The New Retail Disruption - TransforM ALLJing Jie, Vice President

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TMALL

TMALL PHYSICAL GOODS GMV GROWTH QTD: 40%+

GROWTH OF HIGH-END CATEGORY

9+times* 1.8+times* 2.59+times*PERSONAL CARE INFANT FORMULA BEAUTY CARE

*This represents the ratio of yoy growth rate of high end brands vs the category average yoy growth on Tmall in May 2017.

75% of CONSUMER BRANDS IN FORBES TOP 100 MOST VALUABLE BRANDS ON TMALL*

*As of Mar 2017

JASMINE XU, PRESIDENT P&G GREATER CHINA E-BUSINESS / BRANDING

“Alibaba is way beyond just a sell ing platform. E-commerce also plays a significant role in brand building, which is changing P&G’s

century-long brand-building model.”

“We will fully take advantage of Alibaba's platform and data to carry out more innovative experiments, perfect PepsiCo's products and

services, and enhance online consumer experiences.It is a joint effort to better serve Chinese consumers.”

MIKE SPANOS, PRESIDENT AND CEO PEPSICO'S GREATER CHINA REGION

PRODUCT

CONSUMER BRAND

CHANNEL

PRODUCT BRAND

CHANNELCONSUMER

Faster Time to Market Lower Product Launch Risk

Enable Consumer Asset Management

Effective and Efficient Marketing

Lower Logistic Cost Better Consumer Experience

PRODUCT LAUNCH

PRODUCT

CONSUMER BRAND

CHANNEL

RESEARCH TEST LAUNCH OFFICIAL LAUNCH

Comprehensive demographics with real IDs Faster feedback and iteration

REAL CONSUMER INSIGHTS DATA

BRAND BUILDING

PRODUCT

CONSUMER BRAND

CHANNEL

110MSUPER BOWL LI

TV AUDIENCE ON FOX

200M11.11 GALA LIVE

STREAMING AUDIENCE I

MILLIONS THE FLAGSHIP STORE VISITORS

IN 4 HOURS2016.11.10 2016.11.10source: Nielsen 2017.02.05

YEAR-ROUND CONSUMER FESTIVALS TMALL SUPER BRAND DAY - BRANDS’ OWN FESTIVAL

PERSONALISED BEAUTY ADVISOR

DIGITAL MIRROR

TECH-ENABLED TOOLS For DAILY BRAND BUILDING

CHANNEL MANAGEMENT

PRODUCT

CONSUMER BRAND

CHANNEL

Uni IDENTITY

ONLINE OFFLINE

SHOPPING MALL

DEPARTMENT STORE

SUPERMARKET

HYPERMARKET

MINI-MARKET

CONVENIENCE STORE

GROCERY STORE

COSMETICS STORE

ELECTRONICS STORE

CONSUMER ASSET MANAGEMENT

PRODUCT

CONSUMER BRAND

CHANNEL

CMIR&D MARKETING SALES CUSTOMER SERVICE

SUPPLY CHAIN

Brands’ Current Way of Conducting Business

CMIR&D

MARKETING

SALES

CUSTOMER SERVICE

SUPPLY CHAIN

DATA DRIVEN

DATA VERIFIEDORGANIZATION

LOYALTYAWARENESS INTEREST PURCHASEBRANDS’ CURRENT WAY OF CONDUCTING THEIR BUSINESS Increase LIFE-TIME VALUE OF THEIR CONSUMER ASSETS

"Alipay, Cainiao and Weibo are affi l iated entities"

TMALL

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