One of the world's largest consumer goods group will collaborate with Alibaba to deliver targeted marketing
Alibaba Group and Unilever China are joining forces to actively reach Chinese consumers online. The partnership will give Unilever a strategic advantage by harnessing Alibaba’s wealth of data on consumer spending habits and online preferences.
Across its various platforms, which include the vastly popular Tmall and Taobao, the Chinese e-commerce giant reported more than 620m users at the end of 2014. Gross merchandise volume, the total sales volumes by dollar value for merchandise sold through the marketplace, also rose to a staggering $370bn.
The project will be executed through Alimama, Alibaba Group’s digital marketing arm, and will also extend into cross-border e-commerce, consumer protection and Big Data analysis.
The Anglo-Dutch concern will also deepen its collaboration with Alibaba’s Blue Star program, which allows consumers to verify the authenticity of products found outside of the digital world by scanning a unique QR code. Managing online-to-offline interaction is a key part of an effective FMCG marketing strategy.
Finally, the two will also work to improve Unilever’s supply chain management in the region and will promote international e-commerce.