Procter & Gamble focuses on Chinese app Douyin to boost sales

From Investing.com: 2024-11-22 20:15:54

Procter & Gamble is focusing on revamping its marketing and influencers on Chinese shopping app Douyin to boost sales, with Pantene leading growth in hair care. P&G’s beauty business accounted for 18% of its $84 billion net sales in the last fiscal year.

Influencers on Douyin are promoting Pantene, helping to grow online share. P&G aims to rebuild sales in China by expanding its presence on Douyin and other e-commerce platforms, offering discounts and engaging influencers.

Chinese consumers prefer shopping on Douyin through livestream videos, impacting P&G’s sales strategy. P&G is introducing upgrades to brands like Head & Shoulders and Rejoice in China, and expanding to platforms like Xiaohongshu to reach younger consumers.

P&G is overhauling its marketing in China to regain lost ground after facing challenges like the pandemic and consumer rejection of Japanese brands. Sales from China made up 7% of P&G’s net sales in the last fiscal year, down from 10% in the previous year.

Douyin is gaining market share from top e-commerce players like Alibaba and JD.Com. P&G is cautious about putting its fabric care brands like Tide on Douyin at this time.



Read more at Investing.com: Procter & Gamble doubles down on China’s TikTok to reverse sales slump By Reuters