Mr. Hu Yajun, Vice President of Eastroc Beverage (Group) Co., Ltd., brings nearly 30 years of expertise in the Chinese beverage industry. Over the course of his career, he has held senior leadership roles at prominent companies such as Nestlé China, Coca-Cola, and PepsiCo. With decades of experience in developing and managing sales channels, he has built an extensive network of channel partners across China.
Since 2024, Mr. Hu has also served as the General Manager of Eastroc's Overseas Business Division, driving the company's international growth strategy. Under his leadership, Eastroc products are now available in over 20 countries and regions. The company is progressing from simply expanding its product footprint abroad to establishing the Eastroc brand as a global name. This includes setting up dedicated sales branches in key markets such as Vietnam, Malaysia, and Indonesia. These efforts mark a significant milestone in Eastroc's journey toward becoming an internationally recognized brand.
At the FBIF2024 forum, Mr. Hu captivated the audience with his extensive experience in overseas expansion and engaging storytelling. In recent years, numerous enterprises have established international business departments, actively venturing into overseas markets, marking a new milestone for Chinese fast-moving consumer goods (FMCG) brands going global. Mr. Hu stands out as one of the first senior executives to personally engage in this endeavor. By conducting on-site market research, directly liaising with local businesses, experimenting with various market entry strategies, and recruiting local teams for operations, he has accumulated a wealth of hands-on experience.
In this Foodtalks live interview, we will delve into Mr. Hu's practical experiences in formulating and executing globalization strategies, sharing insights and strategies for overseas market expansion. Our goal is to assist more business leaders and practitioners in navigating the path of globalization with greater stability and success.