Tina has over 25 years of extensive experience in innovation and digital consulting, consumer insights, brand strategy consulting, and marketing optimization. With outstanding leadership skills, she serves a wide range of clients across industries, helping them develop effective strategies to address both local and international challenges. Focusing on the unique environment of the digital era and the growth of Chinese brands, she integrates branding into business concepts, developing and executing innovative strategies and marketing solutions that optimize ROI in the digital age.
Before joining Mintel, Tina served as the CEO of Ascential Digital Commerce China, Chief Commercial Officer at NielsenIQ, and Senior Vice President of Big Data Marketing Optimization Consulting. She has also worked at renowned brand consulting firms such as Interbrand and founded her own innovation consulting company. She holds an MBA from China Europe International Business School (CEIBS).
The Chinese market is entering a new and unfamiliar era: slower growth, intensified competition, and a shift toward zero-sum dynamics. Traditional innovation formulas are rapidly losing their effectiveness. While new product launches continue to increase, fewer are delivering meaningful growth. The food and beverage industry in China is now confronting the reality of “innovation inefficiency” alongside rising “innovation anxiety.”
With traffic reaching its ceiling and homogenization accelerating, blockbuster products may seem like a shortcut, yet often lead brands into deeper competition and uncertainty. The question is no longer whether to innovate, but how to innovate effectively.
This session will unpack how functional, emotional, and social values are being redefined, and introduce three high-impact innovation strategies for the “age of intense competition,” helping brands navigate uncertainty and unlock more sustainable growth.