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data-url-path="/companies-markets/procter-gamble-doubles-down-chinas-tiktok-reverse-sales-slump"><div><div><div data-component="component-container" class="container px-3 md:pt-4"><div data-component="component-container" class="container px-0 mx-auto md:px-3 w-full md:w-10/12 lg:w-8/12 mb-4"><h1 data-testid="article-title" class="mb-2 font-lct text-4xl font-bold !leading-[1.3] tracking-[-0.045rem] text-gray-850 md:px-6 md:text-10xl">Procter & Gamble doubles down on China’s TikTok to reverse sales slump</h1><div class="mb-6 md:px-6 min-h-[50px] text-gray-850 mt-4 space-y-4 md:flex md:flex-wrap md:space-y-0" data-testid="article-authors-list-component"><div class="flex items-center"><img class="flex-shrink-0 rounded-full" src="/assets-web2/default-BSkyYMCQ.png" width="50" height="50"/><div class="flex flex-col flex-wrap pl-2"><div class="font-public-sans text-xs font-normal leading-6 text-gray-650"><span data-testid="article-published-time">Published <!-- -->Sat, Nov 23, 2024 · 10:36 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class="relative h-full"><div class="mx-auto aspect-3x2 w-full max-w-[1400px] bg-gray-250"></div></div></li></ul></div></div><div class="splide"><div class="splide__track"><ul class="splide__list"><li class="splide__slide"><div><div class="py-2 px-3 font-poppins text-xs text-gray-850 md:px-8">Influencers on Chinese shopping app Douyin entice shoppers with deep discounts. PHOTO: REUTERS</div></div></li></ul></div></div></div><div></div><div class="body-content tracking-tighter mb-6 mt-4 font-lucida text-lg font-medium leading-normal tracking-[-0.05625rem] text-gray-850 antialiased md:px-8 md:text-xl" data-testid="article-paragraphs-component"><div class="relative mb-4 md:mb-6"><p class="mb-4 md:mb-6 leading-8 -tracking-5%" data-story-element="paragraph" data-testid="paragraph-component">PROCTER & Gamble (P&G) has been revamping its marketing and line-up of influencers on fast-growing Chinese shopping app Douyin in recent months, helping its Pantene shampoo lead growth in hair care on the platform.</p><p class="mb-4 md:mb-6 leading-8 -tracking-5%" data-story-element="paragraph" data-testid="paragraph-component">The Cincinnati-based company’s investments in better packaging for Pantene in China, and improved marketing on how much to use, has led to share growth online, the company’s head of beauty, Alex Keith, said at an investor day.</p><p class="mb-4 md:mb-6 leading-8 -tracking-5%" data-story-element="paragraph" data-testid="paragraph-component">“We’ve grown online share for more than a year now and our portfolio is leading category growth on Douyin, the fastest growing online retailer in China,” Keith said. P&G’s beauty business globally made up about 18 per cent of its US$84 billion in net sales in its fiscal year ended in June.</p><div class="my-8 md:my-12 w-screen bg-gray-125 transition-all duration-300 border-gray-175 min-h-0 border-y-0 bg-none py-0" style="max-width:0px;margin-left:calc(-1*(0px - 100%) / 2 );height:0;margin-bottom:0"><div data-component="component-container" class="container px-3 sticky top-[120px]"><div class="relative mx-auto w-full md:w-10/12 md:px-8 lg:w-8/12"><div id="dfp-ad-imu1" class="ad-placeholder flex flex-col items-center justify-center" data-testid="dfp-ad-imu1" data-ad-type="imu1" data-ad-index="0" data-ad-article-id="5389441" data-ad-article-tags="procter and gamble,consumer goods,e-commerce,tiktok" data-ad-gs-channels=""></div></div></div></div><p class="mb-4 md:mb-6 leading-8 -tracking-5%" data-story-element="paragraph" data-testid="paragraph-component">Influencers on Douyin like Ni Bi Yi, a young mom, and Chou Dan, known for her jokes, tout Pantene’s jasmine fragrance and ability to repair their hair, according to posts on the China-based sister app of TikTok.