--- title: "Colgate Partners with Alibaba Retail Link to Enter a New Era of Professional Oral Care" description: "On September 4, Colgate, a global leader in professional oral care, held its new brand manifesto launch event in Hangzhou, unveiling the theme 'Let Go, Laugh Out Loud.' As strategic partners, Colgate and Alibaba Retail Link will collaborate to explore new opportunities under the new retail wave, aiming to provide better products and more professional oral care experiences to consumers through small stores." author: "New Distribution" publisher: "New Distribution" email: "zhaobo258@gmail.com" telephone: "+8615854817671" published: "2019-09-06" categories: "Brand Marketing" language: "en" canonical: "https://xinjignxiao.com/en/articles/colgate-partners-with-alibaba-retail-link-to-enter-a-new-era-of-professi-a377fc93/" markdown: "https://xinjignxiao.com/en/articles/colgate-partners-with-alibaba-retail-link-to-enter-a-new-era-of-professi-a377fc93.md" original_source: "https://mp.weixin.qq.com/s/0H-tAaAfWhVXwdVFxLvQDQ" translation: "https://xinjignxiao.com/zh/articles/%E9%AB%98%E9%9C%B2%E6%B4%81%E6%90%BA%E6%89%8B%E9%98%BF%E9%87%8C%E9%9B%B6%E5%94%AE%E9%80%9A-%E8%BF%88%E8%BF%9B%E4%B8%93%E4%B8%9A%E5%8F%A3%E8%85%94%E6%8A%A4%E7%90%86%E6%96%B0%E7%BA%AA%E5%85%83-a377fc93.md" attribution: "New Distribution — https://xinjignxiao.com/en/articles/colgate-partners-with-alibaba-retail-link-to-enter-a-new-era-of-professi-a377fc93/" citation: "New Distribution. “Colgate Partners with Alibaba Retail Link to Enter a New Era of Professional Oral Care.” New Distribution, 2019-09-06. https://xinjignxiao.com/en/articles/colgate-partners-with-alibaba-retail-link-to-enter-a-new-era-of-professi-a377fc93/" usage_policy: "https://xinjignxiao.com/ai-policy.txt" --- # Colgate Partners with Alibaba Retail Link to Enter a New Era of Professional Oral Care > On September 4, Colgate, a global leader in professional oral care, held its new brand manifesto launch event in Hangzhou, unveiling the theme 'Let Go, Laugh Out Loud.' As strategic partners, Colgate and Alibaba Retail Link will collaborate to explore new opportunities under the new retail wave, aiming to provide better products and more professional oral care experiences to consumers through small stores. **Follow and star ↑↑ 'New Distribution' to see how many friends are also following industry trends with you.** On September 4, Colgate, the world's leading professional oral care brand, held its new brand manifesto launch event, themed "Let Go, Laugh Out Loud," at Binjiang Paradise Walk in Hangzhou. Mr. Lin Xiaohai, Vice President of Alibaba Group and General Manager of the Retail Link Business Unit, and Jing Shi, General Manager of the Industry Center of Alibaba Retail Link, were invited to the event, witnessing this important moment together with Colgate and all guests and audiences present. As strategic partners, the two sides will join hands to explore new cooperation opportunities under the wave of new retail, providing more consumers with better products and a more professional oral care experience through the small store consumption scenario. Colgate brand ambassador Yang Mi was also invited to the event to lend her support. **"Let Go, Laugh Out Loud": A New Declaration Embarking on a New Journey** At this event, Colgate, with a history of over 200 years, officially moved from the deeply ingrained classic positioning of "Aim for No Cavities" to the new era of "Let Go, Laugh Out Loud." This is an important initiative for Colgate's brand "youthfulness," advocating a positive attitude towards life that is closer to today's young people, hoping that everyone can use a smile as a signal for action, confidently letting go and doing everything they love, without worrying about the outcome. As Ms. Winnie Wong, Vice President and General Manager of Colgate Greater China, said, "Whether it's a big dream or a small goal, if you truly love it, live it out." At the launch event, Colgate also recommended two flagship products to the audience: Colgate 360 toothpaste with "breakthrough" slow-release bacteria-reducing technology, and Colgate Optic White Baking Soda toothpaste that "gently removes stains without harming teeth." These two products are the crystallization of Colgate's high-quality philosophy. For the small store segment served by Retail Link, Colgate also launched special supply packs with built-in display boxes, addressing the pain points of small stores lacking sales display tools and poor in-store shopping experiences. **Joining Hands with Retail Link to Provide Professional Products to Millions of Small Stores** Mr. Lin Xiaohai stated, "Retail Link has always been committed to providing good products, good prices, and good services, making it easy for millions of small stores to do business." Small stores are one of the important consumption scenarios for oral care products. If we can serve every small store well together with Retail Link, we can serve the consumers around those small stores. Mr. Andy Shi, National Customer Development Director of Colgate, said, "Continuing to strengthen the strategic cooperation with Alibaba Retail Link is one of our important initiatives to achieve brand upgrading." Serving every store, for every family, and for the smiles of every family, is the common pursuit and mission of both parties. The cooperation between the two sides is a win-win where 1+1>2. Based on the channel digitalization solutions provided by Retail Link and Colgate's strong R&D capabilities in oral care products, the two sides will continue to conduct in-depth cooperation on how to better serve small stores and provide more professional oral care products to traditional small stores. At the same time, based on the open capabilities provided by Retail Link, the two sides will continue to explore and create new, more efficient digital channel marketing models. Through millions of small stores, they will bring more professional oral care experiences to more consumers. The two flagship toothpaste products promoted this time, with their strong product strength and the digital channel advantages of Retail Link, are bound to become bestsellers and the preferred oral care products for small store owners. (Photo: Lin Xiaohai, Vice President of Alibaba Group and General Manager of Retail Link Business Unit) (Photo: Andy Shi, National Customer Development Director of Colgate) **Yang Mi's Surprise Appearance Sparks Fan Frenzy** Colgate brand ambassador Yang Mi's strong appeal attracted a large number of fans. At the event, Yang Mi shared her own story of "Let Go, Laugh Out Loud" and her daily oral care tips. At the same time, Yang Mi also personally participated in a fun experiment, demonstrating the super long-lasting freshness of Colgate 360 toothpaste. Among the many audience members who participated in the Smile Cam interaction, Yang Mi selected the smile photos that best embodied the "Let Go, Laugh Out Loud" spirit and personally presented customized gifts to the winners. In addition to many fans who traveled from afar, the event also included several lucky winners of the Tmall Small Store Colgate "AR Scan Logo to See Yang Mi" activity. The new online-offline interactive gameplay broke through the barriers of traditional channel consumer marketing, greatly increasing the favorability of young consumer groups towards the brand. This is also one of the attempts by Colgate and Alibaba Retail Link to engage in new retail and new marketing. The successful conclusion of the event also marks a new starting point for Colgate's brand spirit of "Let Go, Laugh Out Loud." Colgate will continue to strive to provide more consumers with more professional oral care experiences and output a more inspiring youthful attitude! 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