketplaces who could help curate lifestyle and product imagery catered to Amazon.
Original Stance Product Images on Amazon:
As its 3P partner on Amazon, Pattern experts organized, produced, and shot product imagery that highlighted the brand and the product while complying with Amazon best practices.
To accompany the new, updated image look and layout, brand experts also revised the overall listing. This included:
Adding information like a size guide, quality materials, etc. on specific product imagery
Brand highlights such as the brand’s mission statement in the image stack
Additional lifestyle imagery that was consistent with its other ecommerce channels
Stance Product Images with Pattern:
Same day results when the images were updated:
Average Conversion Rate Before Image Stack Update: ~21.8%
Average Conversion Rate After Image Stack Update: ~34%
Pattern has the unmatched expertise to help brands make smart decisions and strategies to ensure all channels flourish. Creative and copy experts for Amazon and other digital marketplaces will make sure your image stack, copy, and product listing is curated, optimized, and impactful to grow your brand and increase conversion.
Get in touch with our team to learn how Pattern can reimagine your creative strategy.