Houge, also known as Monkey King in Chinese, is the founder of MSY Market Research. He is a serial entrepreneur. Previously, he co-founded a popular price comparison tool with his Tsinghua classmate Wenbin Ye, which was later acquired by Alibaba.

MSY Market Research aims to become the new standard for retail measurement services in the FMCG industry, often referred to as China’s ‘Nielsen’. The company has built a nationwide offline retail monitoring network, providing daily POS data-based "Brand CT" services to FMCG brands. This service automatically scans the sales performance of millions of food, beverage, and household & personal care products across the country, offering quantitative analysis on product innovation, category trends, and channel competition. MSY Market Research has raised over ¥100 million in funding from well-known venture capitalists.

Houge holds an M.S. from the University of Washington at Seattle and a B.S. from Tsinghua University.