Unilever Has No Lever for Chinese Online Consumers

Unilever has no lever for Chinese online consumerUnilever is planning comprehensive promotion of its brands via Alibaba, a good tactic, but not enough to out-position the upmarket brands that evolving Chinese online consumers prefer.

Excerpt: “Unilever first opened a virtual store on Alibaba’s online shopping site in 2011 and added a Tmall Global flagship store in 2014. The agreement also appears to be a response to retailers reducing their stocks of the FMCG giant’s products in response to a slowing economy in 2014.”

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