</p><p class="mb-4 md:mb-6 leading-8 -tracking-5%" data-story-element="paragraph" data-testid="paragraph-component">P&G is looking for ways to stoke sales in China’s sputtering economy, where its revenue was down 15 per cent in the quarter ended on Sep 30, 2024, dragging on the entire company. Even as P&G sees positive trends in haircare on Douyin, the higher-end categories the company competes in overall in China are down due to low consumer confidence, Keith said on Thursday (Nov 21). </p><p class="mb-4 md:mb-6 leading-8 -tracking-5%" data-story-element="paragraph" data-testid="paragraph-component">To rebuild sales, the company is offering more of its haircare and beauty brands on Douyin, and other fast-growing e-commerce platforms, P&G executives told Asian investors in August, according to a research note from the bank.</p><div class="py-10 md:-mx-8"><div class="mb-6 border border-gray-175 p-6 md:p-8"><div class="" data-component="generic-newsletter"><h5 class="mb-6 border-b border-gray-850 pb-2 !font-poppins text-base font-semibold uppercase leading-normal tracking-5% text-gray-850 md:text-lg">BT in your inbox</h5><div class="flex py-3 md:px-10 md:py-6"><img alt="Newsletter Img" class="hidden h-auto max-w-full self-start min-[321px]:block" width="75" height="75" 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sticky top-[120px]"><div class="relative mx-auto w-full md:w-10/12 md:px-8 lg:w-8/12"><div id="dfp-ad-midarticlespecial" class="ad-placeholder flex flex-col items-center justify-center" data-testid="dfp-ad-midarticlespecial" data-ad-type="midarticlespecial" data-ad-index="0" data-ad-article-id="5389441" data-ad-article-tags="procter and gamble,consumer goods,e-commerce,tiktok" data-ad-gs-channels=""></div></div></div></div><p class="mb-4 md:mb-6 leading-8 -tracking-5%" data-story-element="paragraph" data-testid="paragraph-component">It is also building brand houses on Douyin, like its page for skincare brand Olay, and putting influencers on its payroll, according to the JP Morgan note.</p><p class="mb-4 md:mb-6 leading-8 -tracking-5%" data-story-element="paragraph" data-testid="paragraph-component">Those moves are aimed at giving P&G more control over brand messaging as it faces competitors such as Unilever’s Dove and local brands.</p><p class="mb-4 md:mb-6 leading-8 -tracking-5%" 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class="flex flex-grow flex-col w-full-120px lg:w-2/3 order-2 text-white"><h3 class="_title_d4ajx_12 !text-base my-0 leading-[1.3rem] tracking-normal !font-lct" data-testid="title_link_5386338"><a class="inherit word-break hover:underline !text-gray-850" rel="noopener" title="China's bottled water billionaire lashes out at Pinduoduo, ByteDance " href="/companies-markets/chinas-bottled-water-billionaire-lashes-out-pinduoduo-bytedance" target="_blank"><span class="inline-block hover:underline">China's bottled water billionaire lashes out at Pinduoduo, ByteDance </span></a></h3></div></div></div><div class="mb-6" data-testid="article-read-more-items"><div data-testid="basic-card" data-cueid="5381975" class="relative flex flex-wrap items-start gap-4"><div class="relative flex order-1 flex-shrink-0 w-[70px] lg:w-[90px]"><div class="flex items-center justify-center bg-gray-250 w-full"><div class="w-full" style="position:relative"><a rel="noopener" href="/companies-markets/telcos-media-tech/alibaba-combines-e-commerce-arms-tackle-growing-competition" target="_blank"><picture><source media="(min-width: 992px)" srcSet="https://cassette.sphdigital.com.sg/image/businesstimes/6f63652fb001a21ca6048dc7f3ae928576dccd08925ab9f8cd70254df324ee1c?w=180&h=120&dpr=1&f=webp 1x"/><source media="(min-width: 768px)" srcSet="https://cassette.sphdigital.com.sg/image/businesstimes/6f63652fb001a21ca6048dc7f3ae928576dccd08925ab9f8cd70254df324ee1c?w=140&h=100&dpr=1&f=webp 1x"/><source srcSet="https://cassette.sphdigital.com.sg/image/businesstimes/6f63652fb001a21ca6048dc7f3ae928576dccd08925ab9f8cd70254df324ee1c?w=300&h=200&dpr=1&f=webp 1x"/><img src="https://cassette.sphdigital.com.sg/image/businesstimes/6f63652fb001a21ca6048dc7f3ae928576dccd08925ab9f8cd70254df324ee1c?q=20&w=3&h=2&f=webp" loading="lazy" alt="The new group brings together the Taobao and