A few days ago, Australian brand Synext’s Australian Small Green topped the Chinese Tik Tok e-commerce list of food and beverage dietary supplements. In the promotion, it is claimed that the product is a new generation NAD+ supplement with “the black-tech of positioning repair”. It is said to have features such as anti-aging, controlling diabetes blood sugar and reversing fatty liver.
According to the information disclosed by the media and the filing information on the company’s official website BIOGENCY.COM.AU, the registrant and email contact of the domain name is a Chinese named gray.peng, and the company’s LinkedIn account shows that it is a company of 10 people or less in size. In this regard, practitioners in the industry indicated that this is a routine operation in the Australian health care industry. Its so-called core technology is mostly marketing rhetoric, but in fact it is commissioned to a local Australian factory for processing and production. These supplements are the most common products manufactured by major OEMs in Australia. As long as the user has a demand, the factory will provide a variety of formulas for vendors to choose from.
The reporter learned that the highest content of the product single capsule ingredients are niacin and niacinamide. The media consulted a number of Australian health product OEMs on the full ingredients and content and specifications printed on the packaging, and found that the average production cost of the product was around AUD 5 (equivalent to only RMB 22) per bottle. Nevertheless, when the product was sold in China under the title of “Australian Brand”, the price of a single bottle in Chinese Tik Tok e-commerce soared to 588 yuan.
Based on media reports, China has now emerged as the world’s largest market for dietary supplements. In order to cater to the irrational tendency that Chinese people regard foreign brands as high-tech and higher quality, many Chinese have gone overseas to register various trademarks and transform ordinary dietary supplements into “panaceas” that can cure diseases and resist aging. By the promotion live of various types of laxly regulated emerging media and KOL stars, the product will be able to promptly receive a large number of consumers. As a result, Australia is the primary choice for overseas registration of Chinese health care brands and the top exporter of health care products sold to China.
