Carlos Abrams-Rivera
Analyst
Yeah. No, Alexia, thanks for the question. I mean, to be honest with you, we are extremely proud and happy with what's happening with our go-to-market model, because it's a very comprehensive model that we actually start by analyzing. It starts by where we can make money. So, it starts by looking at the gross profit of each individual either channel or submarket, let's say, traditional modern trade, I mean, depending on the region in multiple countries like you -- as you just mentioned. If you pick up Brazil where we started, Russia, China, they are very vast countries so they have the profitability that you can achieve in different regions and different channels is significant -- can be significantly different. So, we start by analyzing that, flowing through all the way to how we're going to execute the store. So, it's a very comprehensive model of very detailed analytics with execution. So, as you saw and you alluded to on the slides, we started this model in 2018 in Brazil, copied, adapted and copied to Russia, and then to China. And now we are scaling up to -- by the end of the year, we expect to have 75% of our markets into this go-to-market model. And the numbers -- the result speaks for itself. So, everywhere that we implemented the model, the growth has been significantly above the other emerging markets that are also growing. So, we will continue to roll that out. It's a model that, again, requires a lot of analytics to be profitable, but at the same time, a lot of discipline on execution to kind of keep expanding in those regions that still have a lot of distribution to begin.