CHAOWAI SOHO, China—Elite Nutrition Center (ENC) is a new sports nutrition outlet dedicated to bringing dietary supplements and related products to the Chinese market. Global Times talked with the owner, Chuck Zhang, who opened the 300-square-meter space in late 2009, stocking a range of sports supplements, health products, organic food and gym accessories, primarily focusing on U.S. products.
Zhang said the store’s target customers are interested in nutritional products, but don’t necessarily want to buy them at a fitness center. He explained to Global Times, “Consumers want to clearly know their functions, so the store can provide a professional service. The staff sells, but also advises consumers to choose their most suitable products. It’s their decision whether to buy it.” Part of the staff’s dedication, he said, comes from the fact that they’re trained by the product manufacturers and are themselves health enthusiasts.
Zhang added he sees up to 60 percent repeat business from satisfied customers, with strong sales of products such as protein, vitamins and essential fatty acids (EFAs).