Partnership will also allow the food and drink company to expand its reach with consumers in rural China.

PepsiCo Greater China Region and the Alibaba Group have joined forces to further enhance consumer experiences for Pepsi’s portfolio of brands in China.

Through the agreement, PepsiCo will leverage Alibaba’s data to introduce new marketing initiatives, customized products and integrated omni-channel solutions.

The partnership is also built upon the existing success between PepsiCo and Alibaba in their e-commerce partnership. Since launching its flagship store on Alibaba’s Tmall in 2012, PepsiCo has debuted a series of online marketing initiatives–including its 2016 Super Brand Day, Quaker’s co-branded campaign with Tmall during Alibaba’s 11.11 Global Shopping Festival and a Kumamon-branded Lay’s gift campaign during the Chinese New Year.

Additionally, PepsiCo is planning to expand its reach in rural China by leveraging the distribution channels through Alibaba’s Rural Taobao program.

"Developing our e-commerce business is one of PepsiCo's strategic priorities," says Mike Spanos, president and chief executive officer, PepsiCo GCR. "Through this collaboration, we will fully take advantage of Alibaba's platform and data to carry out more innovative experiments, perfect PepsiCo's products and services and enhance online consumer experiences. Our joint effort with Alibaba will help us lead the ever-changing consumer trend and better serve Chinese consumers."