Tony SHEN

Company Introduction: The world's largest sneaker and trendy apparel platform, a US-based unicorn company (www.GOAT.com) with annual GMV of US$3 billion. Work Responsibilities: Head of GC business, covering categories such as trendy sneakers, streetwear, and luxury goods. Managed a team of 5, reporting directly to the Senior Director of International Business based in Europe and providing biweekly updates to the Chief Revenue Officer (CRO) at the US headquarters. Specific Functions: Led and managed the supply and sales ends of the Greater China region, along with daily platform operations. Developed operational strategies for the domestic market, including supply, fee rates, and logistics. Created marketing plans and controlled their pacing based on local user habits. Adjusted the visibility and pricing of key SKUs for various brands via data analysis and supply conditions. Balanced the sales ratio between self-operated and platform businesses according to market trends. Assisted in resolving issues related to warehousing, authentication, logistics, foreign exchange settlement, and returns for orders. Key Achievements: Successfully onboarded top sellers from competitor platforms. Drove the Greater China region's share of global GMV from 10-12% to 25-30%, with the largest seller referred growing into global Top 1 seller. As the business expanded, while continuously growing the US market, established sales and logistics pathways from the Greater China region to Southeast Asia, the Middle East, Japan, South Korea, and Europe. Spearheaded the creation of trendy brand: UGG, Crocs, the North Face,Li-Ning, Anta, Fear of God, Supreme, Palace, etc. Led the development of new category: trendy toys POPMART Pioneered the direct shipping service for Chinese distributor sellers. Drove a 200% YoY GMV growth in GC to 5 billion RMB in 2024 Actively promoted the global expansion of Chinese brands. Spearheaded market expansion in Japan, Korea, Australia and SEA from zero to one

Work Responsibilities: Managed the transfer of self-operated defective goods from the Poizon APP to the 95 Points APP for sale. Categories included shoes, apparel, bags, watches, accessories, trendy toys, luxury items, and 3C products. Specific Functions: Led the self-operated business of the 95 Points project, assigning tasks to team members based on product categories. Strategic Planning: Developed quarterly plans for each category based on the volume of defective goods from Poizon's self-operated business.Set sales target in each category. Pricing Strategy: Formulated pricing strategies for each category according to the defect levels (SS/S/A/B), market trends, and price movements, while considering the proportion and inventory of self-operated and customer-supplied goods. Operational Strategy: Selected weekly traffic-driving skus and activity promotions based on the proportion, positioning, and target audience of each category, combined with data analysis.

Vipshop's social e-commerce app "Vidaigou." In charge of the most important 2 categories, “Women’s Apparel” and “Sports&Outdoors”. Specific Functions: Head of the largest 2 categories, oversaw both merchant recruitment and operations Strategic Planning: Advanced and implemented the strategic plan of the App, focusing on positioning the key user groups. Determined the primary promoted brands for each category based on average customer spending. Operational Strategy: Developed marketing rhythms and strategies for creating bestsellers based on industry trends and user positioning, combined with data analysis, to increase repeat orders and repurchases. Merchant Recruitment: By the end of July 2021, successfully recruited 412 brands: Leading Sports/Outdoors brands/groups: Nike, Adidas, Puma, Under Armour, Vans, Asics, Li-Ning, Anta Group Leading Women's Apparel brands/groups: Anzheng, Sancai, Shafa, Kemeng Boka, Boyang, Hailan, Metersbonwe, DKNY Other key account groups: Aimer Group, Procter & Gamble, Belle Group Achievements: Since our team took over, the App's monthly GMV grew to RMB 50 million, and the number of brands increased to 2,500

