PepsiCo Expands E-Commerce Relationship With China’s Alibaba Platform

PepsiCo’s China unit has extended its marketing relationship with giant online and mobile commerce company Alibaba with a new strategic agreement. The company said the pact is an effort to expand its own e-commerce capabilities while enhancing customer online experiences. PepsiCo will take full advantage of Alibaba's platform and data “to carry out more innovative experiments” and “perfect PepsiCo's products and services.” Cooperation with Alibaba began five years ago in the e-commerce segment when PepsiCo established a flagship store on Tmall  It has launched several online marketing campaigns, including the 2016 Super Brand Day, Quaker's co-branded campaign with Tmall, and Kumamon-branded Lay's gift campaign during Chinese New Year. [Image Credit: © PepsiCo ]