BUSINESS OF BEAUTY: BEIERSDORF EXPANDS IN CHINA

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After a successful collaboration with JD.com and Alibaba, German manufacturer, Beiersdorf, is now entering a strategic partnership with NetEase Kaola, China’s leading online platform for cross-border trade. The boom in import goods in China has brought Kaola high double-digit growth rates since its founding just three years ago. The partnership gives Beiersdorf with its NIVEA brand access to this market, which grew by 80.6% in 2017 compared to the previous year.

In China “Made in Germany” brands stand for especially high quality and reliability. This is a trend that supports Beiersdorf’s growth in China and that the company can use for its other brands, too. “In addition to NIVEA we have other strong brands in our portfolio,” shares Ralph Gusko, Beiersdorf Board Member for Asia. “Our partnership is just beginning. We look forward to continuing to develop it together with Kaola in the future.”  Beiersdorf also produces beauty brands, Eucerin, LaPrairie, Labello, 8×4, Hansaplast, and Florena.

For Zhang Lei, CEO of NetEase Kaola, the cooperation with NIVEA means another important step in expanding trade relations with Europe.  “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.”

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2 Responses to “BUSINESS OF BEAUTY: BEIERSDORF EXPANDS IN CHINA”

  1. Cynthia Chambers says:

    Should see great products!

  2. Neganskatt says:

    Impatiently waiting…

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