Managed procurement for two offline channels: Vipshop Offline Stores and Vipmaxx Offline Stores; one online channel (www.VIP.com), and the Vipshop App. Led a team of 4 members and reported to the company's Senior Director. Support the offline chain store plan of the Vipshop company from 0 to 1. Specific Functions: Supported Vipshop's offline store expansion starting early 2019, including mid-to-high-end Vipshop Offline Stores and mid-to-low-end Vipmaxx Offline Stores. By the end of 2020, over 600 stores had been opened. The large-scale store expansion required substantial product support, particularly in procurement for international sports/outdoor brands and luxury categories. For the Vipshop App, there was consistent demand for international brands in sports/outdoor and luxury categories. Procured Amount: 2019: Procured 160,000 items, with a total procurement value of RMB 26 million. 2020: Procured 370,000 items, with a total procurement value of RMB 67 million. Procured Category and Brands: Key Brands: Nike, Adidas, Coach, The North Face, H&M, Lacoste, Vans. Categories: Sports, Outdoors, Luxury, Men&Women’s apparel, Children's apparel, Home textiles, 3C products, and Cosmetics.

Company Introduction: Topsports, a subsidiary of Belle International (HKEX 01880), is China's largest sports retailer with over 9,000 directly operated stores. It is the largest global customer for Adidas and the second-largest for Nike. Achieved sales of RMB 34 billion in 2020. Work Responsibilities: Managed the introduction of global sports and lifestyle brands for 232 multi-brand sports collective stores (TOPSPORTS, FOSS, TOPSNEAKER, T+). Established and developed the company's private label brands. Led a team of 8 members, reporting to the company VP. Brand Introduction: Globally sourced and introduced trendy/sports brands suitable for the positioning of various store types. Responsibilities included establishing contact, negotiating cooperation terms, finalizing delivery and financial details, standardizing contract clauses, and executing contracts. Attended Commodity Fairs for many brands, assessed brand positioning and trend directions, and conducted periodic partnership evaluations for introduced brands based on sales data. By the end of 2018, successfully introduced a total of 131 brands, including 87 international brands and 44 domestic brands, with categories of sports/outdoor/lifestyle/street-wear. Private Label Brands: Led as the principal manager for Topsports' private label brands. Defined brand positioning, identified benchmark competitors, set price points for target consumers, and designed brand logos. Developed seasonal product category plans, price ranges, and product promotion strategies. Forecasted order quantities, set retail prices, sourced suppliers, established target procurement costs, managed quality and delivery timelines, coordinated warehouse intake, and ensured product listing. By the end of 2018, established and developed 8 private label brands, seasons from SS17 to FW19, launching 143 product models with over 300 SKUs; increased sales from RMB 400,000 at the end of 2015 to RMB 4.8 million by the end of 2018.

In charge of oversea sports brands introduced to our 232 multi-brand sports collection stores in China; OEM brands establishment and development ➢ Brands introduction: To source and discover valuable and popular sports brands all over the world, make contact, negotiate business cooperation modes and terms, arrange products logistic. By the end of 2018, the total introduced brands quantity is 131. ➢ OEM brands development: Establish own brands of Topsports, draw up brands position and category, develop products of own brands, source vendors/factories and merchandise, determine selling price and order quantity. Achievement In 2018, the developed OEM products model quantity is 143, with over 300 sku, while only 40 SKU in 2015. OEM sales revenue increased from￥400 thousand in 2015 to￥1.8 million in 2018.

Monitor whole apparel supply chain from fabric sourcing, accessory sourcing, apparel developing, lab testing, bulk production, inspection to final shipment. ➢ Work with famous brands like CK, Tommy Hilfigue, ONLY, ZARA, HM, in category of jacket, shirt, pant, hoodies, outwear, with sales revenue in US$22 million. ➢ In control of rich global suppliers resources of apparel factories and accessory factories, assist factories to pass audit by BSCI, T-CPAT, Non-compliance, SA8000, WRAP ➢ Global sourcing for raw material and apparel factory in Southeast Asia and China Work Achievement 2010~2012, increase the sales revenue to PVH from US$2 million to US$15 million 2011, develop sales revenue to Perry Ellis from US$0 to US$7 million 2009~2012, The Best Employee Award

As an exchange student in Europe Business School(Germany) from Dec.2014 to May 2015.

German as second foreign language