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McDonald's China Technology R&D Center's new building opens in Nanjing, investing 4 billion yuan in digital construction over the next five years
McDonald's China Technology R&D Center's new building opens in Nanjing, investing 4 billion yuan in digital construction over the next five years
McDonald’s China CEO Zhang Jiayin said that the location of the building was chosen in Nanjing because Nanjing is a very diversified city with many consumer fields and technology companies, which can attract different talents and has open support for technological innovation. In addition, there are universities here It also provides good talents for it.
As the scientific research headquarters of McDonald’s China, it can accommodate more than 450 technical experts. In the next five years, McDonald's China plans to invest 4 billion yuan to increase digital R&D and innovation.
Officially stated that 2017 was the year of the birth of Golden Arches (Note from this site: McDonald’s China changed its name to Golden Arches China in 2017). At that time, McDonald’s localization process had just begun. China’s digitalization process was very fast. The technology R&D team consisted of From the initial 20 people to the current 250 people.
Zhang Jiayin mentioned that now there are many IT teams in the App that reflect consumer insights, which allows the McDonald's App to have differentiated performance from other categories, making consumers feel that there are packages "designed for me". For example, if consumers want to The French fries in the set meal are replaced with corn cups, and the set meal picture will change accordingly.
"This year we turned the big friends into little ones, because we feel that there is a child living in the big friends' hearts. We use AI technology to simulate, and when consumers upload photos, the pictures will be generated in seconds." Zhang Jiayin said that the McDonald's App is not just for ordering meals. It is a tool for brand interaction, which was previously unimaginable.
The above is the detailed content of McDonald's China Technology R&D Center's new building opens in Nanjing, investing 4 billion yuan in digital construction over the next five years. For more information, please follow other related articles on the PHP Chinese website!
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