Holland & Barrett launched on Tmall; Relocation of Australian agency staff to India
In today’s ExchangeWire news summary: Holland & Barrett has created a flagship online store on Tmall; and major Australian media agencies are losing staff to their independent competitors.
Holland & Barrett launched on Alibaba’s Tmall
Holland & Barrett will open a store on Tmall, the Chinese e-commerce platform owned by the Alibaba Group, as they seek to expand their footprint globally. The health and wellness brand has already launched more than 40 of its most popular products, including fish oils and collagen, on the site.
The company is already present in Asia, having established relationships with partners in South Korea, Singapore and Hong Kong. As such, Holland & Barrett are familiar with and participated in regional events including Chinese New Year and Singles Day. The company also launched three new social channels on the national platforms Weibo, WeChat and RED to further promote the launch.
“A key part of our launch plan was to increase our partnerships with influencers and key opinion leaders, which are extremely important in this market.” revealed Katie Holloway, Director of International Marketing for Holland & Barrett. “We work with popular Chinese influencers on everything from posts to live broadcast events to bring to life how Holland & Barrett can help navigate the world of wellness. This approach helps us build trust and brand awareness among our Chinese customers ”.
Large Australian agencies are losing their talents to freelancers
Staff at media agencies in Australia are increasingly looking to leave big players and move to independent companies, according to an AdNews report. While the change in talent can be in part attributed to the pandemic, which has seen multinationals lay off large numbers of workers while freelancers have increased their workforce, those who have kept their jobs at the pillars of the industry are seeking more and more people to shift into high gear. Venus.
Reasons cited for this migration include a desire to abandon incumbent bureaucracy, find greater job security, and escape the higher workloads incurred by pandemic-induced cuts. Corporate culture and job satisfaction have also influenced the decision of some individuals to relocate, with freelancers “perceived as a better / safer place” who “value their employees more” according to Fulcrum’s talent manager, Jasmine Wiklander .
According to the Media Federation of Australia, agencies cut about 180 jobs (5.1% of the total workforce) in 2020. With the recovery now on the cards, brands are starting to spend again, and some agencies are finding themselves short of the manpower needed to really take advantage of this growth.