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Aug 17, 2016  Shanghai / China

Adhesive Technologies’ flagship store on 1688 platform

Henkel strengthens e-commerce partnership with Alibaba in China

With a population of over 1.3 billion, China is not only the world’s leading emerging country – but also the largest e-commerce market, with online shopping growing for both the consumer sector and B2B commerce in recent years. And Henkel is part of this development: Recently, the Adhesive Technologies business unit has launched its first comprehensive flagship store on 1688, the Alibaba Group’s B2B e-commerce platform.

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Henkel Adhesive Technologies’ flagship store on 1688 incorporates a competitive product portfolio, including brands like Loctite, Teroson, Bonderite, Technomelt and Aquence.

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Henkel Adhesive Technologies launched a flagship store on 1688 in partnership with Alibaba – on August 10, the business partnership between Henkel and Alibaba was announced at a joint event.

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The strategic partnership with Alibaba covers areas such as global operations, brand building, seller competence enablement, channel sinking and marketing collaboration.

Following the success of its consumer-focused online store on Alibaba’s B2C platform Tmall, Henkel Adhesive Technologies is now delving deeper into the B2B e-commerce market as well. Its flagship store on 1688 – a figure that means “good fortune all the time” in Chinese – incorporates a competitive product portfolio, with hundreds of products, including brands like Loctite, Teroson, Bonderite, Technomelt and Aquence. The store will provide solutions for customers covering a range of applications for packaging and consumer goods, transport and metal, general industry, electronics, and craftsmen as well as a customized product line especially for the Chinese market.

“China is the second largest market for our Adhesive Technologies business worldwide. Putting customers first, the newly launched flagship store allows us to showcase our comprehensive product portfolio and technology expertise,” said Jeremy Hunter, Greater China President of Henkel. “It better positions Henkel and grants local customers better and fuller access to our products, the end-result of research and innovation.”

Leveraging Henkel’s position on e-commerce platforms

Also in August, Henkel Beauty Care signed a strategic partnership with Alibaba, which covers areas such as global operations, brand building, seller competence enablement, channel sinking and marketing collaboration. The partnership will not only strengthen Henkel’s e-commerce business in China, but will also further expand its leading position on e-commerce platforms across emerging markets in East Europe, South America and South East Asia.

In China, Schwarzkopf has been the best seller in hair-care products category during the Tmall Singles’ Day shopping spree in three consecutive years.

Tmall will continue to serve as a major portal for a variety range of new products release for Henkel to keep increasing its lineup on the platform. Last year alone, Henkel has introduced 13 brands and over 80 products through Tmall.HK, covering multiple categories including shampoos and conditioners, styling products, hair dyes, oral care products, and body care products. Henkel also leveraged this platform to exclusively launch new products in 2016, including Schwarzkopf’s new anti-pollution product series.

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