Two months ago, I began consulting with Holly Chiang, a mother of five and a brand ambassador for a Traditional Chinese Medicine (TCM) postpartum recovery line.
𝘖𝘶𝘳 𝘤𝘩𝘢𝘭𝘭𝘦𝘯𝘨𝘦: 𝘏𝘰𝘸 𝘥𝘰 𝘺𝘰𝘶 𝘵𝘢𝘬𝘦 𝘢 𝘥𝘦𝘦𝘱𝘭𝘺 𝘵𝘳𝘢𝘥𝘪𝘵𝘪𝘰𝘯𝘢𝘭, 𝘯𝘪𝘤𝘩𝘦 𝘱𝘳𝘰𝘥𝘶𝘤𝘵 𝘢𝘯𝘥 𝘴𝘤𝘢𝘭𝘦 𝘪𝘵 𝘢𝘤𝘳𝘰𝘴𝘴 𝘥𝘪𝘷𝘦𝘳𝘴𝘦 𝘮𝘢𝘳𝘬𝘦𝘵𝘴?
We realized Holly’s identity wasn’t just a label. It was her 𝗰𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗶𝘃𝗲 𝗮𝗱𝘃𝗮𝗻𝘁𝗮𝗴𝗲. Here is the two-tier growth strategy we implemented:
𝟭. 𝗡𝗶𝗰𝗵𝗲 𝗣𝗲𝗻𝗲𝘁𝗿𝗮𝘁𝗶𝗼𝗻 (𝗧𝗵𝗲 “𝗣𝗿𝗶𝗺𝗮𝗿𝘆” 𝗠𝗮𝗿𝗸𝗲𝘁): For Taiwanese and postpartum communities, the need is already established. We shift the narrative 𝗳𝗿𝗼𝗺 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗙𝗲𝗮𝘁𝘂𝗿𝗲𝘀 𝘁𝗼 𝗩𝗮𝗹𝘂𝗲𝘀 & 𝗖𝗼𝗻𝘃𝗲𝗻𝗶𝗲𝗻𝗰𝗲:
– 𝗧𝗵𝗲 𝗧𝗿𝘂𝘀𝘁 𝗙𝗮𝗰𝘁𝗼𝗿: Highlighting the extra values of the products which the target audience cares about, such as pesticide-free ingredients and “zero-chemical” purity.
– 𝗧𝗵𝗲 𝗖𝗼𝗻𝘃𝗲𝗻𝗶𝗲𝗻𝗰𝗲: We showcase how TCM fits into the “chaos” of newborn life through 5-minute preparation rituals.
𝟮. 𝗖𝗮𝘁𝗲𝗴𝗼𝗿𝘆 𝗘𝘅𝗽𝗮𝗻𝘀𝗶𝗼𝗻 (𝗧𝗵𝗲 “𝗖𝘂𝗿𝗶𝗼𝘂𝘀” 𝗠𝗮𝗿𝗸𝗲𝘁) How do you sell TCM to those unfamiliar with the taste or heritage? 𝗬𝗼𝘂 𝗰𝗵𝗮𝗻𝗴𝗲 𝘁𝗵𝗲 𝗰𝗼𝗻𝘁𝗲𝘅𝘁.
– 𝗧𝗵𝗲 𝗚𝗮𝘁𝗲𝘄𝗮𝘆 𝗣𝗿𝗼𝗱𝘂𝗰𝘁: Instead of “medicine,” we position herb blends as “flavor enhancers” for familiar favorites like hot pots.
– 𝗣𝗵𝘆𝘀𝗶𝗰𝗮𝗹 𝗧𝗼𝘂𝗰𝗵𝗽𝗼𝗶𝗻𝘁𝘀: We move beyond the screen. By planning hot pot collaborations and live tasting workshops, we lowered the “intimidation barrier” of the flavors.
– 𝗧𝗵𝗲 𝗠𝗲𝘁𝗵𝗼𝗱: We move away from static, “perfect” ads toward high-relatability short-form video and authentic community testimonials.
* 𝗧𝗵𝗲 𝗧𝗮𝗸𝗲𝗮𝘄𝗮𝘆: To scale a niche brand, you need to ensure the 𝗣𝘂𝗿𝗶𝘁𝘆 of ingredients for your core fans and 𝗔𝗰𝗰𝗲𝘀𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝘆 for your newcomers.
I’m curious to hear from you:
𝗪𝗵𝗮𝘁 𝗶𝘀 𝗮 “𝗳𝗼𝗿𝗲𝗶𝗴𝗻” 𝗱𝗶𝘀𝗵 𝘆𝗼𝘂’𝘃𝗲 𝘀𝗲𝗲𝗻 𝘀𝘂𝗰𝗰𝗲𝘀𝘀𝗳𝘂𝗹𝗹𝘆 𝘁𝗮𝗸𝗲 𝗼𝘃𝗲𝗿 𝗮 𝗹𝗼𝗰𝗮𝗹 𝗺𝗮𝗿𝗸𝗲𝘁? 𝗪𝗮𝘀 𝗶𝘁 𝘁𝗵𝗲 𝗳𝗹𝗮𝘃𝗼𝗿 𝘁𝗵𝗮𝘁 𝘄𝗼𝗻 𝘆𝗼𝘂 𝗼𝘃𝗲𝗿, 𝗼𝗿 𝘁𝗵𝗲 𝘄𝗮𝘆 𝗶𝘁 𝘄𝗮𝘀 𝗽𝗿𝗲𝘀𝗲𝗻𝘁𝗲𝗱?
