Allen Cai is the Chief Marketing Officer of Kraft Heinz China. Since joining Kraft Heinz in 2007, Mr. Cai has been adhering to the principle of "Marketing starts with consumers and ends with consumers". Mr. Cai not only strengthens the foundation of consumer insights, but also promotes the integration of digital, media and content. Cai Hong has rich experience in digital transformation, specializing in areas such as long-term company development strategy, category management, consumer insights, digital development strategy, e-commerce innovation, social media, omni-directional content marketing integration and O2O.