www射-国产免费一级-欧美福利-亚洲成人福利-成人一区在线观看-亚州成人

US EUROPE AFRICA ASIA 中文
Business / Industries

Nestle banks on Alibaba to boost disappointing business in China

By Wang Zhuoqiong (China Daily) Updated: 2016-06-07 08:02

Nestle banks on Alibaba to boost disappointing business in China

Nestle SA and Alibaba Group hold a ceremony on Sunday in Beijing to celebrate the establishment of their partnership. [Photo/Xinhua]

Food giant hopes move will help revitalize performance in China

Nestle SA and Alibaba Group Holding Ltd have launched a digital commerce and marketing campaign, a move the Swiss food giant hopes will boost its disappointing business in China through innovation in products and digital distribution channels.

The six-month joint campaign will leverage Alibaba's online and mobile marketplaces, media platform and rural services.

According to Nestle, it will feature 154 products from 30 brands, 67 of which will be introduced to Chinese consumers for the first time.

Nestle's growth had been slowing in the past few years in China, as the company said it has not reacted quickly enough to trends like e-commerce and healthier eating.

Nestle said its Chinese Yinlu congee brand still faces challenges as consumers shift to more premium products.

"Consumers in China are very discerning and adapting to technology faster than almost anywhere else in the world," said Wan Ling Martello, executive vice-president responsible for Nestle's Asia, Oceania and sub-Saharan Africa regions who is also on Alibaba's board.

Martello said at an investment meeting in May that despite the slowdown in Chinese economy and the country's fast-moving consumer goods sector, the country remains a great consumer story thanks to its emerging middle class and their growing disposable income.

But she said its driving force is innovation and technology through building new competency-dealing with new challenges in digital distribution-instead of traditional bricks-and-mortar stores. Nestle's research has found that more than 75 percent of consumers use the internet to browse or buy. It has also found that 80 percent of shoppers give reviews online, with more than 50 percent of purchase decisions being made online.

The company set up a standalone e-commerce unit in China a few years ago that is independent of its traditional business. The company's e-commerce business in China is expanding at triple-digit rates, and is on average more profitable than its bricks-and-mortar retail operations, according to Bloomberg.

According to Kantar Worldpanel, despite the overall fast-moving consumer goods market slowdown at 3.5 percent in 2015, the e-commerce sector remained a bright spot and grew by 36.5 percent.

China remains the world's biggest e-commerce market, and online penetration still reported double-digit growth, according to researches. While e-commerce has already become an established shopping channel in big cities in China, it still has vast potential to grow in smaller cities and rural areas, experts said.

Most multinational brands such as Nestle has been relying on previous growth through expanding their penetration in hypermarkets and supermarkets in the past decade. But Jason Yu, general manager of Kantar Worldpanel China, said they are relatively weaker in penetration in smaller cities because of the vast geographic complexity of China.

Leveraging powerful e-commerce platforms like Alibaba's Tmall will help the brands overcome barriers to building distribution, making their products immediately accessible to consumers in smaller cities, said Yu.

 

Hot Topics

Editor's Picks
...
主站蜘蛛池模板: 亚洲精品第一区二区三区 | 亚洲成人7777 | 亚洲欧洲小视频 | 久久久久久久综合色一本 | 日本aaa成人毛片 | 精品久久网站 | 免费成年人在线观看视频 | 黄色毛片免费 | 国产二区自拍 | 美女国产在线观看免费观看 | 久久亚洲成a人片 | 狼人久久尹人香蕉尹人 | 美女毛片在线观看 | 免费人成在线观看播放国产 | 真人一级毛片全部免 | 日韩美一区二区三区 | 久久精品国产精品亚洲艾 | 日韩一区二区在线播放 | 久久er热视频在这里精品 | 国产99久久精品 | a级高清观看视频在线看 | 国产大片中文字幕在线观看 | 一级特级aaaa毛片免费观看 | 永久黄网站色视频免费网站 | 亚洲在线视频观看 | 99久久精品国产一区二区三区 | 三级国产精品一区二区 | 欧美国产精品 | 国产成人啪精品视频免费网 | 久青草青综合在线视频 | 久久国产精品久久精 | 国产特级全黄一级毛片不卡 | 久久国产精品一国产精品 | 国产欧美日韩精品第二区 | 亚洲国产日韩在线 | 日韩国产精品欧美一区二区 | 国产午夜三区视频在线 | 欧美视频在线观看一区二区 | 日本亚洲综合 | 国产成人免费影片在线观看 | 日本亲子乱子伦视频 |