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Acbc ( Nsw ) Member Spotlight: 5 Minutes With Airing Wang, Brand Manager, Pharmacare

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Airing Wang has more than 10 years’ experience in China marketing. Currently she is international brand manager of PharmaCare Laboratories, a leading Australian health and wellness company. Prior to joining PharmaCare, she worked in China for L’Oreal and Swatch Group as product innovation manager and marketing manager. 

1. Tell us about your business and how you've leveraged your Australia-China connections to build your success in China?
 
Pharmacare is one of Australia’s biggest Health and Wellbeing companies. Many of our brands have been in Australian homes for decades, including our vitamin ranges, sunscreen, headlice treatments, wart removal products and theraputic high strength Vitamin E oils. Pharmacare is 100% Australian and family-owned and while we have offices globally.
 
Partnerships are an increasingly important way to reach new markets in China, including your retailer partner, media partners and even your legal consultant. The previous China working experience and people network did help me to establish the connections in term of brand marketing and explore the business growth opportunities with right partnerships.
 
 
2. What does a typical day look like for you and what are you currently working on? 
 
Sitting in the office located in the northern beaches area, the first thing I usually do in the morning is to read the daily sales report which tells you how the sales vs targets. Meetings, con-calls with internal and external functions take most of my day. At the end of day, I usually spend 30 mins to summarize what have been achieved by today. Every night, I read a lot of news through social media to update myself about what is happening in China.
 
Time doesn’t wait. Opportunities comes with strong competitions in our industries.  I am working on many new projects currently, including product launches and promotions across China and Australia to fight for upcoming demands.
 

3. What would you say are the five key elements for starting and running a successful business in/with China? 

The old Chinese saying tells us 3 key elements of success, which is 
  • Opportunities of time vouchsafed by Heaven: The right timing 
  • Favorable geographical location: The right target and geographical market
  • Support from people: The right employee and partner
 
For an Australia company to start with/in China, I will also add 2 elements, as “understand the culture” and “be brave to change”. 
 
4. How do you go about marketing your business in Australia/China and what has contributed to this success? 
 
Firstly, for any business you must let the product/ service talk, that means it all comes down to creating the best and never compromise in quality. The high quality and restrict standard of Australian products are considered as the most appealing selling points to Chinese consumers. 
 
Secondly, I think the marketing ideas are very important. A lot of products are very similar in nature, so the creative marketing concept will build up the connections between your brand and target audience.
 
Last not the least, I call it “always-on” strategy. Consumers are very forgettable, so it means you need to frequently repeat your product/ service in the life occasions of your target audiences in impressive ways. It includes media investment, retail presence, CRM etc.
 
5. You have been very successful to date, but there have no doubt been challenges - what's been your biggest challenge that you have overcome in your business journey with China?
 
Talking about challenges in China, I believe the situation of every business is quite different. The biggest challenges at the beginning for us was about “be brave to change”. How to think and look at the business with “China brain” for China, and while keeping our very authentic Australia company culture.  
 
PharmaCare is lucky, because we are in the one of the most favourite Australian export product categories. Chinese people are more and more focus on their personal health, which exactly fits our company value of “Family, Health and Wellness”.
 
6. What's your motto/mantra? 
 
“Life is a one way ticket.”  The time will never go back, so I try my best, and never regret about the past.