In recent years, with the enhancement of national health awareness and the improvement of living standards, people's attention to wellness has been continuously increasing. Wellness methods have also evolved from the 'punk-style' of soaking goji berries in a thermos to the 'pocket-style' of portable, light meals. Nowadays, health supplement products are increasingly convenient to consume and have penetrated people's daily lives, influencing their habits. Undoubtedly, the future of the supplement industry holds extremely broad development prospects. With the successive introduction of policies such as the 'Healthy China Action (2019-2030),' the industry is poised for another round of explosive growth. To seize the industry's opportunities, supplement brands must accelerate the expansion of multi-channel strategies, explore new consumption scenarios, and efficiently and broadly reach target audiences to unlock more business possibilities. In fact, numerous brands across sub-sectors such as fish maw, bird's nest, sea cucumber essence, and honey have leveraged the diverse capabilities of Tencent's transaction ecosystem to build business models tailored to their needs. They have opened up full-funnel paths from reach and engagement to conversion and transaction, exploring multiple new business routes that address different marketing objectives. The collaboration models between these brands and Tencent Ads may serve as a reference for the industry.

Fish Maw Category Precision Models Boost Target Conversion Repurchase Combinations Maximize User Value As a leading brand in the fish maw industry, Guanzhan Instant Fish Maw is in a phase of rapid growth. To quickly expand the market, Guanzhan needs to further improve customer acquisition efficiency to achieve effective business growth. To this end, the brand chose to collaborate with Tencent Ads, leveraging Tencent's data capabilities to intelligently optimize conversion models, quickly match target audiences, and enhance early-stage campaign conversion. During the rapid scaling phase, Guanzhan adopted a tiered approach for multi-SKU campaigns to reach different audience segments, using lower-priced items to reduce acquisition costs and higher-priced items to boost overall ROI. Additionally, to improve overall account ROI, Guanzhan continued to advertise high-repurchase products during the stable growth phase, while launching subscription-based SKUs. This combination of high repurchase and subscription products maximized user value. Under refined targeting, Guanzhan achieved significant growth. According to Tencent Ads data, during the campaign period, Guanzhan's CTR remained between 2.5% and 3%, and ROI increased to around 1.

Bird's Nest Category Three Superior Actions Drive Traffic Leveraging Live Streaming to Ignite ROI As a benchmark brand in the bird's nest sub-sector, Yan Palace has accumulated numerous high-quality users through years of industry expertise, and its ROI has consistently been above industry levels. To expand its competitive advantage and further improve ROI, Yan Palace deepened its collaboration with Tencent Ads, selecting high-discount trial products for advertising to quickly boost CVR and accumulate conversion models. In terms of the conversion path, Yan Palace chose a direct-purchase short link that quickly loads the mini-program store after users click the ad, reducing user loss during the conversion journey and accelerating conversions. Furthermore, to encourage orders and repurchases, Yan Palace launched simple promotional offers during the campaign and distributed substantial coupons to stimulate faster decision-making, thereby driving business growth. As is well known, the bird's nest industry inherently has high repurchase rates. Therefore, beyond regular performance advertising, brands need to consider how to convert new customers and re-engage existing ones through multiple channels. Based on this consideration, Yan Palace created a live streaming matrix combining influencer-hosted sessions and WeChat Channels live streams to maximize coverage of the platform's target audience. During live streams, they used Moments ads to effectively reach and re-engage existing customers while covering more potential audiences, driving traffic to WeChat Channels live rooms and igniting ROI. Through the full linkage between Moments public traffic and WeChat Channels private traffic, Yan Palace successfully established a new growth frontier in the digital era.

Sea Cucumber Essence Category Quality Content with Excellent Funnel Easily Improve TA Conversion Currently, the sea cucumber essence track has relatively low user lead conversion efficiency. To improve lead collection efficiency, a certain sea cucumber essence brand conveyed key product information on the landing page and embedded information collection forms in the middle and bottom sections, making it convenient for users to discover and fill in information, thereby effectively promoting user conversion. According to Tencent Ads data, after using this form-filling funnel, the brand's CVR reached 0.4-0.6%, and its lead cost was below the industry average.

Honey Category Smooth Funnel Accelerates User Lead Collection Contract Ads Drive Brand Upgrade Currently, many regional honey brands are accelerating their transition to the F2C model. They hope to deepen exploration of emerging channels, establish communication bridges with users, and promote business growth. Tencent Ads is also continuously strengthening support for honey brands from origin regions, focusing on supporting agriculture and helping rural revitalization. Taking an F2C honey brand as an example, during its campaign using the form funnel, the brand showcased high-quality product attributes with multiple original materials from the origin, prompting users to click on the ad. The landing page embedded product benefit points, guiding the target audience to fill in information for consultation. According to Tencent Ads data, after using the form funnel, the ad's click-through rate reached as high as 3.18%, and the conversion cost was below the industry average. The honey industry has a long history, but product homogeneity is high, and honey brands in the market lack sufficient differentiation. To achieve differentiated breakthroughs, honey brands need to use tools like contract ads to strengthen top-down brand building, enhance user awareness of the brand, and capture the category's mindshare to build their own competitive barriers. Take Comvita, a New Zealand brand with a long history and core products based on Manuka honey, as an example. The brand used Moments contract ads to officially announce its brand ambassador, Janine Chang, targeting high-quality female audiences and sparking widespread attention within the social sphere. On the landing page, leveraging the ambassador's high-quality video materials, Comvita further deepened communication with target users, reshaped its brand image, accelerated brand upgrading, and conveyed its high-quality lifestyle philosophy and product positioning aimed at premium women, capturing the category's mindshare. Additionally, Comvita used a mini-program to carry landing page traffic, completing sales conversion and consumer asset accumulation, opening up new incremental space. According to data, through collaboration with Tencent Ads, the total click-through rate of Comvita's brand ambassador announcement ad approached 2%, and first-day likes and comments exceeded 10,000. During the golden period of robust development in the supplement industry, Tencent Ads hopes to continuously release high-quality resources, deepen product and service capabilities, and fully leverage the platform's 'connector' value. This helps supplement brands deepen their marketing exploration within Tencent's transaction ecosystem, discover new growth engines, and seize market opportunities. If you have any marketing needs, please scan the QR code to contact the Tencent Ads industry sales consultant. Or click 'Read Original' to learn about new solutions for breaking through in the health supplement industry. Are you 'watching' me?