Firmenich marks 3 years of its flagship online store ALIBABA with broadest ingredient portfolio and enhanced digital experience


SHANGHAI, June 30, 2021 / PRNewswire / – Firmenich, the World’s Largest Private Fragrance and Flavor Company, Celebrates the Third Anniversary of Its Flagship Online Store ALIBABA, With Improved Range of Fragrance and Flavor Ingredients and Digital Customer Experience first class. Offering a quadrupled selection of signature products, the pioneer Firmenich ALIBABA e-shop includes a whole new series of aromatic ingredients intended for SMEs (small and medium-sized enterprises) in China. Marking a new digital milestone for direct customer engagement, the electronic platform offers an improved payment system, one-click access to marketing kits and immediate access to online customer service.

“Firmenich is advancing digitalization within the industry and is focused on improving the experience of our customers through digital touchpoints. We are well positioned to stay at the forefront of digital transformation with a partner as strong as ALIBABA ”, said Paul Andersson, president of Firmenich China. “We have multiple collaborations with the ALIBABA group in much of its ecosystem and we look forward to further deepening our partnership to serve our customers in China. “

“As a key step in our digital transformation, we were the first perfume and aroma house to set up an online store with ALIBABA three years ago,” said Eric Saracchi, Director of digital and information. “Collaborate with from China A recognized digital leader has enabled us to better understand Chinese consumers by leveraging TMALL data to enable sales on this robust digital platform. We now have unique expertise in creating digital experiences that deliver tangible success with ALIBABA to our customers. “

“We are proud to partner with Firmenich, one of the world’s leading manufacturers of fragrances and flavors, to deliver an enhanced digital shopping experience to customers of China,” noted Wang hai, vice president of the ALIBABA group and general manager of the domestic trade division in China. “Consumer behavior is the engine of a new wave of industrial progress. It requires building a flexible digital supply chain, from upstream industrial raw materials to the downstream consumer experience. The trend for C2M (consumer to manufacturer) strategies to meet branding and personalized needs is inevitable. “

Firmenich was the first in the industry to create a dedicated flagship ALIBABA online store in March 2018 at The Group has been at the forefront of improving the purchasing experience for customers on this unique platform. Two years later, in 2020, Firmenich signed a C2M partnership with ALIBABA in Hangzhou to support consumer brands and accelerate their marketing in the e-commerce space. During the first three months of the partnership, Firmenich successfully enabled the launch of several customer products on the ALIBABA marketplace. These included custom scents for Guokai’s air fresheners and flavors for KuShi’s sugar-free sparkling water.

In 2021, Firmenich joined forces with the TMALL Baby and TMALL Household Cleansing departments of the ALIBABA Group to host the Air Care and Laundry customer lounges in China, bringing together Firmenich’s perfume expertise and TMALL’s extensive consumer database to support downstream manufacturers who want to innovate in the market.

About Firmenich

Firmenich is the world’s largest privately held fragrance and flavor company, founded in Geneva, Switzerland, in 1895 and the bee m family for 125 years. Firmenich is a leading business-to-business company operating primarily in the fragrance and taste Marlet, specializing in the research, creation, manufacture and sale of perfumes, flavors and ingredients. Renowned for its world-class research and creativity, as well as its leadership in sustainability, Firmenich offers its customers superior quality innovation in formulation, a wide range of quality ingredients, and proprietary technologies, including biotechnology, encapsulation, scent science and taste modulation. Firmenich achieved annual sales of 3.9 billion Swiss francs at the end june 2020. More information on Firmenich is available at

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