JW Chen

E-commerce Daily Operations & Channel Expansion Managed Alibaba and Douyin e-commerce channels with an annual business scale exceeding 200 million RMB, overseeing P&L, optimizing high-margin product structures, and improving profitability. •Lead Tmall flagship stores, Tmall Supermarket, Alibaba Health, and Tmall Global Direct supermarket, developing tailored strategies and optimizing product portfolios to ensure channel synergy and sales growth. •Used data analysis to identify category trends and consumer needs, successfully launching new product categories from scratch and establishing a secondary growth curve for the business. •Played a key role in launching flagship stores for brands like Ziploc and Mr. Muscle, transitioning from group stores to individual brand stores, strengthening brand presence, and increasing market share. •Expanded beyond traditional e-commerce into content-driven platforms such as Xiaohongshu, WeChat Channels, and Kuaishou, creating an integrated multi-channel strategy and driving long-term business growth. E-commerce Growth Strategy •Strong P&L awareness, strategically allocating resources and optimizing marketing investments to maximize ROI and achieve profitability goals. •Managed Alibaba marketing campaigns (Zhizhuan, Taoke, and others), fine-tuning targeting strategies to improve ad efficiency, click-through rates, and conversions. •Developed consumer-centric marketing strategies based on data insights and platform algorithms, effectively increasing traffic and driving user acquisition. •Lead content e-commerce expansion on platforms like Douyin, Xiaohongshu, and WeChat Channels, successfully launching best-selling products such as washing machine cleaner and pipe unblocker, generating over 30 million RMB in three months. •Improved flagship store profitability by refining product structures, increasing average order value, and closely working with marketing teams to prioritize high-growth, high-margin categories.

•Take care of online omni-channel business, including JD/Ali/sub-distributitor, sales from 100 million uplift to 200 million. •In charge of 3 brands-Culturelle #life’s DHA#AZO# business,deliver •Local market strategy designing, including business model, price strategy, value chain, distributors evaluation and selecting. •Managing distributors and operations including supply chain, demand forecast, new product launch etc. •Work closely with E-commerce platforms( Alibaba, Kaola, JD etc) on brand/ business development in China.

•Take care of E-commerce business ,in charge of the whole process •Lead and develop the business of Alibaba,JD,xiaohongshu and etc •Build the right strategy to ensure the above channel business growth along with up trends of e-commerce •Budget control and ensure efficiency •Responsible for product import ,Repacking, pricing, New online channel developmemt, dealer management and brand campaign . •In charge of the e - commerce department sales and profit •Import products : Responsible for the product extension , Placing the order from Belgium •Repacking goods: work out with co-packing vendor ,convert industrial goods into small package •Product pricing: Based on the consumer insight and the market , finalized retail prices and dealer's purchasing price •Sales channel development: signed with JD.com, xiaohongshu,xiachufang and Tmall supermarket Dealer development: develop e - commerce channel dealers, expand e - commerce business Promotional activities: develop promotional activities based on brands strategies to enhance product search weightings and obtain more free visitor

• Lead the overall relationship with TP partner to develop and manage T-Mall Flagship Store, Setting & execute monthly & yearly promotion plan to reach sales target.FY16 sellout target up to 150million. •Partner with Marketing team to align on-line activities to the overall priorities and communication plans • Explore and develop new partnerships to drive further distribution, new e-commerce experiences and profitable revenue.Sustain a strong external and internal network • Partner with supply chain, operations, customer support and technical teams to ensure we are running our day to day business efficiently and effectively • Achieve online business goals of the main ecommerce platform; • Budget planning and control, provide online forecast for production ;

•Responsible for Yihaodian platform business,2014 sellout amount reached to 120,000,000 yuan, more than 60% growth in sales vs FY13 •According to the company's product launch schedule and annual promotion plan, planning all kinds of online promotion, effectively improve the product sales, •Optimize uv and conversion rate to growth business •Work together with Yihaodian marketing and operation Department to co-create big campaign •Communication with Yihaodian post-sales department, to speed up after-sales machine processing flow, reduce the defective rate •Management of customer service department , improve customer satisfaction

•Discuss with the buyer about promotional activities and other business details •Improve the counter displayed image on the terminal stores, improve customer satisfaction •Track the competitors dynamic analysis, comparative analysis of the data, propose solutions to a targeted response •Terminal sales staff recruitment, training and management •Making the training materials for the sales promoter •Work together with the company's marketing department to implement promotional activities

战略管理、企业管理、市场营销