Mr. Felix Xu possesses 28 years of extensive experience in manufacture and R&D at both domestic and multinational fast-moving consumer goods (FMCG) companies, along with proven expertise in team development and management. Leveraging a global perspective, he has led teams to develop high-quality products that meet consumer demands.
He has spearheaded the establishment of regional R&D centers and global technology innovation hubs, and boasts rich experience in mergers, integrations, and restructuring within multinational corporations.
In 2023, he joined Bai Xiang as Vice President of R&D, overseeing end-to-end product and packaging development and innovation across multiple categories, including instant noodles, dried noodles, flour, beverages, frozen foods, condiments, and snack products.
Under his leadership, Bai Xiang Food Group has established a multi-category R&D center and built world-class R&D laboratories and pilot production facilities.
Guided by consumer insights and market trends, Mr. Xu has driven Bai Xiang’s R&D team to create high-quality, consumer-beloved products that align with evolving market needs.
As product launch cycles accelerate and SKUs expand, packaging has become a key factor in both competitiveness and time to market. At FBIF 2026, in collaboration with the China Packaging Federation, brand owners and packaging equipment and material suppliers will discuss how co-creation, quality control, and technological innovation can improve the execution of packaging innovation and accelerate industry-wide progress.
Topic 1 | R&D Efficiency and Quality Control
As packaging innovation accelerates, balancing development speed with quality stability has become a critical challenge. How can brands shorten development cycles while building robust internal systems to reduce variability between pilot production and mass manufacturing?
Topic 2 | Co-Creation Across the Packaging Value Chain
Effective co-creation helps bridge the information gap between brand needs and manufacturing capabilities. By enabling packaging suppliers to understand real brand scenarios earlier and more deeply, collaboration can shift from passive response to proactive participation, improving solution relevance, response speed, and the overall pace from concept to mass production, while enhancing system-wide efficiency across the value chain.
Topic 3 | Technological Innovation and Intellectual Property Protection
As packaging structures, materials, and processes evolve rapidly, protecting innovation while maintaining open collaboration has become increasingly complex. Striking the right balance between knowledge sharing and confidentiality directly impacts R&D investment willingness and long-term competitiveness.