---
title: "Kimberly-Clark and New Retail TP Operator Shanghai Maichun Sign 3-Year Exclusive Strategic Cooperation Agreement"
description: "On July 16, 2020, Kimberly-Clark (China) and Shanghai Maichun E-commerce Co., Ltd. signed a 3-year exclusive strategic cooperation agreement in Shanghai, deepening their collaboration in B2B and other new retail channels. The partnership aims to achieve a 1 billion yuan sales target over the next three years."
author: "New Distribution"
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published: "2020-07-16"
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# Kimberly-Clark and New Retail TP Operator Shanghai Maichun Sign 3-Year Exclusive Strategic Cooperation Agreement

> On July 16, 2020, Kimberly-Clark (China) and Shanghai Maichun E-commerce Co., Ltd. signed a 3-year exclusive strategic cooperation agreement in Shanghai, deepening their collaboration in B2B and other new retail channels. The partnership aims to achieve a 1 billion yuan sales target over the next three years.

Kimberly-Clark (China) NKA Director Zhao Liuqing and Shanghai Maichun CEO Wukong
(New Distribution, from Beijing) July 16, 2020 (today), Fortune 500 company and internationally renowned hygiene care company Kimberly-Clark (China) Co., Ltd. (hereinafter referred to as Kimberly-Clark) and new retail operator Shanghai Maichun E-commerce Co., Ltd. (hereinafter referred to as Shanghai Maichun) signed a 3-year exclusive strategic cooperation agreement in Shanghai. Based on years of in-depth cooperation, the two parties will further their exclusive strategic cooperation in B2B and other new retail channels.
Kimberly-Clark, founded in 1872, is a global leader in health and hygiene care. With production facilities in 35 countries and regions worldwide and over 41,000 employees, it owns well-known brands such as Huggies diapers, Kotex sanitary napkins, Kleenex tissues, and Depend adult pants. Its annual sales exceed $18 billion, with products sold in more than 175 countries and regions.
In recent years, with the rise of young consumer groups, traditional channels have been unable to meet the growing demands of these consumers, and brand owners have faced stagnant or declining performance. As a result, they have turned their attention to emerging channels. The rise of B2B e-commerce, O2O new retail, Pinduoduo, and other emerging channels has driven new consumption growth. Facing changes in the market environment, companies are trying to establish new user connections and drive new sales growth through these new channels. Among them, Kimberly-Clark has seized the opportunity in the Chinese market, leveraging these emerging channels to boost performance and user growth.
Shanghai Maichun is a new retail professional e-commerce TP company that has achieved nearly 500 million yuan in annualized sales in just over three years of operation. As one of the earliest operators of new retail channels, Maichun has conducted in-depth research on user needs in emerging channels, continuously breaking through traditional thinking with innovative approaches, and has developed a unique new retail operation model. It has created famous cases such as "Retail Link's star sanitary napkin brand - Kotex," "Retail Link's core paper brand - Qingfeng," and "Retail Link's differentiation legend - RELX," making it the only operator to win awards at Alibaba Retail Link's strategic launch conferences for three consecutive years.
Since the cooperation began, Shanghai Maichun has delivered outstanding performance for Kimberly-Clark on Retail Link. In the first year of Maichun's operation, it rapidly increased Kotex's sales from 730,000 yuan to over 50 million yuan, reaching over 80 million yuan in 2019, and nearly 100 million yuan so far this year. With this three-year strategic cooperation, the two parties have confirmed each other as exclusive strategic partners in B2B and other new retail channels, setting a 1 billion yuan target as their next three-year strategic plan.
Kimberly-Clark New Retail Director Sheng Xiaomin
Kimberly-Clark New Retail Director Sheng Xiaomin stated that the reason for choosing to sign a three-year exclusive strategic cooperation with Shanghai Maichun is mainly because in new retail channels, brand operation, management, and communication require a systematic upgrade of capabilities under the traditional FMCG operation model. In the process of learning and development, Kimberly-Clark has also been seeking leading operators in the industry as core business partners to grow together in new retail channels. "Over the past three years, through the business cooperation on Retail Link, Kimberly-Clark and Maichun have completed the transformation from 0 to 1. Both teams have demonstrated extremely high pioneering enthusiasm and learning ability in business operations. We believe that in the future, in Kimberly-Clark's new retail channels, Kimberly-Clark and Maichun will work together to deepen cooperation in more channels and jointly create new industry cooperation models."
What can be achieved is not just rapid performance growth. What Kimberly-Clark also values is the penetration rate in deep distribution channels that Shanghai Maichun has helped improve. For shallow-distribution brands like Kotex under Kimberly-Clark, it is extremely difficult to penetrate the traditional 6 million small stores in China's offline market in a short time. However, with the power of emerging channels, it becomes possible. In just one year, through Shanghai Maichun's e-commerce operations, Kotex has entered 200,000 offline retail small stores.
Most critically, another growth point that cannot be ignored in helping the brand overtake on curves is the power brought by digital empowerment. This ensures that the brand's growth in deep distribution channels is not only quantitative but also qualitative. This is also the uniqueness of Shanghai Maichun's digital operations. Leveraging the big data capabilities of emerging e-commerce platforms, it connects the online and offline transaction chains. The types of products purchased by each small store, purchase frequency, and even consumer profiles can be provided to the brand as reference data for customized products. At the same time, intelligent online promotional activities can reach millions of small store owners with one click, bringing great efficiency to the brand for promotions and new product launches.
Shanghai Maichun CEO Wukong said: "The traffic operation methods of Tmall and Taobao in the past are completely different from those of current B2B platforms (Retail Link, New Link), O2O platforms (community group buying), and Pinduoduo and other emerging channels. Participants in new channels include B-end small store owners, city partners, community group leaders, and small-town youth in lower-tier markets. Only by grasping the behavioral habits and characteristics of participants in different channels can we better formulate traffic operation methods suitable for that channel."
Shanghai Maichun CEO Wukong
"Looking back three years ago, I am grateful that Kimberly-Clark boldly trusted our young startup team and entrusted us with its important B2B channel. We have lived up to expectations and achieved certain results for Kimberly-Clark. This three-year exclusive strategic cooperation with Kimberly-Clark will become another important milestone in Shanghai Maichun's development. We will make a major upgrade in the overall organizational structure and operational capabilities for Kimberly-Clark, based on the present and laying out for the future, to help Kimberly-Clark achieve greater results in emerging channels in the next three years and create more value for Kimberly-Clark."
New Distribution believes that the market is changing, and the way brand owners do business is also changing. The continuous iteration and innovation of internet technology have accelerated the rise of emerging channels and brought new opportunities and challenges to brand owners. How to reach new consumer groups, how to embrace new channels, and how to use cutting-edge technology to empower marketing are all topics that brand owners will face next. Professionals do professional things, and young teams do young channels. Nowadays, more and more brands are focusing on what they are good at and starting to seek younger, more professional external forces to empower their enterprises, which is not a bad strategy.
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