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.
In the face of intense competition in the instant food industry, Baixiang Food has rapidly stood out by launching unique flavors such as cilantro, houttuynia cordata, and stinky tofu, effectively capturing the emotional needs of young consumers. Through innovative flavors and a powerful social media strategy, Baixiang has successfully transformed from a traditional brand into a trendsetter, achieving both traffic and sales growth. How do these "unconventional" flavors help the brand break through the boundaries? Differentiated product innovation and deep emotional resonance have become the key drivers for the transformation and breakthrough in the snack food industry.