Xuelai Yuan

Support European health & beauty brands in their expansion into the Chinese cross-border e-commerce ecosystem (Tmall, Douyin, Xiaohongshu). - Developed market intelligence frameworks at both industry and brand levels to support China market strategy, combining platform data with consumer insights to define positioning, SKU strategy, and go-to-market approaches. - Identified structural growth drivers across skincare, supplements, and haircare, and translated insights into actionable recommendations for brand entry and expansion. - Identified and qualified high-potential partners through structured opportunity screening and targeted outreach, improving outreach-to-meeting conversion by 10%+. - Contributed to the company’s expansion into the pet health category from scratch by conducting China market feasibility analysis and category benchmarking. - Re-evaluated dormant CRM leads and mapped ownership structures, uncovering overlooked opportunities and reactivating brands.

-Designed a content strategy and editorial calendar based on user needs analysis and platform algorithms. -Conducted platform-specific trend and behavior analysis to optimize content performance and relevance. -Executed end-to-end social media marketing campaigns, including strategic targeting, engaging content production, community management, and KPI analysis. -Achieved measurable improvement in marketing performance through UGC content that generated 43K+ views and 10% conversion.

-Led product strategy and commercialization across the full lifecycle, with post-launch performance ranked among the company’s top 3 bestsellers. -Delivered tailored learning solutions based on client profile analysis, achieving over 95% satisfaction rate. -Digitally redesigned the course delivery process to improve traceability, scheduling accuracy, operational efficiency, and data security. -Managed new product launches in cross-functional collaboration, orchestrating audience engagement, educational communication, and significant lead generation.

-Built brand differentiation through refined customer segmentation, deep market research, and the creation of distinctive product experiences. -Led an omnichannel content marketing strategy across digital and physical touchpoints, achieving a 90% conversion rate throughout the campaign cycle. -Organized the company’s flagship annual event with over 200 participants, enhancing brand visibility.

Cross-functional content production: Collaborated with jewelry designers and traditional artisans to source authentic storytelling materials on product design and craftsmanship. Social media marketing: Created and published branded content on WeChat Official Account, achieving an average of 5K+ views per post and increasing follower engagement by 20% during the internship period. Digital copywriting: Produced compelling product descriptions and campaign copy aligned with audience preferences and platform algorithms, contributing to higher click-through and share rates. Global communication: Translated collection highlights and liaised with international organizations (e.g., UNFAO), extending brand visibility to cross-cultural audiences.