China cognitive health success: Visdon expands e-commerce presence with JD listing of Rebrain supplement

By Guan Yu Lim

- Last updated on GMT

Visdon expands e-commerce presence in China with Tmall listing of brain health supplement ©Visdon
Visdon expands e-commerce presence in China with Tmall listing of brain health supplement ©Visdon

Related tags Australia China Cognition Brain health ecommerce

Australian health supplement firm Visdon, the maker of brain health supplement (Rebrain), is expanding its online presence in China with a listing on JingDong on the back of sales approaching US$800,000 in the past six months.

This is in addition to its other e-commerce listings in China including xiaohongshu, yangmatou and WeChat.

Rebrain was first launched in October 2020 in Australia through chemists, pharmacies, and online health stores. It was launched at the same time in China through e-commerce platforms.

In China, the company sold RMB 5m (US$780,000) in six months since the launch, reporting significant sales especially during shopping events.

According to Lara Tang, marketing director at Visdon, events such as the International Womens Day saw the firm selling 500 units in that month.

Tang said the company has a high engagement rate. Many of the consumers are returning customers, with a 20% increase every month since the launch, indicating their desire for long term consumption of the brain health supplement.

According to her, most of their customers spend more than RMB 1,000 (US$156) per purchase, and its VIP customers can spend anywhere between RMB 3,000 to 5,000 (US$470-780).

From the online figures, it is an equal mix of male and female customers in the age range of 35 to 45.

Besides selling on e-commerce platforms, Visdon also works with distributors who sell across some 30 stores on Taobao.

In June, Rebrain will launch on JD with a flagship store, in time for the 6.18 shopping event.

In Australia, it plans to list on Amazon Australia soon.

Brain health

Rebrain is a brain health supplement targeted at middle aged and senior consumers to help maintain cognitive function and reduce brain fatigue.

Each Rebrain capsule is formulated with four ingredients, Phosphatidylserine (105mg), DHA algae oil (200mg), ginkgo biloba extract (10mg), and camellia sinensis (green tea extract - 10mg).

The company recommends a daily intake of two to four capsules.

Rebrain is an Australian TGA listed brain health supplement. This means it has been assessed by the TGA for quality and safety but not efficacy.

TGA described listed products as containing well-known low-risk ingredients with a long history of use, such as vitamin and mineral products. “This does not mean that it does not work. It simply means that the TGA has not evaluated them individually to see if they work​.”

The product has been registered for a patent in China, and currently pending a patent in Australia, while the firm is also exploring human clinical trials in both China and Australia after the COVID-19 pandemic.

Upcoming line-up

The company plans to export Rebrain to Vietnam, Malaysia, as well as South Korea, working with distributors for a launch in the next few months. 

Visdon also formulates a range of products under its mother and baby series and is also working on a a brain health supplement for adolescents, and a sleep supplement for adults.

Teenagers are often stressed out with examinations, so our aim for this brain health supplement is to improve concentration, combat fatigue, and improve eyesight​,” said Annie Liu, marketing assistant at Visdon.

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