Slides
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Rapid Nutrition China – H1, 2025 Performance & Investor Outlook 2025 Source: 1 July 2025 | Management Internal Report
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2 EXECUTIVE SUMMARY May represented a critical step forward in Rapid Nutrition’s China market activation via Douyin. Results validate creator-led commerce, early content-market fit, and a strong foundation for scaling both ad spend and KOL engagement. The company has transitioned from test phase to strategic execution, demonstrating rising performance and operational learnings.
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PERFORMANCE ANALYSIS 3 1. Revenue Attribution • Approximately 80% of store salesoriginated from KOL activity • ~60% from livestreams • ~25% from short-form videos • ~15% from product cards • The top-performing KOLaccounted for roughly 40% of KOL-driven revenue, leveraging strategic product pairing with a complementary weight-loss coffee brand 2. Paid Media Efficiency • Douyin ad spend returned 3.23x ROI • Live-stream-based ads outperformed short-form content in both engagementand conversion rates Shareholder Insight:Strong early ROAS confirms SystemLS is well-suited to Douyin’s conversion mechanics. Channel is scalable with incremental budget and strategic creator alignment.
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STRATEGIC INITIATIVES 4 KOL Optimization • 34 KOLs engaged, with 65% delivering conversions(up month-over-month) • Strategic approach includes: • Expanding partnerships with high-AOV wellness product creators • Introducing sachet-format offers to widen accessibility • New influencer testing underway for Greens Superfood Viewpoint: Creator-led sales model is maturing. Tactics now focus on improving quality of collaborations and optimizing product-KOL alignment.
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Brand & Content Development 5 • Visual identity across Douyin content now fully unified using fixed templates, brand colour schemes, and consistent title layout • Community hashtag (#SystemLS) campaign reached 50,000+ views, demonstrating early organic traction • June content calendar emphasizes: • Portability and convenience • Nutritional value (11 probiotic strains) • Digestive health and satiety • Weight-management positioning Outlook: The visual and messaging reset is foundational for long-term brand recall and community engagement. Early signals indicate improving resonance with the wellness consumer segment.
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CONSUMER INSIGHTS 6 • Top buyer regions:Jiangsu, Guangdong, Shandong • Short-video sales were composed of ~85% new customersand ~15% repeat buyers • Full gender/age breakdown expected once order volumes expand Strategic Insight: Strong demand from China’s Tier 1 and 2 provinces offers a data-led path for geographic scaling and campaign clustering.
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7 OPPORTUNITY OUTLOOK Short-Term Levers: Scale collaboration with top KOLs showing consistent lift (e.g., ShiShi) Replicate successful cross-brand pairings (e.g., weight-loss coffee) Increase ad spend on high-performing formats (livestream-driven) Introduce localized messaging around core benefits: gut health, portability, probiotic support Mid-Term Strategy: Expand product education via video content and creator testimonials Launch Douyin-native product bundles (e.g., daily wellness kits) Implement hybrid paid + KOL campaign structures to unlock efficiencies Build niche authority in wellness and digestive health categories
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MANAGEMENT INTERNAL REPORT 8 SystemLS is proving its ability to thrive in China's fast-paced live commerce environment with high conversion rates, low-cost digital media efficiency, and a flexible product format that suits Chinese consumer trends. Early indicators suggest clear product-market fit, with strategic expansion now centered on scaling traffic and deepening creator partnerships.
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CONCLUSION 9 Management Internal Report: Strong Early Traction | Scalable Model in Place SystemLS is entering a phase of high-growth optionality with Douyin as a proven commerce engine. The company’s creator-first approach, strong ad ROI, and unified brand storytelling offer a compelling path forward. Continued momentum in June and beyond is expected to further validate the China strategy and deliver long-term value for shareholders.
