Case Study

Slingshot Brand Incubator is a new type of retail program that ranges emerging brands in Retail locations (Grocery/Pharmacy/Speciality) stores across Australia. These brands are accepted into the Slingshot program after meeting strict quality thresholds (product/packaging/pricing/positioning) and is only open to Company’s who are ultimately looking to develop as a Chinese export brand.

Originally launched in 2018, our biggest success story to date is Koala Eco, “Natural Plant Based Cleaning Products”, that offers affordable cleaning products that are safe for the family and kind to the environment. 

The brand Koala Eco is owned and operated by Jessica Bragdon and Paul Davidson. Jessica has a Bachelor of Arts from Northeastern University in Boston USA and has a Masters in Organizational Psychology from Columbia University, New York City. Jessica worked in the boutique hotel industry in New York City before relocating to Australia to work for a non-profit cultural organisation. Paul grew up in rural Western Australia and is a Chartered Accountant having worked in London and New York before relocating from Perth to Sydney.

What they created was affordable antimicrobial cleaning products that are eco-friendly and scented with only essential oils. When they approached Reach China about one year ago they had yet to start their China journey but had developed the product with an eye on exporting.

Koala Eco commenced their Chinese journey with a DaigouSales solution – a wholesale marketplace and sophisticated marketing program specifically targeting Chinese professional shoppers in Australia – buyers who brought products on behalf of consumers living in China.

Given the importance of having a strong retail presence in the local market, Koala Eco also leveraged the Slingshot Brand Incubation to have their products sold in Retail locations in every State in Australia.

Now Koala Eco is sold in numerous Australian locations; both online and off, and their export journey to China is recognised as a success case for other brands. They have a strong following amongst local Chinese daigou buyers, and have products registered for sale in China on the leading CBEC platforms (Tmall and JD.com). as well as being available in China via mall kiosks, premium shops

And Koala Eco is only one of the brands the Slingshot Brand Incubator has helped launch into Australian retail stores. Others include Nature Talk, a natural, cruelty free skin care product designed to revive tired skin; Eonian Care, affordable baby and maternity products that feature innovative baby nail trimmers and breast pumps; and Wattle Health Australia, high-quality, natural, pure and healthy infant formula and baby foods.

WHAT’S IN IT FOR YOUR BRAND?

Our Slingshot Brand Incubator is looking for unique products, the market disruptors, that simply need a little help to become Chinese cross-border big brand names. If you qualify, you get from Reach China:

  • Distribution into Retail locations across Australia

Getting ranged in Pharmacy and/or Grocery is normally a big deal for participants. Often our participating brands are only available for sale online as selling into retail has been too difficult and complicated. Our Slingshot program has a large number of participating retail sites that we work with to align the right products with the right stores.

  • Marketing & Catalog Promotions

Brand Incubator participants get digital marketing and social media support to highlight the retail stockists carrying their products as well as free ad placement in the Pharmacy catalog.  That may be worth up to $5,000 for each brand participant.

  • Instore Activations & Engagement

Nothing beats active in-store activation programs to get the brand noticed in very busy and cluttered stores. Our Slingshot team works with various stores to arrange sampling, testing and product education.

  • Slingshot Manager

You are assigned a Slingshot Manager from Reach China, who will help you figure out how to best utilize the Slingshot program and work with you to support and grow your brand.

IN EXCHANGE FOR THESE PERKS, YOU HAVE TO GIVE UP THE FOLLOWING:

  • A monthly fee of $2,550 (plus GST)

This fee covers the running and managing of your Slingshot Incubation program. It includes storage within our warehouse and logistics management. We take care of all the order management and product replenishments – then take care of all the invoicing and payments.

  • Consignment Stock

Your stock will be placed into our Sydney warehouse on consignment – this stock is then distributed onto retailer shelves (as consignment) then as they sell through, we replenish and pay you for the goods sold.

  • Minimum commitment of 6 months

You can’t back out during that time, living with all the limitations above

CLOSING THOUGHTS

Whether the program is worth it depends on a number of variables unique to your business. The good news is that Reach China now offers you the choice of using the Slingshot and/or DaigouSales solution. In both cases, if you have a unique brand and products, Reach China’s Slingshot Brand Incubator can help you grow your business in a unique way, ultimately ramping up for sales from Chinese consumers.

We work with established brands, as well as well funded start-ups to navigate the challenges of growing your brand domestically with a view to taking it into China. Contact us to learn how we can help develop your brand.

What they created was affordable antimicrobial cleaning products that are eco-friendly and scented with only essential oils. When they approached Reach China about one year ago they had yet to start their China journey but had developed the product with an eye on exporting.

Koala Eco commenced their Chinese journey with a DaigouSales solution – a wholesale marketplace and sophisticated marketing program specifically targeting Chinese professional shoppers in Australia – buyers who brought products on behalf of consumers living in China.