Expert Details

Expert in Fashion/Sportswear Sales & Marketing, Retail Development & Management, Sourcing, Advertising & media

Expert ID: 726286 China

Request Expert

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.


Year Degree Subject Institution
Year: 2002 Degree: Master of Science Subject: Global Business Management & E-Commerce Institution: Hong Kong University
Year: 1995 Degree: Bachelor of Arts Subject: English Institution: Shanghai University

Work History

Years Employer Title Department
Years: 2008 to Present Employer: Undisclosed Title: Business Consultant Department:
Develop and carry out projects for clients mostly in consumer products and retail industry, such as sportswear, fashion and casual wear, FMCG, retailers. Projects focused on retail/wholesale, channel development, product planning and sourcing, marketing and promotion, business entry strategy, and logistics solutions.
Years Employer Title Department
Years: 2007 to 2008 Employer: Kurt Salmon Associates Title: Consultant Department: Consumer Products & Retail Industry
In charge of developing and managing projects in business process management for retail, sourcing, sales, marketing, & business entry strategy functions. Developed a sourcing process for a Japanese leading retailer's private label lines, and carried out a pilot project to test run the process.
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. Developed a merchandise planning project for one of the leading Chinese sportswear companies
Years Employer Title Department
Years: 2006 to 2007 Employer: Campus Media Inc. Title: Marketing Director Department: Marketing
Responsible for corporate marketing for Campus Media's portfolio media products - outdoor ad/LCD/website ad for Channel Campus (largest campus media in China, covering over 500 universities in China), and outdoor ad for Channel Airport (leading airport/transportation ports outdoor ad agent in China).
Design marketing activities & sales solutions for advertising clients, including off-line consumer interactive programs, promotions, events.
Develop and set on media product price (rate chart, service fee)
Conduct monthly Youth Research on top 10 young consumer segments (i.e. drinking water, yogurt, mobile phone, sportswear, instant noodles, video games...) in 5 tier 1 and tier 2 cities in China.
Investors relation management (with key investor Intel)
Years Employer Title Department
Years: 2004 to 2005 Employer: Gibson Musical Instruments Title: Entertainment Relations Professional Department: Entertainment Relations
Pioneered entertainment relationship marketing in China, set a record of closing 10+ 'deals' (cooperative projects) per month at minimum marketing costs. Helped raised brand awareness in both consumer/mass and trade/media, and the general public.
Years Employer Title Department
Years: 2001 to 2003 Employer: Levi Strauss Title: National Marketing Manager Department: Marketing
Directed and executed marketing campaigns in China, conducted retail store marketing activities, planned seasonal product line.
Years Employer Title Department
Years: 1996 to 2001 Employer: Nike (Suzhou) Sports 7 Fitness Co., Ltd. Title: Sales Regional Manager/Product Manager Department: Sales /Marketing
As Sales Manager: Developed and managed wholesale distributors and retailers of Nike brands. As Product Manager: Create product line plan, manage margin/cost, samples for local China apparel and footwear lines.

International Experience

Years Country / Region Summary
Years: 1996 to 2009 Country / Region: China Summary: Has over 13 years of experience in sales, product and marketing functions in the Chinese sportswear/fashion/casual wear industry, and solid experience in advertising and media management.

Additional Experience

Training / Seminars
Developed and delivered retail operation training for retail staff, product knowledge training for sales force and franchisees, sales account development and management skills for internal sales force
Vendor Selection
Has wide range of supplier contact for textile, fabric, apparel (knit and woven), footwear (athletic shoes), accessories (bags, socks, hats, and manufacturing parts-thread, trim, button...) in China (PRC). Worked directly with vendors, familiar with strategic sourcing (vendor selection and management) and executional sourcing (from sample to production) process and practices.
Marketing Experience
Have strong and recently relevent insight into the Chinese sportswear/caual wear/street wear industry and retailing industry (different channels - street leve, department stores, mall, supermarkets...), including key players' positions, marketing/product/sales/retail situation, inventory standings, consumer dynamics and trends (ie. Nike, Adidas, Puma, Reebok, Kappa, Mizuno, and local brands such as Li-ning, Anta, Xtep, Hongxing, 361 Degree...)
Other Relevant Experience
Business strategy, sales strategy, product management, retailing. Advertising & media management

Language Skills

Language Proficiency
Chinese Mandarine Native
English Proficient in business English communication, including verbal and written forms. Can write reports, business plans, analysis in English.
Japanese Daily and casual speaking & reading.

Fields of Expertise

affiliate marketing, entertainment marketing, apparel product retailing, retail forecasting, retailing, Chinese marketing, marketing, clothing industry, consumer product marketing, new consumer product development, new product development management, product development cycle time, rapid product development, cross marketing, value proposition, fashion, market segmentation, strategic branding, product launch, strategic marketing, niche marketing, network marketing, franchise marketing, consumer marketing, fashion industry, product evaluation, branding, garment product development, customer segmentation, market, brand extension licensing, customer satisfaction, commercialization, market development, business development, market positioning, entrepreneurship, business strategy, Internet marketing, Internet advertising, marketing mix, marketing brand management, trade show, consumer purchasing behavior, distribution channel, promotion, strategic market planning, consumer survey, consumer demographics, marketing communications, advertising, public relations, purchasing, market trend, market potential, business management, supply chain management, product management, product testing, product formulation, market forecasting, product improvement, product design variation reduction, design for cost, performance, product manufacturing, product delivery process, new product market survey, productivity improvement, new product design, integrated product development, material product development, production process, design for manufacturability, productivity measurement (quantity), product, product cost reduction, new product development, new product assessment, research and development, research and development management, product design, market research, storage process, design process, testing, quality function deployment, research and development productivity, production management, production control, planning, manufacturing

Request Expert

Dev Tool:

Request: expert/fashion-sportswear-sales-marketing-retail-development-management-sourcing-advertising-media
Matched Rewrite Rule: expert/([^/]+)(?:/([0-9]+))?/?$
Matched Rewrite Query: experts=fashion-sportswear-sales-marketing-retail-development-management-sourcing-advertising-media&page=
Loaded Template: single-experts.php