How authenticity, not advertising, helped WHC conquer the Chinese supplements market
The Counterintuitive Strategy That Drove 432% GMV Growth for This Belgian Fish Oil Brand in China
In China’s ultra-competitive health supplements industry, trust beats tactics.
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That’s exactly what Belgian fish oil brand WHC discovered when they took a leap of faith — choosing to step away from polished sales scripts and instead spotlight raw, real storytelling.
The result?
📈 A 432% increase in GMV (Gross Merchandise Value) in just one month.
💥 A 263% spike in new customer orders, and
🔁 A 312% jump in repeat purchases.
And the secret? It all started with one simple, counterintuitive move:
The brand’s president went live on Douyin — not to sell — but to talk about the company’s story.
Source Ocean Engine
🔍 Why Fish Oil Is a Tough Market in China
Before we dive into WHC’s approach, it’s important to understand the battlefield:
- China’s health-conscious middle class is booming — especially among parents, fitness enthusiasts, and seniors.
- Fish oil supplements are a hot category, especially for brain, heart, and eye health.
- But the space is flooded with competition: hundreds of foreign and domestic brands all promise “purity” and “omega-3 excellence.”
- Chinese consumers have become skeptical. They don’t just want claims — they want credibility.
💡 WHC’s Game-Changing Strategy: Real Stories from Real Leaders
Instead of running yet another “scientifically formulated” ad, WHC took a bold, unfiltered route — and it paid off big time.
Full strategy explained By Ocean Engine…
🔸 3 Days Before the Livestream
WHC’s President didn’t hide behind marketing teams.
He personally engaged with Douyin users, replying to comments and answering questions — not pushing products, just building relationships.
“We’re a family company. We’re here to talk — not sell.”
This human-first approach sparked curiosity, trust, and loyalty before a single bottle was shown on screen.
🔸 During the Livestream: No Hard Sales
Forget perfect lighting and influencer endorsements. WHC’s live session was held inside their actual Belgian office. No studio. No script.
The President shared stories:
- Why they started the brand
- How they source their fish oil
- Why purity and transparency matter more than flashy packaging
- What “family health” means to their team
💬 Viewers stayed longer.
❤️ Engagement rates soared.
🛒 People bought — because they believed.
🔸 Behind the Scenes: Smart Creative + Targeting
Of course, emotion alone wasn’t enough.
WHC also:
- Ran A/B tests on their ad creatives to find which visuals and messages resonated most
- Used segmented targeting to show their livestream replays to moms, seniors, and wellness shoppers
- Retargeted interested viewers with value-first content (not sales pitches)
The result?
🎯 263% increase in first-time buyers
♻️ 312% growth in repeat orders
🧠 EcommercechinaagencyTakeaways for Supplement Brands in China
- Humanize your leadership.
Show the people behind the brand — not just the product. - Build trust before asking for a sale.
Relationship > conversion. - Speak like a friend, not a marketer.
Especially in livestreams, authenticity trumps polish. - Test your content before you scale.
Localized, data-backed creatives win every time. - Use content that educates and inspires.
In wellness, the why is as important as the what.
🎤 Olivier VEROT “In China, Trust Is the New Branding”
The Chinese health consumer is evolving.
They’ve seen enough perfect packaging and generic claims.
What they crave now is truth, transparency, and connection.
WHC didn’t win by shouting louder.
They won by speaking more honestly.
If you’re a fish oil or supplement brand looking to break into the China market — maybe it’s time to stop selling and start storytelling.
Top readings
Health Supplements in China Via Tmall & JD MarketingtoChina
20 Most Popular Health Supplements in China [2024-2025]
