Pepsi has signed a strategic agreement with Alibaba Group, the world’s largest online and mobile commerce company to expand the brand’s reach in Asia, it has been announced.
The collaboration enables PepsiCo to further enhance consumer experiences by leveraging Alibaba’s data to introduce innovative marketing initiatives, customized products and integrated omnichannel solutions. The agreement was signed at the PepsiCo Asia R&D Center in Shanghai, by Mike Spanos, PepsiCo GCR President & CEO, and Jet Jing, Vice President of Alibaba Group.
"Developing our e-commerce business is one of PepsiCo’s strategic priorities," said Mike Spanos, PepsiCo GCR president & CEO. "Through this collaboration, we will fully take advantage of Alibaba’s platform and data to carry out more innovative experiments, perfect PepsiCo’s products and services, and enhance online consumer experiences. Our joint effort with Alibaba will help us lead the ever-changing consumer trend and better serve Chinese consumers."
Jet Jing, vice president of Alibaba Group, added: "We are pleased to collaborate with PepsiCo, a leading multinational company. Alibaba Group is committed to enabling brands by helping them leverage our big data capabilities and omnichannel solutions to further drive strategic growth in the China market."
The strategic agreement is built upon the existing success between PepsiCo and Alibaba in their e-commerce partnership. Since establishing a flagship store on Tmall in 2012, PepsiCo has launched a series of innovative online marketing initiatives.