e-Commerce winner

Life-Space Group

Clayton (Kulin), Victoria.

e-Commerce winner - Life-Space Group.

Life-Space Group’s great gut feel for export success 

21 November 2024

Life-Space Group boasts more than 20 years of expertise in making and supplying therapeutic products.

The company creates complementary medicines based on rigorous scientific research, with products proudly manufactured in Victoria. Its Life-Space brand is the number one probiotic brand in Australia. It’s also a leading brand on major e-commerce platforms across the globe. Fittingly, it is the winner of the 2024 Australian Export Awards e-Commerce award category. 

‘We hope Life-Space Group will be remembered for improving the health and wellbeing of millions globally,’ says Alan Yi, Life-Space Group’s General Manager, Global Business.

Leveraging digital platforms for export success

Life-Space Group also sells globally via its own well-visited e-commerce website. This ensures its high-quality, specialist formulations are accessible to people far and wide.

‘E-commerce is a powerful tool for reaching new international audiences,’ says Yi. ‘In today’s increasingly interconnected global economy, it’s important to leverage digital platforms.’

Adapting to a post-COVID e-commerce market in China

The COVID-19 pandemic made it difficult for Life-Space Group to support marketing efforts in China.

In 2023, the company adapted its e-commerce strategy to emphasise the Australian origins of its probiotics. The aim of this new content was to enhance brand awareness and trust in Australian-made quality products.

Innovative e-commerce campaign leverages Chinese market

Life-Space Group invited leading Chinese Douyin (TikTok) influencer Liu YuanYuan to its facility in Victoria. Together, they conducted the first-ever probiotic-focused livestreaming e-commerce campaign on Douyin. ‘The campaign was a tremendous success,’ says Yi. ‘In the first 30 minutes, we achieved sales worth 2 million yuan (A$420,000). By the end of the live streaming session, total revenue had reached 30 million yuan (A$6.2 million), with more than 3.05 million views.

Success in Singapore

Life-Space Group’s probiotics line has experienced phenomenal growth in Singapore over the past 3 years, achieving a 140% year-on-year increase.

‘In Singapore, we have established a strong partnership with Guardian Pharmacy, which promotes our products through their extensive network,’ says Yi. ‘Our products are also performing well on major Singaporean e-commerce platforms.’ 

The group recently opened branch offices in Kuala Lumpur, Malaysia and Ho Chi Minh City, Vietnam to further boost export growth in Southeast Asian markets.

Leading the charge in microbiome education

Life-Space Group leads microbiome education in the Southeast Asian market through the Life-Space Microbiome Institute. The institute provides dedicated training sessions for Life-Space partners in Singapore and the wider region.

‘We are excited to continue empowering individuals with the knowledge and tools for a healthier lifestyle,’ says Yi.

New products harness the power of the human microbiome

Over the past year, Life-Space Group has reinforced its competitive position by launching scientifically driven products addressing specific microbiome health needs. ‘As pioneers in microbiome and probiotics, our team provides innovative, holistic health products that harness the power of the human microbiome,’ says Yi. ‘We aim to leave a lasting legacy as pioneers in microbiome health and supplementation.’

Local collaboration tackles climate change

Life-Space Group recently partnered with the Great Barrier Reef Foundation, committing to fund a 3-year probiotics research project aimed at tackling climate change. ‘Much like humans, corals rely on a host of good bacteria to maintain their health and resilience,’ says Yi. ‘However, environmental stressors often disrupt this symbiotic relationship.’

Probiotic supplements may help corals stay healthy and resilient by enhancing their microbial diversity. ‘By funding this groundbreaking research, we aim to contribute significantly to global efforts in combating climate change and preserving vital reef microbiome ecosystems,’ says Yi.

Looking to Indonesia as a growth market

Life-Space Group sees potential growth in emerging markets where health awareness is rapidly rising. ‘Our next target market is Indonesia,’ says Yi. ‘Indonesia has a huge population and potential demand for health supplements, especially among children and women.’

Indonesian consumers also have a natural affinity for Australian-made products. ‘Respect for cultural differences and the ability to localise while maintaining brand consistency have been key lessons for us,’ says Yi.

Heavy investment supports expanding exports

The next few years for Life-Space Group will involve major investments in new facilities and site expansion to support growing exports. ‘In 2025, we will complete a new on-site testing lab and invest in machinery to double our export capacity,’ says Yi. ‘We are also preparing to manufacture and sell our products in the US.’

By implementing these strategies, Life-Space Group aims to achieve sustainable export success. This will ensure it remains a leader in the growing global probiotic market.

Visit Life-Space Group website.

e-Commerce finalists

• Avocado Zinc
• Humanitix - Judges commendation
• Lock Jaw Ladder Grip
• mHITs
• Scoot Boot
• SKDA Moto Creative