In addition to being close to the consumer at the
local level, our global digital presence continues to gain in strategic
importance. To strengthen our brand position and close relationship with our
consumers, we have been forging ahead with digitalization at Beiersdorf for
years. During fiscal 2017, we continued to increase direct communication with
our consumers and strengthen brand loyalty through a wide range of digital
initiatives and targeted online marketing.
Thanks to our increased digital
activities and successful cooperation with e-commerce platforms, e-commerce
sales were up significantly again during the year under review. For example, in
2017 our US mass market business across e-commerce platforms (including e.g.
Amazon) grew strongly by more than 40% against the prior year. La Prairie even
generated more than 20% of its sales in the US through e-commerce alone in
2017. Investments in China, a key growth market for Beiersdorf, included the
cooperation with the two leading e-commerce platforms, Alibaba and JD.com.
These online platforms provide us access to around 650 million Chinese
consumers. During the reporting year, we achieved strong growth now generating
more than 25% of our total sales in China in the e-commerce sector.
Our
initiatives are directed at where they make the most impact for consumers,
employees, partners, and us. Fostering a digital mindset among all employees
was a key focus for Beiersdorf during the reporting year. Through inspirational
talks and e-learning modules, we intend to further enhance and increase our
employees’ digital expertise.