Unilever sets sights on Chinese consumers as it deepens ties with Alibaba
Unilever has inked a deal with e-commerce giant Alibaba that will see it launch a targetted offensive to reach more consumers in China.
The owner of Dove and Ben & Jerry’s will harness Alibaba data to focus on rural Chinese consumers as well as cross-border e-commerce, consumer protection to optimise its digital ad strategy through Alimama, Alibaba’s online marketing business.
The partnership will kick off this week with ‘Unilever Week’ (22-24 July) on Chinese e-tailer Tmall, owned by Alibaba, and comes five years after Unilever China opened its first flagship store on the website.
Marijn Van Tiggelen, Unilever North Asia president Read full story ›
Source: The Drum
