AFT Pharmaceuticals

AFT Pharmaceuticals: Launching a Multi-SKU OTC & Supplements Brand in China

Summary

• First New Zealand OTC Flagship on Tmall Global — Direct access to millions of Chinese consumers.

• Top 4 Iron Supplement on Tmall — Breakthrough performance in a high-competition category.

• 5-Platform Activation — WeChat, Weibo, Little Red Book, and KOL-led campaigns raised brand visibility.

• 27 OTC Products Registered — Navigated regulatory complexity to unlock direct sales approvals.

• 38 SKUs Launched on Tmall Global — Strategic rollout across health supplement and OTC categories.

• $1M+ in Sales — Achieved seven-figure top-line growth within 12 months of launch.

1. Brand Introduction

AFT Pharmaceuticals (ASX: AFP, NZX: AFT) is New Zealand’s top listed pharmaceutical company with a portfolio of 100+ proprietary health supplement and OTC products. With operations across ANZ and Southeast Asia, and global licensing partnerships, AFT sought to extend its footprint into China via a compliant, scalable direct-to-consumer model.

2. Brand Activation & Awareness Building

Over a five-year market development program, we built AFT’s brand presence from the ground up, executing a full-scale consumer-facing activation across:

• WeChat, Weibo, Little Red Book, and other local channels

• KOL collaborations, targeting parent, wellness, and OTC audiences

• Owned content and DTC education, tailored for China’s unique consumer decision journey

3. Cross-Border Launch: Nutritional & OTC Portfolios

We supported the launch of KiwiHealth, a multi-brand Tmall Global flagship store featuring AFT’s nutritional and OTC SKUs.

• After a year of negotiation and regulatory navigation, 27 OTC products were approved

• We launched 38 products on Tmall Global, including best-sellers in pain relief, iron supplementation, and wellness

Our compliance-first approach ensured full cross-border eCommerce registration across all required channels and SKUs.

4. Platform Enablement & Channel Execution

We built and operated the official Tmall Global Flagship Store, laying the groundwork for scalable sales and campaign execution.

• Ongoing brand activation was coordinated across Little Red Book, WeChat, and Tmall tools

• The flagship store became the primary DTC channel for AFT’s regulated products in China

• Through smart merchandising, SKU staging, and performance marketing, we helped secure top 5 category ranking for their iron supplement

5. Performance & Commercial Results

In just 12 months, AFT achieved:

• Over $1M AUD in top-line sales

• Top 4 ranking in iron supplements on Tmall Global

• Successful activation of a highly regulated product category, without compromising compliance or brand integrity

Note: The case studies presented on this website highlight projects led by Jonathan Cox, Stratforms and the China execution team over the past 25 years. They include both current and former client work, and in some cases, projects undertaken in partnership with other entities or collaborative teams. These case studies are shared strictly for historical and illustrative reference, and do not imply ongoing client relationships, endorsements, or current affiliations unless explicitly stated.