How Data From Alibaba Helped Make Fruity Listerine and Spicy Snickers

Data helps foreign brands appeal to Chinese consumers


Listerine mouthwash has been available in the U.S. since 1879. But its parent, healthcare company Johnson & Johnson, found Chinese consumers reacted poorly to existing formulations of its antiseptic mouthwash.

Enter Alibaba’s Tmall Innovation Center, or TMIC, which works with brands to develop new products that appeal to Chinese consumers. Alibaba says it is able to tap into insights from the 500 million customers who use its ecommerce platform and apply this to market research, sales and data analysis and product design for its partners.

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