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Nielsen China and Alibaba Join Forces on New Product Performance Index

At the end of September, we announced a strategic partnership and data cooperation with Alibaba’s Tmall Innovation Center. The collaboration will integrate Tmall online data for newly launched products with our industry-leading offline retail data in order to deliver omni-channel insights about recent fast-moving consumer goods (FMCG) innovations and trends in the China market. Tmall is the business-to-consumer platform of Alibaba’s Taobao.

This alliance brings together the breadth of Alibaba, which runs the world’s largest e-commerce site, with Nielsen’s unparalleled expertise and measurement of China’s retail landscape. By combining data resources, we are now able to offer a clear picture of how newly launched products are performing both online and offline, enabling brands to make better decisions and drive successful omni-channel product launches.

The initial co-branded solution between Nielsen and Tmall is a new product performance index, which provides a monthly ranking of recent product launches by several variables, including sales performance. By providing SKU level rankings by category, region, city and both online and offline channels, the platform enables clients to understand individual product performance as well as emerging trends for future innovation development.

“In the face of the ever-changing market environment, an important factor in determining brand survival and growth is a continuous pipeline of innovative products. The cooperation between Nielsen and Tmall New Product Innovation Center will help brands better understand innovative product trends in both online and offline retail channels,” said Tommy Hong, VP, e-Commerce Vertical, Nielsen China.

With this strategic cooperation and the new product performance index, Nielsen and Alibaba have established the foundation of a breakthrough big data partnership, as well as a cutting-edge omni-channel solution for our clients. This is a huge step forward for Nielsen, which paves the way for further cooperation with Alibaba and additional opportunities for us to drive our leadership position in China’s dynamic retail landscape.