Lion targets Chinese consumer with exclusive Systema products for Alibaba

Lion targets Chinese consumer with exclusive Systema products for Alibaba

Toiletries giant Lion is creating a Japanese-themed toothpaste to be sold exclusively through the Alibaba-owned Chinese e-commerce site Tmall.

The toothpaste, which is thought to be aimed at capturing the lucrative Chinese consumer, will be sold via the Systema brand and have a matcha-scent.

Priced at 22.9 yuan, the Japanese toiletries giant has created the toothpaste with packaging that features Japan’s famous Mount Fuji, with the collaboration thought to be the first time the company has created products exclusively for Alibaba.

A public relations representative from Alibaba’s Japan office told Asia Nikkei, “We’ve never heard of a Japanese company making us exclusive products.”

It is reported that Lion is also considering the potential launch of toothbrushes and mouthwashes for the site.

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