Fred Zhu is the R&D Director of OATLY Asia Pacific, leading the innovation and localization of plant-based products in Asia Pacific, and promoting the technological upgrading of oat milk and the expansion of new product matrix. Prior to joining OATLY, Mr. Zhu was the R&D Director of Mengniu and Whitewave, where he led the R&D of plant-based protein beverages including Soy milk and almond which accelerated the market layout, optimized the plant-based product line and enhanced the competitiveness of the market. He has more than 20 years of career focusing on the innovation of food and beverages, and he has both the experience of multinational enterprises in technology management and the vision of the plant-based field, and he is good at the cross-cultural teamwork and the commercialization of the results of the research and development.
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.