Tmall Group and the Alibaba International Digital Commerce (AIDC) Group – which operated platforms including cross-border player AliExpress and wholesale B2B site Alibaba.com, in addition to second-hand platform Xianyu." class="w-full aspect-3x2"/></picture></a></div></div></div><div class="flex flex-grow flex-col w-full-120px lg:w-2/3 order-2 text-white"><h3 class="_title_d4ajx_12 !text-base my-0 leading-[1.3rem] tracking-normal !font-lct" data-testid="title_link_5381975"><a class="inherit word-break hover:underline !text-gray-850" rel="noopener" title="Alibaba combines e-commerce arms to tackle growing competition" href="/companies-markets/telcos-media-tech/alibaba-combines-e-commerce-arms-tackle-growing-competition" target="_blank"><span class="inline-block hover:underline">Alibaba combines e-commerce arms to tackle growing competition</span></a></h3></div></div></div><div class="mb-6" data-testid="article-read-more-items"><div data-testid="basic-card" data-cueid="5353686" class="relative flex flex-wrap items-start gap-4"><div class="relative flex order-1 flex-shrink-0 w-[70px] lg:w-[90px]"><div class="flex items-center justify-center bg-gray-250 w-full"><div class="w-full" style="position:relative"><a rel="noopener" href="/companies-markets/telcos-media-tech/chinas-alibaba-misses-quarterly-revenue-estimates-beats-profit" target="_blank"><picture><source media="(min-width: 992px)" srcSet="https://cassette.sphdigital.com.sg/image/businesstimes/d617d6a03698e0147890e68b401c933f9a02aa47e6f0da4614fba1a888e9fe5e?w=180&h=120&dpr=1&f=webp 1x"/><source media="(min-width: 768px)" srcSet="https://cassette.sphdigital.com.sg/image/businesstimes/d617d6a03698e0147890e68b401c933f9a02aa47e6f0da4614fba1a888e9fe5e?w=140&h=100&dpr=1&f=webp 1x"/><source srcSet="https://cassette.sphdigital.com.sg/image/businesstimes/d617d6a03698e0147890e68b401c933f9a02aa47e6f0da4614fba1a888e9fe5e?w=300&h=200&dpr=1&f=webp 1x"/><img src="https://cassette.sphdigital.com.sg/image/businesstimes/d617d6a03698e0147890e68b401c933f9a02aa47e6f0da4614fba1a888e9fe5e?q=20&w=3&h=2&f=webp" loading="lazy" alt="Alibaba reported revenue of 236.50 billion yuan (S$43.9 billion) for the second quarter ended Sep 30" class="w-full aspect-3x2"/></picture></a></div></div></div><div class="flex flex-grow flex-col w-full-120px lg:w-2/3 order-2 text-white"><h3 class="_title_d4ajx_12 !text-base my-0 leading-[1.3rem] tracking-normal !font-lct" data-testid="title_link_5353686"><a class="inherit word-break hover:underline !text-gray-850" rel="noopener" title="China’s Alibaba misses quarterly revenue estimates, beats on profit" href="/companies-markets/telcos-media-tech/chinas-alibaba-misses-quarterly-revenue-estimates-beats-profit" target="_blank"><span class="inline-block hover:underline">China’s Alibaba misses quarterly revenue estimates, beats on profit</span></a></h3></div></div></div></div></div></div><div class="my-8 md:my-12 w-screen bg-gray-125 transition-all duration-300 border-gray-175 min-h-0 border-y-0 bg-none py-0" style="max-width:0px;margin-left:calc(-1*(0px - 100%) / 2 );height:0;margin-bottom:0"><div data-component="component-container" class="container px-3 sticky top-[120px]"><div class="mx-auto w-full md:w-10/12 md:px-8 lg:w-8/12"><div id="dfp-ad-imu2" class="ad-placeholder flex flex-col items-center justify-center" data-testid="dfp-ad-imu2" data-ad-type="imu2" data-ad-index="0" data-ad-article-id="5389441" data-ad-article-tags="procter and gamble,consumer goods,e-commerce,tiktok" data-ad-gs-channels=""></div></div></div></div><h2 class="mb-4 md:mb-6 text-[21px] md:text-4xl -tracking-5% font-lucida font-bold" data-story-element="sub_head" data-testid="sub-heading-component">Shopping via livestream</h2><p class="mb-4 md:mb-6 leading-8 -tracking-5%" data-story-element="paragraph" data-testid="paragraph-component">Chinese consumers are more frequently shopping on the app, which offers livestreamed videos, and are abandoning the brick-and-mortar stores where P&G built up its presence over decades, seeking to become essential in China’s growing middle class.