Prospan

Prospan: Structured Growth for the World’s Leading Ivy Leaf Cough Remedy in China

Summary

• World’s #1 Ivy Leaf Cough Medicine – Positioned Prospan as a trusted, clinically backed leader in China’s pediatric health segment.

• $14M in Sales Over 4 Years – Grew annual revenue from AUD $1.7M to $8M, driving sustainable, scalable performance.

• B2B Sales Engine Built from Scratch – Activated cross-border sales through JD Direct, Tmall Direct, and WeChat sub-distributors.

• Regulatory Navigation & Distribution Control – Transitioned from daigou to four exclusive distributors across ANZ and China.

• Exclusive China Partner – Delivered consistent, multi-channel execution and long-term brand growth over a four-year partnership.

Business Objectives

Prospan, the world’s #1 selling ivy leaf extract for chesty coughs, had gained traction in China via daigou channels but lacked structure, visibility, and control. The brand aimed to:

• Build a compliant, scalable China operation with formalised distributor networks

• Develop its B2C presence on key CBEC platforms like JD.com and Tmall Global

• Establish brand credibility with Chinese parents through education and activation

• Navigate increasingly complex cross-border regulatory shifts

Our Approach

We led a full-spectrum strategy to shift Prospan’s presence from fragmented daigou sales to a fully structured, omnichannel distribution model:

• Regulatory Enablement: Supported CBEC onboarding across JD Global, Tmall Global, and Little Red Book

• Flagship Launches: Built and operated a JD.com flagship store under the Flordis umbrella to cross-promote the wider portfolio

• Digital Activation: Managed brand presence on WeChat, Weibo, Little Red Book, and Baidu to engage caregivers and build trust

• Distributor Consolidation: Replaced an uncontrolled network of grey market sellers with four vetted, contracted distributors spanning Australia, New Zealand, and China

Results & Impact

• Transitioned from zero structure to an official, sustainable market presence

• Launched full eCommerce suite: JD Direct, Tmall Direct, and Little Red Book

• Established direct-to-consumer credibility through digital storytelling and educational content

• Partnered with four exclusive distributors, enabling pricing control and demand forecasting

• Delivered over $14M in sales, with year-on-year revenue growing from AUD $1.7M to $8M

Outcome

Over four years, Prospan evolved from a daigou-reliant health product into one of the most trusted OTC children’s cough remedies in China. With full commercial infrastructure in place, brand equity and long-term growth are now locked in.