Fjorda – Success in Chinese e-commerce

As health awareness grows, China’s growing middle class is investing more in healthy lifestyle products and services, including supplements. Norwegian supplement brand Fjorda has leveraged China’s dynamic e-commerce platforms to become a major player in the fast-growing Omega-3 category. The journey has been a mix of challenges and triumphs, fueled by strategic decisions, local partnerships and an unwavering commitment to quality.

In this article, Maren Steinnes, co-founder and CEO of Fjorda, shares the story of the brand’s entry into the Chinese market, discussing key events, challenges encountered and lessons learned along the way.

The Origin of Fjorda

Fjorda was born from Norway’s rich tradition of using the ocean’s resources. “Norway has a long history with the ocean. We have been using and producing fish oil in Norway for over a thousand years, dating back to the Viking era. This historical background combined with modern technology is the foundation of Fjorda’s high-quality Omega-3 supplement range.

Fjord was inspired by the desire to create a high-quality consumer product that could compete on a global scale. Steinnes and her co-founder, Beate Opstad Thy, who had more than 12 years of experience in the Omega-3 industry, committed to using their expertise to develop a product that could meet the demands of international markets.

We knew from the start that we wanted to go global. China, with its large and information-driven consumer base, was a compelling choice for our first major market.

Entering the Chinese market with data

Entering the Chinese market was not a spontaneous decision, but a well-planned strategy that took almost a year of preparation. Fjorda spent a lot of time gaining market insight, finding the right partners, and creating a solid go-to-market strategy. This preparation was crucial given the complexity and competitiveness of the Chinese e-commerce landscape.

One important early decision was to tailor the product to local consumer preferences. “We initially wanted to create a pure DHA product for cognitive health, but we learned that Chinese consumers prefer a more balanced ratio of EPA to DHA,” Steinnes says. That insight led to a reformulation of the product to better meet local requirements.

In almost every sector, the rapidly growing Chinese market contains strong local brands that are adept at integrating consumption data into the production cycle. For international brands to remain competitive, they must analyze local consumer preferences in terms of product formulation, SKU selection for the market and marketing strategy (for example, which product to designate as a hero product). Fjorda’s careful consideration of local consumer preferences ensured the brand’s successful entry into the market.

The challenges that Fjorda had to face

The journey was not without its challenges. Compliance with dietary supplement regulations in China is rigorous, and Fjorda had to navigate these regulations meticulously. China has a solid digital and physical infrastructure to facilitate cross-border e-commerce, allowing supplement brands to sell directly to Chinese consumers without going through lengthy product registration procedures. In addition, the competitive landscape was intense, with numerous successful domestic and international brands already having significant footholds.

Another challenge is price sensitivity. The Chinese market is heavily campaign-driven, with frequent shopping festivals and discounts. Fjorda had to develop a pricing strategy that could compete effectively during these peak sales periods without compromising the brand’s premium positioning.

Marketing was another key area where Fjorda had to adapt quickly. You can have a perfect product with excellent quality, but if you can’t get it in front of your core audience, you won’t succeed. Fjorda took a dual marketing approach, focusing on both long-term brand building and immediate sales promotions through influencer marketing and live commerce.

In addition, brands entering China face a range of local e-commerce channels with different strengths and user demographics. Fjorda chose to launch on Alibaba’s cross-border e-commerce marketplace Tmall Global. Tmall Global is a more traditional search-based marketplace and the largest sales- and user-based marketplace.

Fjorda also launched Douyin, ByteDance’s TikTok equivalent for the Chinese market, which has robust e-commerce functionality. Douyin has become a fast-growing sales channel for brands across sectors due to the strength of its content recommendation algorithm, while video content and live streaming drive spontaneous in-app purchases.

Fjorda’s decision to launch its business through cross-border e-commerce on Tmall Global and Douyin laid the foundation for its market success.

The role of local partnerships

A key part of Fjord’s strategy was its partnership with WPIC Marketing + Technologies, a local e-commerce provider with over 19 years of experience in the Chinese market. This partnership gave Fjord the necessary local presence and expertise to effectively navigate the complexities of the market—including regulatory requirements, pricing strategy, channel selection, and more.

Finding the right partner with local know-how was crucial. WPIC helped Fjorda with market analysis, regulatory compliance and selection of appropriate sales platforms. This local expertise was crucial to ensuring a smooth market entry and lasting success.

Fjordy’s success in China has been a source of pride for WPIC. The Western playbook doesn’t fit China, and Fjordy’s willingness to embrace unique tools like live streaming and invest in social commerce channels like Douyin has been key to the brand’s runaway success.

–Joseph Cooke, President of WPIC

Success Stories and Milestones

Fjord’s recent win was a highly influential live influencer event. The event featured the largest foreign influencer in China in Norway, showcasing Fjord’s products from their place of origin in Norway. The event generated about a third of Fjord’s total revenue this year. The live broadcast highlighted the authenticity and quality of Fjord’s products, which resonated strongly with Chinese consumers.

Fjord’s packaging, featuring Norwegian mountains and fjords, also played a role in its success. The design was not initially an internal favorite, but was chosen based on feedback from Chinese test panels. This adaptation to market specifics further strengthened the brand’s appeal in China.

Looking beyond China

With a strong presence in China, Fjorda is now looking to expand into other APAC markets, including South Korea and Japan. They are starting their preparations with regulatory compliance and consumer behavior analysis. The experience gained from entering China will guide Fjorda in these new markets, ensuring a well-prepared and flexible approach.

Key lessons and advice for other brands

The importance of thorough market research and local partnerships for brands looking to enter the Chinese market cannot be overstated. Find a trusted partner with local experience and expertise. Understanding and adapting to local consumer preferences, maintaining regulatory compliance, and having a solid and flexible marketing strategy are key.

Fjorda’s journey in China is evidence of the importance of preparation, adaptation and local partnerships in achieving success. Despite the challenges, the brand’s commitment to quality and strategic approach have enabled it to become a leading player in the Omega-3 supplement market in China. For other brands looking to enter this dynamic market, Fjorda’s experience offers valuable insights and lessons. As Fjorda continues to expand its presence in the APAC region, it remains committed to its mission of delivering high-quality supplements that resonate with consumers around the world.