Selected Works
The power of a brand is
to choose with certainty in uncertainty.
Brand Strategy
Re-set the marketing strategy for SKP-S, SKP China's business unit targeting young luxury consumers, driving growth in social influence, membership, and sales. The 2024 SKP-S Wuhan launch campaign won the China Golden Flag Award for Marketing PR.
Retail Experience
Developed Lane Crawford’s Emotional Real Estate and Chinese Design Force programs in collaboration with brands such as Prada, To Summer, and Ruohan, enhancing consumer connection through curatorial and experiential design.
Sustainability Consulting
Provided brand strategy and communication consulting for portfolio companies of Tencent SSV and the China Alliance of Social Value Investment, integrating commercial growth with social value creation.
Cultural Innovation
Curated and executed art initiatives for retail and luxury brand collaborations, bridging brand influence with cultural value.
Brand Strategy
Led the 2025 brand strategy upgrade for Guvet, supporting the brand in establishing a clear positioning and long-term brand premium within the high-end functional apparel segment. Guvet represents a new generation of Chinese brands driven by technology and product innovation, evolving from digital-native channels toward the premium market.
Brand Strategy
Providing strategic and operational advisory for Yici, a contemporary Chinese ceramic accessory brand. As the only ceramic accessory brand to enter Beijing SKP, Yici reinterprets traditional materials through a contemporary lens, demonstrating the strong potential of Chinese original brands at the intersection of culture and commerce.
Sustainability Consulting
Served as a strategic advisor and core jury member, deeply involved in the planning, launch, and execution of the 2026 UNDP SPARK Selected project. In collaboration with authoritative institutions such as the Camera Nazionale della Moda Italiana (CNMI), the Ellen MacArthur Foundation, and WWD CHINA, facilitated the transformation of young eco-innovation and intangible cultural heritage projects from "good concepts" into "good commercial brands."