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MARKET ANALYSIS
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Trend Insight--China's fitness market size is on a sustained growth trend • Fitness groups in China continue to expand • The estimated average growth rate of fitness industry market size is 13.5% over 2021 to 2026 • The fitness population is expected to reach 416 million in 2026 1.6 1.83 2.07 2.32 2.57 2.83 3.03 3.24 3.45 3.67 3.9 4.16 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 2015 2016 2017 2018 2019 2020 2021 2022 2023E 2024E 2025E 2026E 484 563 656 764 889 980 1,078 1,208 1,358 1,534 1,775 2,026 0 500 1,000 1,500 2,000 2,500 2015 2016 2017 2018 2019 2020 2021 2022 2023E 2024E 2025E 2026E 2015-2026 China’s Fitness Industry Market Size and Trend Forecast (Billion USD) Data source: Keep prospectus, CNA Securities Research Institute 2015-2026 China's sports and fitness population (Unit: billion people)
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Data source: Eruomonitor . China 21% United States 27% Latin America 4% Japan 7% Australia 1% Canada 2% Eastern Europe 4% Western Europe 12% Others (Africa & Middle East) 3% Other Asian countries 19% Global Health Supplement Market share (2021) • China is the world's second largest market for health supplements • On Tmall, protein is the fourth largest segment of health supplements • Nearly 70% of the market is occupied by whey protein T re nd i n si g ht- T he i m p or ta nc e of w he y pr ot e i n i n Ch i na ’ s m a rk e t 3.9%, 21.7M 3.9%, 21.7M 3.9%, 21.8M 4.1%, 22.6M 4.3%, 23.8M 4.9%, 26.9M 7.3%, 40.3M 7.6%, 42.3M 7.9%, 43.4M 11.6%, 64.1M 0.0M 20.0M 40.0M 60.0M 80.0M Vitamins/Multivitamins Artichokes Calcium, Iron, Zinc/Calcium &… Multivitamin/Mineral Oral Beauty Supplements Collagen Protein Probiotics Other Dietary Supplements Fish Oil/Deep Sea Fish Oil Plant-based and complex Protein , 31%Whey Protein, … Tmall Health Supplements Top 10 Segments Market Size & Share (USD) Tmall Protein Market Composition Data source: Tmall Business Intelligence, revenue data based on October 2023. *Plant-based and complex Protein ：Soy protein isolated/complex protein, Soy protein isolated
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Trend insight-Overseas whey protein brand facing challenges driven by domestic competitors 125.0M 143.6M 110.7M 351.3M 326.9M 410.0M 15% -23% -7% 25% -30% -20% -10% 0% 10% 20% 30% 0.0M 50.0M 100.0M 150.0M 200.0M 250.0M 300.0M 350.0M 400.0M 450.0M MAT2021 MAT2022 MAT2023 Overseas Market Size Domestic Market Size Overseas(YOY) Domestic(YOY) 476.3M 470.5M 520.7M -1% 11% -2% 0% 2% 4% 6% 8% 10% 12% 440.0M 450.0M 460.0M 470.0M 480.0M 490.0M 500.0M 510.0M 520.0M 530.0M MAT2021 MAT2022 MAT2023 Total Market Size YOY *Data source: Tmall Business Intelligence. *MAT2023(Nov 2022~Oct 2023), MAT2022(Nov 2021~Oct 2022), MAT2021(Nov 2020~Oct 2021) MAT2021-2023 Tmall Protein Market Size & Growth(Million USD) MAT2021-2023 Tmall Overseas stores and Domestic storesProtein Market Size & Growth (Million USD) Tmall protein Market reached 520.7 Million USD (yoy+11%) in MAT2023, driven by the domestic protein market
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14 SOCIAL MEDIA
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DOUYIN LIVE-STREAMING 15
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16 SOCIAL MEDIA PLATFORM - ACCOUNT UPDATE Visual Cover Optimization : Adopted a unified cover template with fixed layout for titles and brand elements . Applied brand color scheme to enhance recognition and professional feel . Improved visual consistency strengthens brand identity and content recall, laying the foundation for future output . Before Now
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17 SOCIAL MEDIA PLATFORM
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18 To further enhance brand image and content professionalism, SystemLS optimized and upgraded its Douyin content covers in May. The visual style has been unified to strengthen overall brand tone and recognition. Moving forward, all content will continue to adopt the updated cover format, gradually building a more distinct and recognizable visual identity for the brand. Continuously improving visual presentationby maintaining a consistent cover style to reinforce brand perception. Highlighting product philosophy and usage scenarios through relatable, lifestyle-oriented content to deepen user understanding of SystemLS's value. Steadily enhancing user engagement by guiding comments and setting relevant topics to increase content depth and audience connection. Upcoming operational focus includes: NEXT STEPS – H2
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+44 (0) 203 239 2561 ir@rnplc.com www.rnplc.com @rapid_nutriiton /company/rapid-nutrition-plc CONTACT US