Procter & Gamble is revamping its marketing and influencer strategy on Douyin, China's fast-growing shopping app, to reverse recent sales slumps in the region. Executives announced this initiative at an investor day on November 21, 2024, highlighting a focused effort to adapt to local consumer engagement trends.
This strategic pivot has already shown positive results, with Pantene shampoo leading growth in the hair care category on the Douyin platform. The company aims to leverage digital channels and local influencers more effectively to connect with Chinese consumers and drive product demand.
The move comes after P&G reported a 15% organic sales decline in Greater China during the fiscal first quarter, underscoring the urgency of this marketing overhaul. By doubling down on platforms like Douyin, P&G seeks to regain market share and foster brand loyalty in a challenging but crucial market.
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