Zhongyue Xu

Experience

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  Verawom

  Nov 2017 - Feb 2018

  Account Executive
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  Miele

  Jun 2018 - Oct 2018

  Product Marketing intern
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  Gap

  Oct 2018 - Feb 2019

  PR&Digital Marketing Intern
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  Learnisa

  Jun 2020 - Aug 2020

  Marketing Consultant

  1. Market research and analysis: communicated with customers according to a large number of surveys, designed market research for information such as market situation, competitor performance, and brand positioning, collected over 350 questionnaires, and effectively summarized from data 4 major user pain points and unique selling points.2. Product strategy and testing: combined product characteristics with user need to formulate a comprehensive user acquisition and user retention strategy, including daily operation recommendations for social media, search engines, and emails, as well as viral marketing. Also, ensured feasibility through 5 delivery comparisons in the real market and interviews with target users.3. Creativity and design support: provide over 5 design ideas for product slogans, social media content, email templates, etc., and successfully landed. Show less

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  SHEIN

  Nov 2020 - Feb 2021

  Brand Planning Associate

  1. Million-level KOL cooperation project planning, landing, and reviewing:planned 2 million-level KOL cooperation projects in the U.S. market, and was responsible for designing specific promotional activities, visual and copywriting content of the main station activities, communicating and coordinating internal departments to deal with unexpected problems, and finally the ROI of the projects was above 5.2. Social media marketing campaign planning:was responsible for 2 Instagram social platform communication strategies, and improved the activity of brand topics through innovative fan interaction scenes, such as gif sharing, etc., with more than 1000 real users' topic discussions.3. Cooperative KOL relationship maintenance and UGC optimization:was responsible for daily maintenance of cooperation with KOL, analysis of interaction rate and ROI, adjustment of cooperation relationship according to data trend, and continuous selection and suggestion of new potential KOL. By focusing on and screening high-quality UGC content to tap potential KOC, coordinated internal departments to release UGC to improve the attractiveness of product pages and obtain favorable comments from consumers. Show less

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  上汽通用汽车

  Mar 2021 - Apr 2023

  Product Planning Specialist

  1. App product project leader for new car GTMProduct planning and full-process project management: in response to brand user needs, through a large number of competitor research and product research, developing 6 service products with market competitiveness and realizability, and independently completing the product full process planning; combining the process chain, building the product implementation SOPs, conducting company-level departmental communication, identifying difficulties in the cooperation of different departments, and providing solutions one by one to ensure the timely launch of actual business.Product development, pricing, and business communication: independently responsible for business negotiation and supplier management, flexibly adjusting the product portfolio according to the launching rhythm, formulating multiple pricing proposals, and ensuring cost-effectiveness.Innovation of NEV user experience: improving the response speed of new car owner's car problems by 50%. Proposing the concept of one-stop service and pulling together 8+ cooperating departments, comprehensively innovating the response process and system, breaking the historical service model, and gaining wide recognition from users.2. App product content managementProduct promotion strategy: combining the existing brand resources with the analysis of competitors to form a charging service brand promotion plan from 0 to 1, including visual standards, content marketing, and online and offline activities.Product user manual and creative content: with the GTM strategy, forming creative topics about product launch, product function update, product usage guide, etc., and promoting 15+ pieces of content, private interaction volume in the whole section TOP 3; paying attention to user public opinion, creating a brand persona, and strengthening the connection with users. Show less

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  ELECTRO X

  Jun 2023 - Apr 2024

  Product Marketing Manager

  1. 88rising Global Music IP Co-branding Project Leader Co-branded Product Creative and Launch Planning: realize new growth in the off-season of water beverage. combined with CNY point and family dinner scene, giving the product a new package and message, and coordinating the e-commerce and channel launch to complete the new product. achieved 100w+ revenue.Co-branded pop-up store development and implementation: breaking the historical sales record of offline activities. independently planning pop-up store design and promotion mechanism, managing a 3-member offline team and suppliers. the daily average sales amounted to 2w+, positive feedback and interaction amounted to No.1 in the whole festival, and attracted a large amount of natural traffic.Co-branded creative product development: independently developing the first branded product box, and winning orders from major clients. delivering and landing branded gift box ideas, managing 10+ suppliers, and coordinating branded content and placement for online communication, and winning 300+ orders from major clients.2. New Product Launch Strategy and Product Life Cycle ManagementNew Product Positioning and GTM Strategy: accurately positioning the demand of market segments to drive the growth of electrolyte drinks. combining the product information, through competitor analysis, and professional documents, redefining the product's core value. setting the specific target group, defining the user scenario, and the first sales volume exceeded the online expectations.Product matrix management: rebuilding the product matrix, and re-planning 3 product lines according to the use scenario. at the same time, combining the new product matrix, independently responsible for all e-commerce, channel product content update, input more detailed scenario marketing, improving the e-commerce bounce rate.Product training: independently developing the first product brochures, and completing product training for sales and e-commerce teams. Show less