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He has worked as Entertainment Relations Director at Gibson Musical Instruments, which entails affiliate marketing or relationship marketing. The goal of ER is to gain impression/consumer awareness in general public/industrial/musician/artist class, in order to communicate brand/product benefits, the method is building relationships and forming alignments with companies who have the same overlapping consumer targets and/or business interest. He developed on avearge 3 projects/deals with other companies, artists, musicians, media on a weekly basis during the employment with Gibson.

He has over 10 years of working and consulting experience in retailing apparel products in China. He was in charge of Nike's retailing and wholeselling in the macro and secondary markets in China with an annual revenue of exceeding 80M RMB yuan. He also supervised the store opening and operation of Levi's and Dockers stores in China, with a monthly sales of 2M RMB yuan. He has extensive knowledge on retail forecasting, OTB managment, retail buyer training, inventory management.

Being a native Chinese marketing professional who has over 10 years of working and consulting experience in the marketing area, he is an expert in marketing to Chinese either Chinese or foreign consumer products. He has over 14 years of working and consulting experience in the clothing industry, with focus on the sportswear apparel and footwear, fashion jeans wear, streetwear, urban casual wear, with expertise in product planning, design, sourcing, marketing and promotion, sales and retail managment.

He has over 8 years of consumer product marketing working and consulting experiences for companies such as Nike, Levi Strauss, Gore-tex, Gibson Musical Instruments, Barbie, Adidas, Puma, Reebok, Columbia, Coca-Cola, and other consumer durable products and FMCG products. He is prefessionally trained as Product Manager, with expertise in product planning, pricing & margin management, packaging designing, marketing planning and execution, PR planning and execution, cross-marketing events, retail promotion. He planned and executed seasonal product line for Nike, Levi Strauss, Gore-tex in China, with a business growth of over 30% year-on-year basis. In terms of product development, he had led a product planning/design/sourcing team of 20 people to fulfill a product line of over 2000 sku per year (500+ per season) for apparel, accessories, and footwear lines. He is an expert on design direction, design adminstration, and applying branding concept/value into product development.

He is an expert in cross marketing during his employment with Nike, Levi's, Gibson Musical Instruments, in which time he planned and conducted many cross industry marketing campaigns for Nike with partners such as gym, university, internet, youth culture promoter, for Levi's with Coca-cola for a consumer interactive project, for Gibson with at least 3 joint-marketing project/small deals per week (such as concert, musician interview media report, China top-10 pop song annual show...etc.) The key to cross marketing is building relationships with key contacts in target industry/companies who has more marketing budget than your company single-handedly.

Developed a sourcing process for a Japanese leading retailer's private label lines, and carried out a pilot project to test run the process. Familiar with the strategic sourcing and executional sourcing process and practices
Developed an order to supply retail management process for a leading eyewear retailer in Europe.
Executed a franchisee management process for one of the top global sportswear brands, including Point of Sales clustering, Open to Buy management, Product ordering process, inventory management and customized assortment planning, and sales incentives and policies management.
Developed a merchandise planning project for one of the leading Chinese sportswear companies and its regional distributors, from Open to Buy goal setting to future product buying.Create product line planning and sourcing process, sales distribution strategy and execution plan, retail management process for an emerging lifestyle urban wear brand in China.