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August 2, 2018updated 02 Nov 2021 10:11am

Alibaba and Starbucks sign strategic retail partnership in China

E-commerce major Alibaba Group Holding has entered a strategic ‘New Retail’ partnership with global coffeehouse chain Starbucks to transform the coffee industry in China.

E-commerce major Alibaba Group Holding has entered a strategic ‘New Retail’ partnership with global coffeehouse chain Starbucks to transform the coffee industry in China.

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The strategic partnership is part of Alibaba’s strategy to transform e-commerce by merging online and offline experiences.

As part of the deal, Starbucks will work collaboratively with various businesses within the Alibaba ecosystem, including Ele.me, Hema, Tmall, Taobao and Alipay on various initiatives.

These initiatives include piloting of delivery services from September, establishing Starbucks Delivery Kitchens for delivery order fulfilment, as well as integrating multiple platforms to co-create a virtual Starbucks store for Chinese customers.

The coffeehouse chain will use Alibaba ecosystem and New Retail infrastructure to further unify a seamless Starbucks Experience between its stores, as well as online for customers.

Starbucks, in collaboration with on-demand food delivery platform Ele.me, will pilot the delivery programme in 150 stores across Beijing and Shanghai.

The company will further extend the service to more than 2,000 Starbucks stores across 30 cities by the end of this year.

Ele.me chief executive officer Wang Lei said: “We are pleased to partner with Starbucks to launch these reliable and trusted delivery services to satisfy customers’ needs and capitalise on the delivery sector’s great potential.

“It is an important milestone for Ele.me to deepen our collaboration with retail chains and further expand our penetration in the food delivery sector.”

“It is an important milestone for Ele.me to deepen our collaboration with retail chains and further expand our penetration in the food delivery sector.”

The coffee chain will also establish Starbucks Delivery Kitchens across Hema supermarkets in Shanghai and Hangzhou in September and will further expand to other cities in the country.

Starbucks Delivery Kitchens will leverage Hema’s fulfilment and delivery capabilities as well as consumer insights and fulfilment expertise to deliver handcrafted Starbucks coffee and tea beverages offered through existing Starbucks stores.

The partnership will also include the development of a virtual Starbucks store in China.

Alibaba will develop a centralised online management hub for the concept to integrate and deliver Starbucks Experience across multiple digital platforms.

This will deliver personalised Starbucks digital experience across the Starbucks app, as well as Alibaba’s customer-facing mobile apps such as Taobao, Alipay, Tmall and Koubei.

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
Enter your details here to receive your free Report.