Experience

RIES | Positioning Strategy & Consulting

• United States
• Business Consulting and Services
• 1 - 100 Employee

• Senior Analyst

  • May 2020 - Present

  • 某新兴杯壶品牌战略规划项目 2022.06-2022.08 – 领导项目团队进行案头研究、专家访谈、消费者调研及市场走访，完成项目报告的撰写并向客户领导层汇报 – 发掘杯壶市场头部品牌心智劣势，识别既有市场的品牌空位和红海杯壶市场中10亿级趋势性品类“钛保温杯”，并就核心产品设计、价格、传播语等给出具体建议 • 某头部厨具品牌战略体检项目 2022.03-2022.05 – 领导项目团队完成案头研究、消费者调研和经销商访谈，完成项目报告的撰写并向客户领导层汇报 – 基于市场数据和消费者心智扫描，识别蜂窝锅品类价格下探的趋势性机会并给出封杀建议，季度销售额增26% • 《千亿奶黄金市场，乳制品行业变天——2022中国奶酪市场报告》 2022.08-2022.09 – 主导项目团队案头研究、专家及消费者访谈、报告撰写，并协助合伙人通过媒体沟通会发布报告 – 基于高阶市场、邻近品类等分析，从技术、包装、内容物等维度洞察奶酪品类创新机会，受到某头部品牌借鉴 • 《零食品类创新的“加减乘除”——2022中国零食品类创新报告》 2022.10-2022.11 – 主导项目团队案头研究、消费者访谈、市场调研、报告撰写，并协助合伙人通过媒体沟通会发布报告 – 调动消费者心智，结合认知与事实，从减除加乘四个维度，识别坚果、糖蜜、卤味、膨化等核心品类创新可能 • 某铁锅品牌战略规划项目 2022.12-2023.01 – 主导项目团队案头研究、专家访谈、高层内访，完成项目整体战略地图及消费者调研提纲撰写 • 某新兴杯壶品牌新品类上市战役 2023.01-2023.03 – 领导项目团队日常工作，完成战役定向报告、战役传播报告撰写并向客户领导层汇报 – 与客户市场、产品、品牌团队合作，主导完成钛咖啡杯新品类产品手册及传播手册撰写 • 某头部厨具品牌新品类上市战役&渠道升级战役 2022.03-2022.06 – 协助战役战备团队，设计并推动锅具行业第一次科技化发布会，后某头部品牌迫于竞争压力进行高层人士调整 – 针对客户线下渠道产品杂乱、传播无序的现状，协助选定原点区域和标杆门店聚焦调整，门店销售提升47% • 某头部厨具品牌年度咨询项目 2020.09-2022.01 – 搭建企业品牌心智模型并定期监测，见证企业从渠道品牌蜕变为成熟品牌、心智份额提升341%接近市场份额 – 通过拆分内部销售数据识别企业渠道策略上的潜在风险，帮助企业良性非促销渠道占比从7%提升至52% – 与危机公关公司并肩处理企业传播危机，帮助企业化解行业巨头三轮商业攻击，坚定战略方向与合作意愿 – 协助企业完成某德国百年厨具品牌的收购及发布会召开，布局第二品牌、提升企业势能、丰富产品矩阵 • 某上市食品饮料企业年度咨询项目 2021.03-2022.02 – 通过对不同层级市场的分析，厘清冲泡奶茶主营业务的核心市场层级，维持企业主营业务基盘稳中有升 – 通过行业竞争分析、消费者洞察，为企业在无糖茶、即饮咖啡、果汁茶等赛道及年节市场识别新的发展机会 • 某国有银行旗下私人银行品牌战略项目 2020.05-2020.08 – 推动该国有银行独立旗下私人银行品牌，成为国内私人银行业首创，荣膺《财资》中国区唯一“最佳私人银行” – 基于欧美市场经验，以大额存单转让创新为起点改进贷款政策，助力私行更优质服务的实现，后众多竞对跟进 Show less



Bain & Company

• United States
• Business Consulting and Services
• 700 & Above Employee

• Spring Parttime Assistant

  • May 2019 - Aug 2019

  • Gathered information of third-party warehouse usage of more than 300 wholesalers on the Tmall platform through sample surveys and telephone inquiries, to verify the relevance of the third-party warehouse usage and the wholesalers' order quantity and category. • Conducted research on market share, strategic direction, and monetization methods of major live streaming platforms such as YY and Momo. • Surveyed the e-cigarette conversion motivation, product preferences, price sensitivity, smoking attitude of consumers from various backgrounds through focus group telephone call-backs to provide first-hand information for the e-cigarette Client to enter Chinese market. Show less



Oliver Wyman

• United States
• Business Consulting and Services
• 700 & Above Employee

• Parttime Assistant

  • Mar 2019 - Apr 2019

  • Hosted all 11 expert interviews and reported relevant results to remotely support the Singapore office’s project in Greater China. • Obtained wealth inheritance products of 20+ head offices from various channels for high-net-worth people through mystery shopping calls. • Compared domestic and international life insurance products, and researched on product structure changes in China's life insurance market. • Hosted all 11 expert interviews and reported relevant results to remotely support the Singapore office’s project in Greater China. • Obtained wealth inheritance products of 20+ head offices from various channels for high-net-worth people through mystery shopping calls. • Compared domestic and international life insurance products, and researched on product structure changes in China's life insurance market.



OC&C Strategy Consultants

• United Kingdom
• Business Consulting and Services
• 700 & Above Employee

• Parttime Assistant

  • Feb 2019 - Mar 2019

  • Verified operation information of a jewelry brand’s 100 stores and calculated its penetration rates in different cities and shopping malls. • Conducted a case study of competitive brands, and explored the brand positioning and competitive advantages through consumer research. • Analyzed possibility of the brand sinking to third- and fourth-tier cities by evaluating factors such as urbanization rate and marketing methods. • Verified operation information of a jewelry brand’s 100 stores and calculated its penetration rates in different cities and shopping malls. • Conducted a case study of competitive brands, and explored the brand positioning and competitive advantages through consumer research. • Analyzed possibility of the brand sinking to third- and fourth-tier cities by evaluating factors such as urbanization rate and marketing methods.



Mercer

• United States
• Professional Services
• 700 & Above Employee

• Summer Intern

  • Jul 2018 - Oct 2018

  • Discussed on “Influence of Traditional Manufacturing Transformation and Upgrading on Corporate Human Resource Strategy”, “Cook: From Incoming to Retirement”, “Performance Incentives of Mercer Greater China CEO and SJTU President” and presented the reports. • Created a job performance indicator database for the consumer goods industry to improve the Client company’s assessment system. • Performed data analysis of annual performance and staff size in 8 regions of the Client to obtain interrelationships of the two factors. Show less



Edge Ventures

• China
• Venture Capital and Private Equity Principals
• 1 - 100 Employee

• Assistant Investment Manager

  • Jul 2017 - Sep 2017

  • Performed research work including analysis of the status quo and prospects of logistics industry to explore future investment possibility. • Participated in the discussion and analysis of 10+ projects concerning education and pet industries to understand the appeals of both sides. • Collected annual financing data of education, E-commerce and logistics industries to be familiar with relevant investment situations. • Performed research work including analysis of the status quo and prospects of logistics industry to explore future investment possibility. • Participated in the discussion and analysis of 10+ projects concerning education and pet industries to understand the appeals of both sides. • Collected annual financing data of education, E-commerce and logistics industries to be familiar with relevant investment situations.