Lifan Xu

• Manage day-to-day operations of the Tmall flagship store, supporting traffic, conversion and revenue growth across seasonal campaigns and business-as-usual trading. • Analyse business performance across traffic, customer behaviour, conversion and product sales to identify opportunities and optimise commercial outcomes. • Collaborate closely with merchandising, marketing and agency teams to execute campaign launches, product pushes and content initiatives. • Monitor paid media performance and customer acquisition efficiency, providing data-driven recommendations to improve ROI and conversion rates. • Develop weekly and monthly business reviews, translating complex datasets into actionable insights for senior stakeholders. • Support assortment planning and product performance analysis to improve inventory efficiency and maximise sales potential.

• Delivered commercial performance analysis across Tmall, JD, Website and WeChat, identifying sales trends, product opportunities and customer demand patterns to support trading decisions and business planning. • Partnered with merchandising teams to monitor inventory health and evaluate product performance, contributing to assortment optimisation and stock risk management. • Produced regular business reports and performance reviews, transforming sales and operational data into actionable insights that supported pricing, promotional and inventory strategies. • Supported seasonal buying and merchandising decisions through historical sales analysis, category performance reviews and demand forecasting. • Contributed to Tmall growth initiatives, including content optimisation and the "Little Red Star" project, leveraging consumer insights to strengthen product visibility and conversion performance.

• Supported large-scale campaign planning and execution for key commercial projects. • Coordinated KOL/KOC partnerships and content distribution strategies across lifestyle and fashion categories. • Assisted community growth initiatives and performance tracking to improve campaign effectiveness.

• Conducted competitive and market analysis across key consumer categories, identifying partnership opportunities and emerging industry trends. • Supported strategic brand collaborations and channel partnership initiatives, contributing to increased brand visibility across retail and lifestyle touchpoints. • Assisted cross-functional project management, coordinating internal teams and external partners to ensure successful campaign execution. • Developed consumer and market insights to support brand positioning and commercial decision-making.

• Supported brand partnership and campaign execution across fashion and beauty categories, coordinating with external partners, agencies and media platforms. • Contributed to integrated marketing campaigns, driving content exposure across Xiaohongshu and WeChat ecosystems. • Assisted new product launch initiatives, coordinating KOL collaborations and cross-functional stakeholders to maximise campaign effectiveness. • Analysed campaign performance and consumer engagement data to support marketing optimisation and partnership planning.

• Supported luxury brand communications and media relations for Harry Winston in the Chinese market, contributing to press materials, competitive analysis and celebrity/KOL outreach recommendations. • Assisted the planning and execution of brand events for Harry Winston, Hermès Watches, Qeelin and KENZO Kids, supporting campaign storytelling, media engagement and brand visibility initiatives.

First-class Scholarship 2022 (Top 5%), Second-class Scholarship 2021, Third-class Scholarship 2020