An alumnus of the China Europe International Business School EMBA program, they have successively served as Marketing Director and Vice President of Marketing at PepsiCo, Yili Group, Nongfu Spring, China Resources Beverages, Guoquan Food, and Shuanghui Group.
They pioneered the incubation of Yili QQ Star and Guli Duo , as well as the market launch of Oriental Leaf , and spearheaded marketing consulting projects for Heytea, Dreame, Aima, and Lensuanling.
Specializing in innovative management methodologies that integrate marketing management, digitalization, and organizational capability enhancement, they help enterprises establish B2C, B2B, O2O, and DTC management systems to drive sustainable long-term development.
Currently serving as Head of Marketing at Shuanghui Group.
As a traditional meat brand, Shuanghui has recently stood out in marketing. In Meituan Instashopping’s latest scenario-based brand ranking, Shuanghui placed in the top 10 across multiple occasions—from breakfast and afternoon tea to workplace meals, local leisure, and travel—and even outperformed snack brands like Lay’s and Want Want in the “late-night cravings” scenario.
From selling products to owning occasions, and from functional consumption to emotional connection, Shuanghui is redefining its growth logic.
• How can a meat brand enter occasions like afternoon tea?
• How did it outperform snack brands in late-night consumption?
• How can traditional brands leverage occasions and emotion to unlock new growth?