Supplement firm Mannatech prepares for China entry with new e-commerce strategy

By Gary Scattergood

- Last updated on GMT

Asia is Mannatech's fastest-growing region.
Asia is Mannatech's fastest-growing region.

Related tags Nutrition

US supplement firm Mannatech is entering the China market via e-commerce - a clear change in tack for the Texas company, which usually focuses on multi-level marketing or direct selling.

CEO and president Alfredo Bala said the company was preparing to launch a consumer-facing, cross-border e-commerce site, specifically for China. 

“For the last two years we have been laying down the tracks to enter China, and they are now becoming a reality," ​he said.

“Later this year we will begin operating in China through an e-commerce business model…and this will be the first phase of a three-step approach that will ultimately result in a direct sales model that fits into the Chinese culture."

Bala said China’s growing middle class of 300m people provided a great opportunity for the company and added it would focus on the science and the clinical tests behind its products to assure consumers of their reliability and safety.

“This is one of the most important and momentus steps we have ever taken,” ​he said.

The China entry follows the opening of its its Hong Kong office in Kowloon in August.

It has been designed to support Mannatech’s independent sales associates’ activities as well as holding meetings and training sessions.

Mannatech also recently launched two new products at is annual MannaFest event in Seoul, South Korea.

The event saw thousands of its independent sales associates from across the region hear about the firm’s rebrand and the launch of several new health and wellness products.

The new products focus on children’s health, such as the MultiKids supplement, a natural strawberry-flavored children’s chewable multi-vitamin.

“Utilising Mannatech’s Glyconutritional technology, MultiKids also contains ginseng, colostrum and probiotics to help support a healthy immune system. The vitamins and minerals included in MultiKids are required for the formation of bones and teeth, visual adaptation to the dark and carbohydrate and energy metabolism,”​ said the company.

Blood circulation

It also debuted its MegaKids supplement, an omega-3 dietary supplement fortified with Vitamin D, flavoured in orange and lemon.

“MegaKids helps provide an abundance of omega-3 fatty acids in order to support cardiovascular and bone health, while helping maintain a healthy immune system. Formulated with Mannatech’s Glyconutrition, MegaKids may help improve blood circulation and blood triglyceride levels, and the vitamins included are required for the formation of bones,”​ said Mannatech.

Bala added that the company had high growth expectations for Asia.

“This Asia event was critical because it continues the momentum and excitement we started when we revealed our new brand and product offerings at our global MannaFest event in April,”​ he said.

“Asia is Mannatech’s fastest-growing market, and this will help energise the thousands of entrepreneurs who will attend the event and take our story of health and wellness to the world. We are also thrilled to be launching two new products that will help children receive better health.”

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