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This Works eyes up further growth in China with new store on Alibaba’s Tmall Global platform

ThisWorks: targeting China

UK sleep and wellness brand ThisWorks has launched on Tmall Global, the site for overseas brands and retailers to reach Chinese consumers. The launch on Tmall Global for This Works signifies a major milestone for the award-winning UK sleep and wellness brand to continue its strong growth trajectory in China.

With China’s health and wellness industry estimated to grow by 19.2% to $145.1bn by 2025, sleep is one of the fastest-growing categories across Tmall Global. It is also becoming a key health priority for Chinese consumers – according to Alibaba Health’s 2021 Tmall Healthcare Trend Report, products addressing a lack of sleep increased by 220% last year.

Following its initial entry into China in 2019, This Works saw high demand for its range of pioneering pillow spray products – a natural sleep solution that helps to ease restless sleeping patterns and sleep anxiety – which they sold via a distributor.

At last year’s 11.11 Global Shopping Festival, the brand reported 42% year-on-year growth in total GMV during the period with 36% increase in demand for its Deep Sleep Pillow Spray compared with the 618 shopping festival in the same year. In addition, Tmall Global reported a 250% increase in sleep management sales across its portfolio of healthcare brands during the entire Festival.

The launch of the new Tmall Global store will enable This Works to sell a wider range and variety of its sleep-enhancing products. To celebrate the store opening, This Works is re-releasing its classic Sleep Plus Pillow Spray product, a fast-acting, motion-activated sleep spray for restless sleepers including 99% natural encapsulated Lavender, Camomile and Vetivert essential oils, shown to help restore normal sleep patterns.

Zarina Kanji, Tmall Business Development and Marketing, Health and Wellness and Food and Beverage brands at Alibaba Group UK & Nordics, comments: “The pandemic highlighted that good health is something we all covet and consumers are placing greater value on health and wellness than material objects as we all want to be healthy and happy and that means taking care of our holistic wellness. A big part of this is improving our quality of sleep. As a result, sleep has become the number one health priority in China and around this we are seeing a large opportunity for products that appeal to the ‘sleep economy”.

Dr Anna Persaud, This Works CEO adds: “We are thrilled to be launching into Tmall Global, expanding our footprint in the wellness industry in China. Since 2004, This Works has been committed to creating highly effective, natural skin solutions which are rooted in science and proven to work. As a leading wellness brand and a pioneer in sleep beauty products, sleep health is our number one priority at This Works and to date we have sold 9 million of our award-winning deep sleep pillow sprays. There is a huge opportunity in China and appetite to invest in sleep health in this market, so we are confident This Works products will be received well and make a difference helping further people sleep better. We are excited for this new chapter and the opportunity to partner with Tmall Global.”

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