With over a decade of experience in brand management and innovation within the consumer goods sector, SuLi has systematically led the brand's strategic upgrade and identity reshaping since joining FreeNow as Brand Director. She has driven FreeNow's transformation from a supply-chain-focused brand to a consumer-oriented brand. Through precise category positioning and scenario-based marketing, she has successfully established "FreeNow Barista Coconut " as a standard ingredient in the coffee and tea channel, enabling an effective expansion from the professional B2B market to the mass B2C consumer market.
She excels at driving brand growth through consumer insights and has led the branding of FreeNow's product lines, building a clear product matrix and communication system. She has actively promoted cross-brand collaborations such as with LINE FRIENDS, content seeding, and social media communication, helping FreeNow establish the brand perception of "professional coconut milk" and "No.1 Barista Coconutk" among younger consumer groups.
At the same time, SuLi places great emphasis on long-term brand equity building. Adhering to health and nature as core values, she continues to deliver FreeNow's brand promise of a plant-based lifestyle, contributing to FreeNow's growth as a leading brand in China's plant-based beverage sector.
For years, adding vegetable oil has been the industry’s “open secret” to mimicking the silkiness of dairy. However, FreeNow believes that true health shouldn’t require such a compromise. Its new Rye Milk isn’t positioned as a mere substitute, but as a celebration of the grain itself.
By leveraging its proprietary enzymatic hydrolysis technology, FreeNow has completely stripped away the added oils typically used for mouthfeel, preserving only the natural, robust aroma of rye. “No Added Oil in Rye, Full Fuel for Life”—this is more than just a slogan; it represents FreeNow’s “clean sweep” of traditional healthy formulas.