The Future Beckons

It was just two minutes before 11am, China time, on 12 October. A milestone was being celebrated and the excitement was building up. The occasion was indeed special as the China Management Team was hosting the grand opening of the Innovation Experience Centre (IEC), which provides our consumers, customers and stakeholders with a platform to learn, directly and vividly, about our 150 years of heritage and innovation. Grace Chen, China Managing Director, together with Shanghai government officials and the management team, kicked off the ceremony. This marks FrieslandCampina’s first IEC across the globe. 

Located at Xintiandi, one of China’s most fashionable sites, the centre spans two floors and nearly 13,347 square feet. The IEC not only demonstrates our portfolio, corporate values and long-lasting heritage but also manifests our next-gen features through AI, test and trial, live streaming and so on. It will empower our clients to decode the trend of Chinese preferences and needs.

“FrieslandCampina just celebrated its 150th birthday last month. We have seen an exceptional revenue growth over the past 12 years’ journey in China,” said Grace during the ceremony. “The key growth engine for us to win the market would be that we are always tuned in to changes and our commitment to innovation…” She pointed out that the IEC will showcase the best innovations and consumer-focused experiences, thus providing an immersive and digitally-powered consumer-client journey. FrieslandCampina remains confident in the Chinese dairy market and we are keen to realise our 10 billion business ambition, she concluded

Being one of the leading practitioners in the digital transformative era, FrieslandCampina continues to accelerate its transformation, rendering it capable of operating successfully in the market. The company is the first in the consumer goods’ industry to implement AI customer services. We also use blockchain technologies to track the origins of raw materials and follow the domestic and international supply chain.

With this momentous step forward, the IEC is ready to relay our ‘from Dutch grass to China glass’ expertise, highlighting the brand’s most digitally-powered experience to date.