Beiersdorf has partnered with Chinese online platform NetEase Kaola in a bid to expand its online presence in the Chinese market.
While financial details of the deal were not disclosed, the collaboration gives the company’s Nivea brand access to more than 900 million online users and will help the German personal care giant capitalize on the growing demand for imported products from Chinese consumers.
Ralph Gusko, Beiersdorf management board member for Asia & Brands, said in a statement, “Through the cooperation with NetEase Kaola we can further expand our online presence in the important Chinese market and move closer to local consumers.”
The new alliance is set to strengthen Beiersdorf’s e-commerce revenue within the country, which has been a significant growth driver for the company having previously partnered with Alibaba.com and JD.com.
NetEase Kaola CEO Zhang Lei met with Gusko to seal the alliance in Hamburg City Hall, saying of the partnership, “For Western countries, entering the complex Chinese market is often associated with hurdles. We are pleased and very proud to be able to build bridges for a globally successful and popular brand like Nivea.”