</p><p class="mb-4 md:mb-6 leading-8 -tracking-5%" data-story-element="paragraph" data-testid="paragraph-component">Influencers on Douyin entice shoppers with deep discounts, and consumers in China believe they will get the lowest price on livestreams. P&G executives have said they try to balance this approach with the company’s long-term strategy of marketing products worth higher prices.</p><p class="mb-4 md:mb-6 leading-8 -tracking-5%" data-story-element="paragraph" data-testid="paragraph-component">On Olay’s flagship Douyin store this week, influencers hosting livestream videos offer 19.3 per cent off a 260g-size body lotion, according to a Reuters review of Douyin. A whitening set, which lightens skin tone, is nearly 30 per cent off.</p><p class="mb-4 md:mb-6 leading-8 -tracking-5%" data-story-element="paragraph" data-testid="paragraph-component">The consumer goods maker is now introducing a Head & Shoulders upgrade in China like Pantene’s, Keith said. Similar improvements are in the works on Rejoice, another haircare brand, she said.</p><p class="mb-4 md:mb-6 leading-8 -tracking-5%" data-story-element="paragraph" data-testid="paragraph-component">P&G is also selling Olay on Chinese lifestyle app Xiaohongshu, which is popular with young women and often compared to Meta’s Instagram, where product reviews can lead to purchases. Pantene, Head & Shoulders and Rejoice also have Xiaohongshu accounts, Reuters confirmed.</p><p class="mb-4 md:mb-6 leading-8 -tracking-5%" data-story-element="paragraph" data-testid="paragraph-component">P&G is overhauling its marketing in China after it lost its footing in the country in recent years, first during the Covid-19 pandemic when shopping quickly moved online. Then, Chinese consumers soured on Japanese brands including SK-II, which sells for US$100.</p><p class="mb-4 md:mb-6 leading-8 -tracking-5%" data-story-element="paragraph" data-testid="paragraph-component">P&G had spent decades building a presence in China in the hopes of recruiting the country’s billions to buy its daily use products like Safeguard hand soap, Tide detergent and Pampers diapers, particularly as growth in developed markets like the United States and Europe slowed.</p><p class="mb-4 md:mb-6 leading-8 -tracking-5%" data-story-element="paragraph" data-testid="paragraph-component">In its fiscal year ended in June, sales from China made up 7 per cent of P&G’s net sales, down from 10 per cent of US$80.2 billion in net sales in 2022.</p><p class="mb-4 md:mb-6 leading-8 -tracking-5%" data-story-element="paragraph" data-testid="paragraph-component">Douyin is increasingly taking market share from top e-commerce players like Alibaba, which also has a popular livestreaming tool, and JD.Com.</p><p class="mb-4 md:mb-6 leading-8 -tracking-5%" data-story-element="paragraph" data-testid="paragraph-component">P&G is holding off on putting its fabric care brands like Tide on Douyin, according to the JP Morgan note. REUTERS</p></div><div class="mb-6 border-t border-gray-175"><section class="mx-auto my-4 w-full" data-testid="article-purchase-link-component"><section class="mx-auto flex w-full flex-wrap items-center justify-between gap-4 lg:gap-0 lg:px-3" data-testid="article-purchase-link-version-2-component"><p class="mb-0 font-public-sans text-xs tracking-normal">Share with us your feedback on BT's products and services</p><div class="flex flex-wrap"><a class="!outline-none focus-within:outline-none focus:outline-none outline-0 focus-within:outline-0 focus:outline-0 flex cursor-pointer items-center justify-center whitespace-nowrap rounded-full border border-solid border-gray-175 text-center !font-poppins text-gray-850 transition-all duration-150 hover:border-gray-850 data-[size=lg]:h-[68px] data-[size=md]:h-[42px] data-[size=sm]:h-[36px] data-[size=xs]:h-[24px] font-semibold text-xs tracking-[0.02em] w-fit-content px-6 !text-gray-850 !no-underline" href="https://subscribe.sph.com.sg/contact-us/" 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