Personal care giant Procter & Gamble has announced a $100 million investment in its China Digital Innovation Centre, based in Guangzhou Development District.

In a bid to capitalize on the boom in online shopping while also helping the company’s offline sales, P & G is said to be rolling out the investment over three years and is looking to push forwardthe transformation of its business model, according to China Daily.

As part of the investment the company is said to be merging its digital technology research and innovation in areas such as big data and digitalised supply chain, with the centre dedicated to activities such as digital marketing, artificial intelligence research, and smart supply chain development.

The news is the company’s latest investment in innovation in Asia, having announced in April the launch of its first digital innovation centre in Singapore. The E-Center was launched in collaboration with Singapore Economic Development Board (EDB), with P & G investing at total of $100 million to the project over five years.