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Want A Slice Of China’s $40bn VMS Market? Learn To Navigate Alibaba’s ‘New Retail’ Ecosystem

 
• By David Ridley

The UK's Vitabiotics is expanding its presence in China's lucrative dietary supplements market via Alibaba Group's Tmall e-commerce platform. HBW Insight speaks exclusively to Vitabiotics' China and South Asia director, Benji Lamb, about how the firm has used local knowledge to successfully navigate the country's "new retail" phenomenon. 

Map of China in magnifying glass (shutterstock)
• Source: Shutterstock

Claiming to be the UK's “no. 1 vitamin company,” Vitabiotics has seen success in selling brands like Osteocare, Pregnacare and Visionace on China's Tmall Global e-commerce platform, so much so that the company has signed a new agreement with site owners Alibaba Group to extending its presence in the country.

As part of the agreement, Vitabiotics will launch popular UK products to the Chinese market for the first time, such as Wellman,

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