Unilever is expanding its China e-commerce business by opening a store on JD.com’s cross-border e-commerce platform. The new store will carry Pond’s, Dove, and Vaseline products as well as three Lux shampoos that are best sellers in Japan. Unilever has previously sold through JD.com, but a presence on JD Worldwide will enable it to sell imports without undergoing a lengthy registration process.
Presence on the Alibaba rival has been lucrative for brands. Unilever sales on the platform more than tripled last year, faster than the growth rate on Tmall. Part of that JD.com’s growth is driven by an aggressive search strategy: it appears in 37% of all brand terms and 32% of category terms, more than any other third-party e-tailer in the L2 study.
Mobile – accounting for a third of online sales in China in 2014 – is another growth area for JD.com who has partnered with WeChat to enable brands to link e-commerce to social following and engagement. As of now, 32% of personal care brand accounts on WeChat link to a mobile optimized retailer and 11% incorporate loyalty programs, making the platform ripe for e-commerce.