GSK Consumer Healthcare and Alimama Sign Joint Business Plan to Accelerate Digital Transformation

Shanghai, September 17, 2020 /PRNewswire/ -- Today, GSK Consumer Healthcare announced the signing of a Joint Business Plan (JBP) for co-branded growth with Alimama, the digital marketing platform under Alibaba Group.,Joint Business Plan), joining Alibaba’s “Digital Captains” program, the two parties will engage in deep cooperation across marketing and business domains. While co-creating marketing value through comprehensive omnichannel marketing, they will explore upgraded consumer operations and new models for business growth.

The “Digital Captain” is a bespoke solution crafted by Alibaba Group for its key strategic partners, dedicated to shifting from traffic-based operations to consumer-centric operations focused on individuals. It aims not only to deliver rapid linear growth for clients but also to help them accumulate their most valuable consumer assets and enhance brand influence. Under the agreement reached, GSK Consumer Healthcare will leverage the business matrix led by Alimama and integrating Alibaba Health, Ele.me, Tmall Global, and other Alibaba-affiliated entities to build a comprehensive digital ecosystem in the broader health sector. In terms of marketing, both parties will engage in deep, omni-channel marketing collaboration centered on content, scenarios, and channels. They will optimize and upgrade their consumer-centric digital and data-driven operational systems, reaching more target consumers through full-link, multi-channel engagement to jointly create and elevate marketing value. Regarding business expansion, GSK Consumer Healthcare will utilize Alibaba’s data empowerment to gain insights into the latest market dynamics and category development trends, thereby exploring new growth potential.

Ms. Gu Haiying, General Manager of GSK Consumer Healthcare for Mainland China and Hong Kong, stated, “The rapidly evolving digital ecosystem is transforming the ways and channels through which consumers access health services at an unprecedented speed, depth, and breadth. To meet the growing and changing needs of consumers, GSK Consumer Healthcare is vigorously advancing its digital transformation, leveraging digital empowerment to better understand and serve consumers. This strategic partnership with Alimama marks a further step forward in our digital transformation journey. Through this collaboration, we aim to fully integrate the strengths and capabilities of both parties to jointly build a specialized, ecosystem-driven, consumer-centric comprehensive health management platform, providing innovative health solutions to more Chinese consumers and helping them achieve a higher quality of healthy living.”

Wang Jun, General Manager of the Brand Center under the Customer Marketing Division of Alimama, stated, “We are delighted to enter into a strategic partnership with GSK Consumer Healthcare on a joint brand growth initiative. Through this program, both parties will jointly plan and leverage their respective strengths to build a comprehensive digital platform that integrates marketing and business operations, thereby establishing more efficient connections between brands and consumers, as well as between supply and demand. Looking ahead, we will continue to drive innovation and implementation in the marketing domain to foster long-term growth for both sides.”

As early as 2013, GSK Consumer Healthcare began exploring digital marketing and e-commerce. In 2016, GSK Consumer Healthcare partnered with Alimama to leverage data-driven insights, pioneering new models for consumer understanding and brand communication. In 2017, the two parties formally signed a commercial framework agreement to embark on exploratory initiatives in big data marketing within the consumer healthcare sector. With the recent launch of Alibaba’s new “Digital Captain” initiative, this partnership is set to deepen and reach new heights.

GSK Consumer Healthcare combines scientific expertise with consumer insights, boasting a portfolio of globally renowned brands trusted by consumers and professionals alike in areas such as dietary supplements, oral health, pain management, respiratory health, and skin health. In the Chinese market, these brands include Sensodyne, Caltrate, Centrum, Voltaren, Fenbid, Flixonase, and Bactroban. GSK Consumer Healthcare is committed to providing innovative health solutions to every consumer in China, helping them improve their quality of life.