Arnott's

Arnott’s Tim Tam: Structuring B2B Growth for an Iconic Australian Brand in China

Summary

• Supply Agreement Secured – Authorised to distribute Tim Tam in China via multiple major E-com channels.

• Multi-Platform Rollout – Established & sold Tim Tam to across JD.com Direct, VIP.com, and TDI (Tmall Direct International)

• Wholesale Model Designed & Implemented – Created a B2B distribution strategy to protect pricing and ensure consistent supply

1. Market Opportunity & Brand Context

Arnott’s Tim Tam, one of Australia’s most beloved FMCG exports, had growing consumer demand in China—but lacked a coordinated sales and distribution strategy. Arnott’s engaged us to define a scalable model for market entry that would protect brand equity while enabling rapid expansion through trusted channels.

2. Securing Official Supply & Strategic Alignment

We initiated and secured a supplier agreement with Arnott’s for the China market. This laid the legal and operational foundation for controlled distribution and prevented grey-market dilution.

This agreement enabled:

• Verified listings and content on key marketplaces

• Control over inventory movement and pricing integrity

• Long-term foundation for broader brand-building activity

3. Multi-Platform Channel Activation

To maximise brand reach and drive unit sales, we launched Tim Tam on China’s most trusted eCommerce platforms:

• JD.com – Direct listings with full merchandising support

• VIP.com – Targeted sales into premium retail user base

• TDI (Tmall Direct International) – Expanded cross-border visibility and logistics

Each channel was strategically selected based on its alignment with Tim Tam’s positioning and consumer base.

4. B2B Distribution Strategy & Supply Chain Design

We developed and presented to Arnott’s a wholesale-led distribution model tailored for the China market. Key elements included:

• Centralised supply to avoid fragmented sourcing

• Pricing control across platforms and sub-distributors

• Inventory planning aligned with local seasonality and promotions

The model enabled Arnott’s to maintain control while unlocking scale.

Outcome

Tim Tam’s entry into China was strategically de-risked and accelerated through the establishment of an official supplier model, a clearly defined long-term vision, and disciplined execution across wholesale and B2B channels. What began as an opportunistic eCommerce Daigou pathway was transformed into a structured, multi-channel route-to-market (RTM) strategy—underpinned by strong channel execution, supply chain visibility, and brand control.

Within the first three months of engagement, this approach delivered six containers of product into the China market leading into Chinese New Year, demonstrating immediate commercial traction and effective execution.

This model enabled robust risk assessment and management, reduced pricing arbitrage, and ensured alignment across distribution partners—positioning the brand for scalable, sustainable growth in China.

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.