Paul Zhu joined Tetra Pak in 2007 and took positions of Account Director and Commercial Vice President for East, Hong Kong and Taiwan. In 2016, Paul was appointed Director Customer and Strategic Account Management for Tetra Pak global, relocated to the company’s headquarter in Switzerland. On 1 July 2019, Paul took his current position as President of Greater China, overseeing Tetra Pak’s business in Greater China.
Prior to joining Tetra Pak, Paul Zhu served as Regional Marketing Manager at Kenwood where he started his career.
Paul graduated from School of Electronics and Information Engineering, Chongqing University in 1994 and obtained his MBA degree from Fudan-MIT in 2003.
The Era of Channel-Driven Customization: How Can Brands Win the Next Product Battle?Retail channels are no longer passive distributors—they are awakening, actively demanding differentiated products from brands. Whether it’s traditional key accounts (KA), convenience stores, e-commerce, interest-driven commerce, or emerging membership stores, the consumer demographics, consumption scenarios, and price segments behind each channel are undergoing rapid transformation.
How can brands break free from a one-size-fits-all approach and truly understand the underlying logic of "channel-driven product innovation"? Channel customization, scenario-specific offerings, and price restructuring—those who move first will seize the next growth frontier. Oatly is pioneering this shift by collaborating with various retail channels—convenience stores, supermarkets, cafés, and membership clubs—to introduce tailor-made concept products. For the first time, these innovations will be unveiled on-site, offering an immersive experience of how the same oat-based product can unlock endless possibilities across different consumption scenarios.