Swisse’s Development in China

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Swisse’s history and development in China

2014Began ecommerce

sales in China

(JD.com, Tmall, VIP)

2015Joined H&H Group

2016Officially launched

in China

2019Opened first global

flagship store

in Shanghai

2018Named China’s No.1 import

brand for

nutrition & health food2018Gained first SAMR

‘blue hat’ filing approval

1959Established in

Melbourne

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China sales3 through CBEC and Normal Trade contributed

35.6% of Swisse’s total global sales in 2018

Australian Market Leader

Natural Health Brand

Chinese Market Leader

VHMS Brand Online2

VHMS

Market Share1

18.6% 29.9%

Multivitamin

Market Share1

6.5%

5.4%

2.5% 2.5%2.4%

Notes:

1. This data is based on LTM IRI scan data for the past twelve months as of 31 December 2018

2. Based on sales data from Earlydata for the past twelve months as of 31 December 2018

3. Swisse China sales for the twelve months as of 31 December 2018

Swisse maintained a market leading position in Australia and

China online in 2018

Swisse has achieved rapid growth since 2016 China launch

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Products initially sold through

cross-border e-commerce

(CBEC)

Growth Due To:

Developing deep insights into

the Chinese consumer & how

they shop, tailoring products

and marketing & creating new

consumer segments

Building strong relationships

with key sales & distribution

partners, media &

our consumers as KOLs

Maintaining a leading position

in the Australian market,

thereby

building consumer trust

CBEC ‘Hero’ products then

launched

into retail channel

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2018 Financial Highlight: China revenue growth 63% to ~AUD320 million

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Swisse currently ramping up both online and offline

• Strategic partnerships with all five of China’s largest

ecommerce platforms

• 2018 Singles Day – “Most popular imported consumer

goods brand” Tmall; sold 35x (vs 2017) on JD.com

E-commerce Normal trade (offline retail)

• Swisse has 17 products in 12,690+ stores,

partnering with premium retail chains

Mums & Baby Supermarkets

Cosmetics PharmaciesPersonal Care

Launched first flagship store globally in Shanghai in March

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Swisse has a unique ‘PPAE’ model to relate with consumers.

It shapes all we do in Australia, China & globally

Premium

We source

premium

ingredients with

provenance from

around the world

Proven

We use a science-

based approach

to developing new

and improved

products, and

validating our

claims

Aspirational

We connect with

sports stars, actors

and actresses, and

celebrities who

share our brand

values and help share

our messages of

health & happiness

Engaging

We engage with our

stakeholders,

consumers and

customers to create

unique experiences

linked through

shared values

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Swisse Lifestyle

Beauty nutrition

Swisse’s new product development has recently zoned in

on key consumer segments – particularly the under 28s

Pregnancy and Infants

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We invest in China’s regulatory approvals process, building trust and enabling

products with more complex formulations to reach more consumers

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Our brand promotion activities seek to engage, resonate and inspire

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Our marketing is digitally focused and our consumers are our best KOLs

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Our offline marketing is focused at high foot traffic areas for our target consumers

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We are activating our global ‘Quest’

campaigns throughout

Greater China

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We run an active media engagement program to align our brand with

premium, aspirational and engaging activities, and broaden awareness

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South Korea

Netherlands:

#3 beauty

supplements

US

Singapore: #2multivitamins

Hong Kong: #1 beauty

supplements

New Zealand

Australia: #1 VHMS brand

UK

Italy: #2 beauty

supplements

Our Swisse brand becomes stronger as our presence grows

internationally

Italy: #2 beauty

supplements

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(insert Chinese video here)