Chinese firm IMS forges partnership with Nestle to boost business on celebrity economy

File photo shows the headquarters of Nestle (China) Ltd. in Beijing, capital of China. (Xinhua/Zhang Chuanqi)

Chinese platform company INMYSHOW Digital Technology (Group) Co., Ltd. (IMS, 600556.SH) and Swiss food giant Nestle on Tuesday reached cooperation to boost the development of the company's business related to celebrity economy, a kind of new economy, reported China Securities News Wednesday.

Under the partnership, IMS will provide Nestle with in-depth services regarding the celebrity economy, including customized KOL (Key Opinion Leader) purchasing system, and comprehensively leverage data from various platforms of the company to improve the decision-making and management efficiency of Nestle in celebrity marketing.

KBM, a KOL purchasing demand management system developed by IMS for Nestle, was launched recently.

According to related plan, KBM serves as a customized SaaS (Software-as-a-Service) product targeting the celebrity marketing needs of Nestle, which can provide minute-to-second data analysis and services for Nestle's various product and launch decisions timely and visually.

Through the product, Nestle can systematically manage the celebrity marketing projects, directly accessing to over 1.8 million celebrities and 9,000-odd MCN (Multi-Channel Network) resources via the big data platform of IMS, and retaining project files and data in the form of two-terminal information cloud storage. This will help Nestle reduce human cost, make the project process more concise and transparent, and comprehensively improve the convenience of data processing and data retention security.