P&G commits to be more high-end in China

Updated: 2016-03-01 09:48

By Wang Zhuoqiong(China Daily)

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In addition, its digitalization efforts will continue to target consumers with precision through creative brand building and optimized "go-to-market" strategies, using social media, e-commerce and big-data platforms.

These were among the "most comprehensive series of changes in the company's history", said Liang.

Last year globally, P&G focused on 10 product categories with about 65 brands.

Across those 10, P&G has 21 brands with annual sales of $1 billion to $10 billion, and 11 brands with sales of $500 million to $1 billion-many of those with billion-dollar potential, she said.

"These 10 categories have been growing faster, and their operating margins are higher than those of the total company.

"Their sales and profits are highly concentrated in the top consumer markets around the world."

Philix Liu, trends analyst at Mintel China, said P&G's Chinese market has changed and become more diverse, as the country's online retailing channels grow.

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