Unilever brings more brands to China

Ding Yining
At this year's CIIE, around one-third of the 30 brands  showcased by Unilever are making their first appearance in the country.
Ding Yining

Unilever said it will expedite the introduction of overseas brands and prioritize e-commerce amidst a continued boom in online sales and growing consumer preferences for tailor-made products.

Unilever North Asia Vice President Zeng Xiwen said during an interview at the CIIE that the expo has dramatically increased the efficiency of bringing imported brands to China. "In the past, it took two to three years for a major brand to enter China but the process now has greatly shortened," he added. 

Nearly one-third of products that made their debut at last year's expo are now already available through online channels such as Tmall, as well as offline supermarkets. 

This year Unilever is showcasing in both the Lifestyle Pavilion and the Food and Agricultural Products Pavilion, with three booths of nearly 700 square meters. Around one-third of the 30 brands it's showcasing this year are making their first appearance in China.

"Consumers are asking for more individualized features for personal and home care products, and we're in a perfect position to link overseas brands from Unilever's global operations to China's booming market demand," he said. 

During last year's expo Unilever received US$18 million worth of preliminary orders and all have been fulfilled. 

Love Home and Planet, one of its home care brands, has become a top-seller on JD.com since it hit the market last year as consumers embrace home hygiene products with natural ingredients.

"We also need to fully leverage online channels to stay close to consumers and to get their feedback so we have a direct understanding of the latest trends. Some leading brands will also accelerate the launch of their sub-brands or new products," he added.

Online sales now account for 20 percent of Unilever China's overall transactions.

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