Trilogy

Trilogy Skincare: From Daigou Cleanup Project to $200M Buyout

Summary

• From Daigou to Direct Sales – Transitioned Trilogy from 100% daigou sales to a fully structured, compliant China presence.

• $5.5M in Sales, Year 1 – Surpassed $4.2M projections, with 60%+ from Tmall Global & VIP.com.

• Omnichannel Expansion – Activated on Tmall Global, JD.com, VIP.com, and additional CBEC platforms.

• 65K+ Weibo Followers – Built brand equity through social media and KOL engagement.

• $200M Acquisition – Market momentum contributed to Trilogy’s acquisition by CITIC Group China.

1. Brand Objectives

Trilogy, a premium New Zealand skincare brand known for natural formulations and clean beauty credentials, was ready to shift away from its fragmented daigou-led sales into a formalised China market strategy. The goal: establish an official brand presence, unlock direct sales, and build sustainable consumer loyalty.

2. Market Entry & Omnichannel Strategy

We designed and executed a structured go-to-market strategy, launching Trilogy across China’s major CBEC platforms:

• Tmall Global, VIP.com, JD.com, and other high-conversion channels

• Implemented official supply chains to support both B2B and DTC sales

• Enabled consistent pricing, brand protection, and reliable inventory flow

This omnichannel footprint was essential in reorienting the brand from informal resellers to recognised premium status.

3. Brand Activation & Social Growth

Trilogy’s digital transformation was anchored by content-rich, culturally attuned brand storytelling. Highlights included:

• Rapid growth to 65,000+ Weibo followers

• Full integration into WeChat and Little Red Book (XHS) ecosystems

• KOL-driven awareness campaigns and user-generated content to drive authenticity and trust

We shifted the brand’s narrative from unknown international import to trusted authority in natural skincare.

4. Commercial Performance

Within the first year of launch, Trilogy achieved NZ$5.5 million in sales, outperforming projections. Key drivers:

• Strong DTC traction on Tmall Global and VIP.com (60%+ of sales)

• High-performance marketing campaigns mapped to key sales festivals and skincare interest spikes

• Seamless execution across sales, logistics, and platform optimisation

5. Strategic Exit & Brand Legacy

Our structured expansion plan not only drove immediate revenue—it strengthened Trilogy’s long-term valuation. The brand’s clarity in positioning, presence, and performance in China was a contributing factor in its $200 million acquisition by CITIC Group China.

Outcome

From daigou dependence to omnichannel dominance, Trilogy evolved into a category leader in China’s natural skincare segment. Backed by performance, social proof, and platform credibility, the brand now operates with confidence and control—on its own terms.

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.