Jenny Chan 陳詠欣
Apr 12, 2018

Q&A: Yum China CMO's modern marketing for an old recipe

Marketing operations may not be the most exciting part of the industry, but are vital to keep pace with customer expectations, says Steven Li, chief marketing officer of Yum China Holdings ahead of Campaign's Digital360 festival in Shanghai

Steven Li, chief marketing officer of Yum China Holdings

How difficult is it for a traditional fast-food brand such as KFC to digitise its marketing What sort of backend capabilities and operations do you have to overhaul internally

KFC is essentially a traditional FMCG brand and also a very large retail brand covering more than 1,200 cities in China, with over 5,400 physical stores. 

As a traditional company, we have inevitably been impacted by and faced challenges in the Internet...

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