Cal Han, Vice President of Thorne Asia Pacific: How Thorne Leverages Pattern to Build a Global Growth Engine?

[Ebrun Original] On September 17, at the 'Accelerate26 Cross-Border Ecosystem Acceleration Conference · China Station' themed forum II, hosted by Pattern and with Ebrun as the strategic partner, Cal Han, Vice President of Thorne Asia Pacific, delivered a speech titled 'Expanding Across Diverse Markets: How Thorne Leverages Pattern to Build a Global Growth Engine.' The speech shared the collaboration journey between the two parties and Thorne's growth strategy in the Asia Pacific market. Thorne is a science-driven health and wellness company with a deep foundation among healthcare professionals globally. Cal Han highlighted how Thorne partners with Pattern to advance its business strategy in key Asia Pacific markets such as China, Japan, and South Korea. He also shared how Thorne continues to enhance brand awareness, professional credibility, and consumer trust by strengthening collaborations with healthcare professionals, leading institutions, and content creators. Over 40 years, Thorne has evolved from a nutritional supplement company serving healthcare professionals into a global health and wellness brand. While expanding its DTC (direct-to-consumer) business, the company continues to uphold science and quality as its foundation and values long-term, trust-based relationships with professionals. In his speech, Han further discussed how Pattern supports Thorne's business growth in the Asia Pacific region and how both parties collaboratively drive market strategy to create conditions for each other's success. Han emphasized that for brands like Thorne, the brand itself must still control core elements such as pricing, strategy formulation, and demand creation, while the right partner can help the brand capture market demand, drive market operations, and jointly share risks related to inventory, sales, and marketing. Key highlights from the speech include: Thorne's GMV in the Asia Pacific region grew by over 200%. This growth was driven by its business expansion across major e-commerce platforms in the region, including Coupang, Naver, Tmall, and JD.com. Strengthened premium brand positioning to drive sustainable growth. To further reinforce the brand's premium positioning and support long-term growth, Thorne partnered with Pattern to enhance price system management, improve data visibility, and establish a more unified regional e-commerce strategy. Optimized distribution and platform seller ecosystem. Following the collaboration, Thorne increased product prices and consolidated its network of over 15 distributors into a single strategic partnership; meanwhile, the number of platform sellers was reduced from 110 to fewer than 10. Enhanced brand building in the South Korean market. Building on operational optimizations, Thorne continued to advance brand building through partnerships with healthcare professionals, influential institutions, and over 130 content creators. Significant improvements in sales and core operational metrics across the Asia Pacific region. After engaging Pattern, Thorne saw notable improvements in sales performance and other key performance indicators in the Asia Pacific market. This reflects the value of the collaboration model: Thorne handles brand strategy and demand creation, while Pattern manages market execution, distribution, and demand fulfillment. 'Pattern is far more than just a distributor—they are an extension of the Thorne team,' Han stated. 'Pattern helps us translate strategic vision into concrete execution and capture demand in the market. Most importantly, Pattern is willing to share responsibilities and risks with us, creating conditions for our mutual long-term success.' About Thorne? Thorne is a science-based provider of health and wellness solutions, dedicated to integrating sports performance science with human science. As one of the most recommended clinical health brands among healthcare professionals, Thorne offers a comprehensive range of health products, including nutritional supplements and innovative technology tools, such as Thorne's AI health advisor Taia?, designed to help consumers manage their health and wellness needs with greater confidence. Founded in 1984, Thorne leverages clinical research and an in-house team of physicians, researchers, and scientists to develop products made with high-quality ingredients, ensuring each product meets stringent standards for purity, potency, and efficacy. Thorne operates with a vertically integrated model and manufactures its products at its own production facility in South Carolina, USA, setting production standards for the dietary supplement industry. Today, Thorne is trusted by tens of thousands of healthcare professionals, thousands of professional athletes, over 100 professional sports teams, and multiple U.S. national teams, while serving more than 7 million consumers, committed to advancing daily health and wellness through scientific rigor. This article was originally published on the official website of Ebrun.