DHA France

DHA France, the supplement brand from French laboratory PHOSPHOTECH SAS, came to us with a specific problem. They had a product with strong European credibility, DHA extracted from natural fish oil, and an existing Tmall Global store, but very limited brand awareness in China. The Chinese health and wellness segment crossed 600 billion yuan in 2025, driven by post-pandemic consumer focus on immunity, infant brain development, and clean nutrition. Chinese mothers aged 25 to 40 had become the most active health product buyers online. But DHA France was invisible on the platforms where they actually research and buy.

The competitive landscape had shifted fast. Domestic health and beauty brands captured over 57% of the Chinese market by 2025, largely through platform speed and content volume on Douyin and Xiaohongshu. Foreign brands without a local social media presence were losing ground, even when their product quality was superior. DHA France had been publishing basic PR posts on Weibo and WeChat, but neither channel was generating qualified traffic to their Tmall Global store. Meanwhile, Chinese consumers had adopted a clear purchase pattern: discover on Douyin, verify on XHS, buy on Tmall. DHA France was absent from two of those three steps.

GMA was brought in to rebuild the brand's Chinese digital presence from the ground up. The brief was clear: build product credibility fast, drive qualified traffic to Tmall Global, and grow a loyal community around the brand's health positioning. We designed a KOL and KOC activation strategy targeting parenting influencers and health educators on Douyin and Xiaohongshu, ran a product seeding campaign to generate organic peer reviews before the main push, and restructured the WeChat official account as a CRM and repeat-purchase channel. The campaign ran across Q4 2025 and Q1 2026, with Tmall Global as the single conversion point.