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Reckitt Drives Growth in China with Influencers and AI

12/6/2025

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Summary

Story summary

Reckitt is using influencers and AI avatars to drive growth in China, where e-commerce now accounts for 80% of sales.
This year, Reckitt attracted 40 million new customers through over one million short videos and 100,000 hours of livestreaming, fueling nine quarters of double-digit revenue growth.
Emerging markets, led by China, India, and Brazil, now account for nearly half of Reckitt's core net revenue, with a 50% target by 2030.

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Story summary

Reckitt is using influencers and AI avatars to drive growth in China, where e-commerce now accounts for 80% of sales.
This year, Reckitt attracted 40 million new customers through over one million short videos and 100,000 hours of livestreaming, fueling nine quarters of double-digit revenue growth.
Emerging markets, led by China, India, and Brazil, now account for nearly half of Reckitt's core net revenue, with a 50% target by 2030.