How the Ceuta International Conference Fuelled Naväge’s Expansion into China

As we look forward to Ceuta Group’s annual International Conference in October 2024, it’s time to explore how pivotal the event can be for companies looking to expand their global footprint. You may have heard about the exciting new business opportunities and unique connections the conference presents for brand owners and distributors, but what do these opportunities look like? And how significant can they be in a brand’s journey to globalisation?

To answer these questions, you need only look at the rapid launch and expansion of Rhino Systems Inc. (RSI)’s cutting-edge nasal care brand, Naväge, in China. This was achieved just a few months after the Ceuta International Conference 2023 via our Ceuta International Alliance Partner, QIVA Global.

Now surpassing all sales targets in China with a strong, captive customer base, Naväge stands as a prime example of how this conference and the right partners can catalyse a brand’s international expansion. Read on to discover the brand’s incredible – and ongoing – success story.

The mission: RSI’s grand plans for Naväge’s international expansion

Already disrupting the nasal irrigation category in major retailers across the USA and Canada, RSI approached Ceuta Group, an IQVIA business, in 2023 with a clear vision to expand Naväge internationally. Their top-rated $100 million+ nasal irrigation solution had a prominent presence in the USA and Canada, growing at 5 times the rate of its category competitors, and with 82 global patents in place, it was well positioned for further globalisation.

Having heard about Ceuta Group’s international business development services through their private equity investor, Juggernaut Capital Partners, RSI contacted Ceuta Group to explore which markets to target first.

Identifying Opportunities

Every successful global brand expansion strategy is rooted in robust research. Following initial conversations with RSI, Ceuta Group’s international business development team conducted a comprehensive research project, combining quantitative market research with practical, localised insights and experience provided through the Ceuta International Alliance. The intelligence revealed a clear opportunity for the brand in four key markets: China, Japan, Germany, and the UK.

Activating the Opportunity through our Ceuta International Alliance Partner in China

While Japan, Germany, and the UK all hold future promise for Naväge, China was top of the list for a variety of reasons.

• Nasal care market set to hit a record high:
• • • As one of the most air-polluted regions in the world, the Asia-Pacific nasal spray market is growing at an incredible pace, set to record a CAGR of 10.18% during the forecast period, 2021-2028¹.
    • Allergic rhinitis (AR) is a common clinical chronic nasal disease that affects 10-20% of the world’s population² and has become a global health problem. The self-reported prevalence of AR in Chinese adults has increased from 11.1% in 2005 to 17.6% (2022)³. There are now c.300 million rhinitis patients in China, but the consultation rate is low.
    • Tmall Health has been targeting nasal wash products for market education since 2022 and can maintain an average annual sales growth of more than 50%.⁴

• Appetite for innovative, international Health & Wellness brands: Chinese consumers are extremely cautious about what they put into or onto their bodies and diligently research products before purchasing. They value the provenance of a brand like Naväge that is scientifically designed and developed in an international country with a positive reputation for Health & Wellness standards.
• Huge consumer requirement for effective consumer healthcare solutions: Healthcare is often required at the consumer level in China, where individuals seek innovative solutions to their day-to-day healthcare needs. Within this, Medical Devices is a particularly fast-growing category within China’s ecommerce sphere given the high levels of creativity these products can bring to prevalent healthcare challenges.
• Efficient route to market via Cross-Border Ecommerce: China is one of the few global markets accessible through Cross-Border Ecommerce, via Tmall Global, offering unparalleled efficiencies for brands seeking to expand internationally. This would enable RSI to launch Naväge online in China almost instantly, bypassing additional regulatory requirements beyond those already met in the USA. Cross-Border Ecommerce would also allow RSI to sell the Naväge products in their original USA packaging, eliminating the need to develop new packs in Chinese language.

Ceuta Group therefore wasted no time in contacting our Ceuta International Alliance Partner and APAC-focused market execution provider for Health & Wellness brands, QIVA Global. From October 2023 to January 2024, QIVA utilised their unmatched local expertise to build a go-to-market plan that would lay the groundwork for a successful launch, then began execution work from late January.

The Ceuta International Conference: A Catalyst for Success

Just a month after Ceuta Group engaged with QIVA on the Naväge expansion project, the annual Ceuta International Conference acted as a turning point. Not only did the conference provide a unique opportunity for RSI and QIVA representatives to meet in person, but it also gave RSI the platform to present Naväge to influential stakeholders, including experts from Alibaba, owners of Tmall Global.

Dubbed “the place consumers go to find brands”, the Cross-Border Ecommerce platform Tmall Global provides a unique solution for international brands striving to connect with the Chinese consumer without the additional complexities and tax expense of a B2B import. Due to the sparse and unequal distribution of healthcare products in China, health is currently the largest category on Tmall Global. For Health & Wellness brands like Naväge, it’s the prime channel to access an engaged consumer base who actively seek healthcare products they can’t find in their home country.

As such, QIVA’s and Alibaba’s joint session at the Ceuta International Conference on the expansive Chinese ecommerce market and the popular, premium online shopping experience Tmall Global provides emboldened RSI to make Tmall Global Naväge’s first port of call. Over the three-day conference, representatives from RSI, Alibaba, QIVA, and Ceuta Group used the key networking sessions to discuss in person the next steps for Naväge and consolidated plans for the brand to make its China debut on Tmall Global.

The Path Forward: From Ecommerce to Bricks and Mortar

Galvanised by the positive consumer reception of Naväge in China’s ecommerce space, RSI is working with QIVA to expand the brand into bricks and mortar and achieve even greater market penetration.

A year on since the partnership started, Ceuta Group continues to manage global sales and distribution of Naväge, ensuring its sustained growth and development in China, whilst advancing the brand’s wider global expansion. Watch this space – in the coming months, Naväge will make its debut in Japan, Germany, the UK, and potentially other major international markets.

Give your brand wings to fly at the Ceuta International Conference 2024 in Frankfurt

The Ceuta International Conference has not only facilitated RSI’s entry into the Chinese market but has also established a blueprint for successful international expansion. Through strategic partnerships and effective planning and execution, RSI’s journey exemplifies how businesses can leverage Ceuta Group and the Ceuta International Conference as a platform to accelerate their global success.

Who knows what kind of brand and business growth can come from this year’s International Conference in Frankfurt? Taking place from 29th-31st October 2024, attendees will benefit from three days of Health & Wellness thought leadership, invaluable connection building, and new business opportunities. Head to the Ceuta International Conference Frankfurt 2024 page to find out more and book your ticket.

¹Future Market Insights, n.d. Nasal spray market. Available at: https://www.futuremarketinsights.com/reports/nasal-spray-market [Accessed 3 July 2024]

²Brozek JL, Bousquet J, Baena‐Cagnani CE, et al. Allergic Rhinitis and its Impact on Asthma (ARIA) guidelines: 2010 revision

³Chinese Guidelines for the Diagnosis and Treatment of Allergic Rhinitis (2022, Revised)

⁴Tmall health 2022 nasal health report