Kecheng Huang

负责王德传茶业商贸（上海）有限公司于中国市场之销售与行销工作， 1.品牌整体损益 2.品牌拓展战略与新店型规划 3.产品上市计划规划 4.品牌线上与线下推广活动

Serving local clients and helping global team to proceed route to market projects. 1. Overall industry analysis and competitive product research 2. Visit key markets and channels to understand customer needs and market trends 3. Based on market, channel, and category analysis to formulate RTM strategies, including key market selection, channel investment planning, product line development etc., helping clients to find out opportunities for growth.

P&L controlling Strategic planning of business development Brand communication New product development and promoting

Main achievements: New business planning & development , including F&B, retail, and cultural business. Led team to product innovation for F&B department. Potential brand/tenant developed for retail department. And through above to accomplish top & bottom line target. Enhance brand awareness & preference through series online/offline marketing campaigns. F&B, Retail business planning & development - Managed food & beverage, retail, kids theater and exhibition business setup as well as developing management structure, budget planning, and talent recruiting - Led team to innovate and execute seasonal new product launched for F&B department. Plan on-line campaigns and off-line promotion activities for holiday seasons - Developed potential tenants. Successfully brought in more than 30 designer brands Brand communication - Directed team to develop marketing campaign to enhance brand image - Set up brand owned wechat official account to consistently communicate brand concept. cooperated with Nanjing social medias to increase brand awareness in local market - Leveraged designer brands(tenants) resources to hold 12 offline activities (lectures, handicraft workshops) in 2019 to help strengthening brand preference in Nanjing market P&L controlling - Directed team to achieve sales target. Restaurant and retail department had succeeded RMB 5.6 million and 2.5 million sales target respectively from the Grand Opening till end of the first year Project management - Projected with Japanese design company – nendo for the 4,000m² flagship store (VVG Lifestyle Village) of the mall designed and decorated. Coordinated Japanese designers, local Nanjing designers, internal departments to proceed and control schedule. Project successfully accomplished and became one of the most visited hot spot in Nanjing

Main achievements: Successfully launched new product lines. Product portfolio management. Enhance brand awareness through social media exposure and bakery exhibitions & workshops. Category management - Led team to co-work with sales, R&D, manufacturing, packaging to design and formulate new product proposals - Launched new product line: frozen puree (Crop’s , Belgium). Supported local sales to promote products through developing application recipe, arranging technician service, and designing promotion materials. Accomplished RMB 5 million sales for the first year Brand Communication - Re-organized brand-owned social media to better communicate with clients - Bakery Exhibitions participation. Designed booth and coordinated different functions to attend international / national events to strengthen brand professional image

Main achievements: Responsible for LEE KUM KEE(China) Brand communication and Product management 1.B2C market: Health-oriented, salt-reduced soy sauce and organic soy sauce launched; Brand campaign” Quality 100%” launched to enhance awareness & preference. 2.B2B market: Chef CRM program launched P&L controlling - With new product and series campaign launched, increased sales by 20% for Y2015 and helped generate record-high profit growth by 58% Category management & New product launch - Managed category growth to meet company’s sales target by setting up supporting promotion plans for different products respectively - Planned product calendar and direct team to co-work with R&D to commercialize new product ideas Communication - Directed team to work with agencies on brand communication strategies and media activities (TVC bursts and social media campaigns) to maximize brand awareness - Conducted yearly ATL/BTL communication plans for 3 categories: oyster sauce, soy sauce, and sauce to end users to educate product usage Service channel - Chef-oriented CRM programs launched. Exclusive membership promotions through social media successfully elevated chef engagement. Analyzed users’ behaviors to build loyalty and help to achieve sales target - Managed team to conduct chef-oriented social communication plan, successfully helped to optimize brand awareness and promote products through high consumer engagement

P&L controlling - Increased same-store sales by 7% (from RMB 474.6 to 500.7 thousand) for Y2013 and helped generate record-high profit - Managed cost of goods to competitive level (from 33% to 31%) by consolidating suppliers to increase negotiation power through Supplier chain department - New product launch - Studied specials for each area to launch tailored-made products to fulfill consumers expectation and eating behavior - Planned product calendar with rolling 18 months and direct team to co-work with R&D to commercialize new product ideas Communication - Managed team to co-work with agencies to build up brand communication strategies and media activities to enforce brand equity

5th generation store image and brand re-positioning - Re-positioned DICOS as the “Eastern Fast Food” to differentiate itself and re-focused the brand identity. Boosted up 30% growth for same store sales as compared to the ones without redecoration New product launch - Studied specials to find competitive segments and categories to launch new products every month to fulfill consumers expectation and eating behavior - Conducted U & A research to understand consumer behavior and examine brand health to understand consumer insights to initiate new product and communication requirements Brand communication - Revamped brand communication strategy and media activities to build a consistent and sustainable branding - Conducted PR activities for new product launched and new store opening events

Responsible for Asus’ new personal navigation device-R300 - Worked with R&D team to commercialize new products ideas, including analyzing market situations, customers’ needs and define functions of a product. - Liaised with trade marketing and sales team to maximize the effectiveness and efficiencies for consumer and trade promotions to stimulate product sales