Star quality: Gong Li will endorse Osim's new products and appear in TV commercials as it launches a major marketing campaign in China next year

IF you want to make a big push for the Chinese consumer, who do you approach to help in your marketing drive?

Gong Li, of course, the doe-eyed Chinese actress with international appeal.

That's exactly what healthy lifestyle products provider Osim International has done: engaged Gong Li as its new 'face' for the Asia-Pacific market for the next two years.

Ron Sim, Osim's chairman and CEO, said: 'She is not just another beautiful lady, she has brains and is very elegant. She maintains a healthy image and is a perfect match for Osim health products.'

The mainboard-listed Osim, which was named one of the 200 best small companies in the world by Forbes Global magazine, held a party last nightto introduce Gong Li, 37, as Osim's new face.

Previous Osim 'faces' were Hong Kong celebrities Lydia Sum, Michael Wong and Carina Lau, who endorsed Osim when the company was targeting the Hong Kong, Singapore and Taiwan markets.

But with Osim gearing up for China - it hopes to double its outlets there by next year - it was only logical to engage a Chinese film star. 'This will be our quantum leap in China,' said Mr Sim.

Asked how much he had to pay Gong Li, who is married to Singapore tobacco executive Oei Hoe Seong, Mr Sim was coy. 'It is a few million Singapore dollars for an international star like her. It is all within our advertising budget,' was all he would say.

And Mr Sim is confident the money will be well-spent, when it translates into stronger sales. He pointed out this had been the case with the previous endorsements.

He also said Osim, which is planning a secondary listing in Hong Kong, has been advised by its investment banker ICEA Capital todo it next year because of poor market conditions.

As for her involvement with Osim, Gong Li said: 'Health is so important and many people are beginning to realise it. Work and relaxation go hand-in-hand - one without the other will lead to an imbalance in one's life. That's why Osim's philosophy of health as an attitude to life is something I can identify with.'

Well-known for her roles as strong, resilient women, Gong Li also endorses L'Oreal cosmetics and the Chopard brand of watches. Negotiations with Osim took about a year and Gong Li will endorse its new products and also appear in TV commercials.

Osim, which marks its 10th year in China in 2003, plans to hit 150 outlets by then, nearly double its existing 82 outlets in 17 cities. Like a lot of foreign businessmen, Mr Sim is upbeat about the market's potential. 'China has over 200 major cities - we believe there are currently 30 cities that are ready for Osim outlets,' he said. 'We want to do it step by step, and get the right space.'

Recalling how his business has benefited from China's economic development, he said Osim saw sales of $11.6 million in China last year, about 10 times more than what it earned in 1993, when it opened its first outlet in Beijing.

'All the above factors make it excellent timing for Osim to launch a major marketing campaign in China in 2003,' Mr Sim said.

>>商业时报 The Business Times<<