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."
DESIGN EDUCATION
Invited by the top-tier design institution, Parsons New School of Design, to deliver a guest lecture titled "Design as Leverage: From Visual Expression to Retail Selection." Shared decision models and retail evaluation dimensions for transforming design into commercial leverage. Empowered young designers to build systematic business thinking, facilitating the market transformation from "creative expression" to "retail readiness."
BRAND STRATEGY
Shaped the opening communications strategy for HYLLA CASA, the urban-series brand under HYLLA, for its Luzumiao location in Jiefangbei, Chongqing — defining the core narrative, target audiences and layered key messages, with “A Room Where Time Slows Down in the City” as the central launch expression. HYLLA CASA reflects a shift among Chinese lifestyle hotels from destinations one travels to toward places woven into everyday life, translating a Yunnan-rooted natural aesthetic into a dense urban setting.."
BRAND STRATEGY
Providing brand and product strategy advisory for Yanshang, a Wuyi rock tea house founded in 1998 — covering brand expression, brand architecture, the evidence behind its quality and the 2027 product portfolio. Founder Liu Guoying is among the first inheritors of Wuyi rock tea-making craftsmanship recognized as National Intangible Cultural Heritage, and a principal drafter of the national standard for Wuyi rock tea. Yanshang reflects how a Chinese tea house rooted in craft and terroir moves from having its products recognized to having its brand chosen.