Experience

Midea RAC

• China
• Appliances, Electrical, and Electronics Manufacturing
• 1 - 100 Employee

• Consumer Insight Head of oversea market

  • May 2021 - Present



Toshiba

• Japan
• Appliances, Electrical, and Electronics Manufacturing
• 700 & Above Employee

• Consumer Insights Expert

  • Mar 2019 - Apr 2021

  Was selected into Midea International Talent Program (14 members in Midea Group) and assigned CMI expert role in TOSHIBA Japan. Helped TOSHIBA develop the function of consumer insight, from innovation opportunity exploration, concept evaluation, product evaluation to marketing strategy development, pricing management etc. Enabled Midea China have in-depth understanding of Japan market, ranging from product, trade market, consumer and consumption evolution. Coordinated projects between TOSHIBA BU and Midea PD with win-win results generated. Show less



Midea Group (Fortune Global 500 Company)

• China
• Appliances, Electrical, and Electronics Manufacturing
• 700 & Above Employee

• Consumer Insight Head of Refrigerator BU

  • Dec 2016 - Mar 2019

  Implemented mindset of consumer insight into business operation system. Developed consumer insight team (18 members) and continuously delivering actionable insight to the management team. Provided insight outputs utilized in following dimensions: 1, Overall product platform planning 2, Strategy product innovation 3, Marketing contents optmization and strategy development 4, Long term product planning 5, Product post-launch review Implemented mindset of consumer insight into business operation system. Developed consumer insight team (18 members) and continuously delivering actionable insight to the management team. Provided insight outputs utilized in following dimensions: 1, Overall product platform planning 2, Strategy product innovation 3, Marketing contents optmization and strategy development 4, Long term product planning 5, Product post-launch review



Insights by Kantar

• United Kingdom
• Market Research
• 700 & Above Employee

• Associate Research Director

  • Apr 2015 - Jan 2017

  Led dedicated team and cooperated with clients from automibile industry to achieve various business objectives: Optimize digital marketing plan Develop marketing strategy based on consumer segmentation of premium car market Introduce brand new car model into China and develop marketing plan Evaluate and optimize car design (exterior, interior) Led dedicated team and cooperated with clients from automibile industry to achieve various business objectives: Optimize digital marketing plan Develop marketing strategy based on consumer segmentation of premium car market Introduce brand new car model into China and develop marketing plan Evaluate and optimize car design (exterior, interior)



Trip.com Group

• China
• Technology, Information and Internet
• 700 & Above Employee

• Marketing Insight Senior Manager

  • Oct 2014 - Mar 2015

  Managed advertising business on Ctrip.com with annual revenue over 10 million RMB. Optimized Ctrip website and APP design based on consumer insight and behavior data, then increased hotel booking rate by 15%. Managed advertising business on Ctrip.com with annual revenue over 10 million RMB. Optimized Ctrip website and APP design based on consumer insight and behavior data, then increased hotel booking rate by 15%.



Insights by Kantar

• United Kingdom
• Market Research
• 700 & Above Employee

• Senior research manager

  • Jan 2007 - Sep 2014

  Partnered with clients to explore business growth opportunities from both product innovation and marketing perspective. Appointed as country champion for the innovation and product development practice area. Initiated the first Matrix project in China. Accomplished annual business target. Developed a core project team. Partnered with clients to explore business growth opportunities from both product innovation and marketing perspective. Appointed as country champion for the innovation and product development practice area. Initiated the first Matrix project in China. Accomplished annual business target. Developed a core project team.



Nielsen

• United States
• Technology, Information and Media
• 700 & Above Employee

• Research exeutive

  • Oct 2005 - Oct 2006

  Cooperated with colleagues on addressing client's business challenges across FMCG, real estate and alcohol category. Cooperated with colleagues on addressing client's business challenges across FMCG, real estate and alcohol category.