Sunny Shi

• Overseas Division Establishment & Brand Expansion: Played a key role in the establishment of Purcotton’s overseas division, leading the brand’s strategic expansion into international markets. Collaborated closely with international teams to conduct in-depth market research, identify and establish relationships with high-potential clients, and deeply understand their unique business needs and challenges, providing strategic insights to drive brand development and market entry.
• Strategic Planning & Cross-Functional Execution: Developed and implemented differentiated strategic plans based on market demands, proactively collaborating with cross-functional teams, including legal, quality, product, brand, marketing, design, supply chain, and logistics, to align on business objectives and successfully achieve marketing targets.
• International Business Development & Client Relationship Management: Collaborated effectively with domestic and international teams to successfully penetrate 9 new international markets within 6 months, including high-growth Southeast Asian markets (Vietnam, Malaysia, Philippines, Indonesia, Thailand, Singapore), as well as Canada and Kazakhstan. Successfully secured partnerships with clients/distributors, driving market share expansion and strengthening the brand’s international footprint.
• International Market Penetration & Revenue Growth: Successfully launched Purcotton’s products and brand in major terminal Key Account (KA) channels across multiple international markets. Achieved significant revenue growth, taking the international business from zero to over 5 million CNY within one year, with a 120% profit achievement rate in 2024.
• Global Market Expansion & New Market Development: Independently identified and developed new market opportunities, successfully secured clients/distributors in four additional markets (Tanzania, Mongolia, Canada, and Kuwait). Managed end-to-end processes from order fulfillment to product listings in major retail channels, ensuring smooth market entry. Drove comprehensive brand promotion initiatives to enhance Purcotton’s international presence and accelerate global market positioning.
• Brand Promotion & Exhibition Planning & Execution: Led the successful planning and execution of 10 major exhibitions across Southeast Asia in 2024, focusing on B2B and B2C M&B sectors. These events significantly raised Purcotton’s global brand awareness, effectively promoted the brand, attracted key international clients/distributors and business partners, and expanded the consumer base. Made a substantial contribution to brand visibility, strengthened relationships with potential partners and clients, and drove Purcotton’s broader international expansion strategy.

Key Responsibilities:

As the leader of European Advanced Wound Care (AWC) division, I was responsible for driving the development of the European AWC business and expanding the market footprint across Eastern and Western Europe, ensuring the successful achievement of company's business objectives and growth targets.

1. Market Analysis & Business Development:

• Conducted regular market analysis, identifying customer needs, competitive dynamics, and channel strategies, leveraged insights to advise on strategic business decisions.
• Developed and executed differentiated market strategies, optimizing sales, customer engagement, and product positioning to achieve business growth, driving market penetration and optimizing channel strategies to meet local market demands.

2. Cross-Functional Collaboration & Execution:

• Led the integration of product, R&D, and sales teams through the "Iron Triangle" model, coordinating cross-functional resources to manage the full product lifecycle, ensuring alignment with business objectives.
• Delivered tailored solutions to clients, building lasting relationships by understanding their business challenges and aligning solutions with their strategic goals.

3. Team Leadership & Project Management:

• Managed and mentored a cross-regional team of professionals across Eastern and Western Europe, fostering an environment of high collaboration and driving operational excellence to achieve business objectives across responsible markets.
• Oversaw and optimized the execution of key client projects, ensuring timely delivery and aligning all stakeholders with customer success metrics, driving project efficiency and enhancing client satisfaction to ensure sales targets were met on time.

Key Achievements:

2021:

• Achieved personal sales of 15.16 million USD, exceeding sales targets with a completion rate of 101%.
• Independently developed and executed 3 new high-value projects for key clients, contributing 3 million USD in annual sales, with successful project implementation and client satisfaction.
• Led the Eastern and Western European teams to generate a profit of 1.9 million USD, surpassing the profit target with a completion rate of 168%.

2022:

• Established and led a 3-person team, fostering clear role definition and driving a collaborative, high-performance culture, ensuring the smooth and timely execution of key client projects.
• Drove substantial business growth by securing 6.55 million USD in sales leads from key European AWC clients, significantly expanding the market footprint and enhancing global business and presence.

Key Responsibilities:

Responsible for business development and market management across Eastern and Western Europe, the expansion of company’s footprint through both existing clients and potential new business opportunities, ensuring the successful achievement of company's business objectives and growth targets.

• Business Maintenance and Expansion:

Led initiativesto deepen existing client relationships and expanded business opportunities through customized solutions. Proactively coordinated cross-functional teams to ensure steady growth by addressing client unique demands and driving market share increase.

• Business Development & Channel Expansion:

Leveraged both online and offline channels to identify and engage new business prospects. Developed and executed differentiated strategies based on market demands and client insights, enabling the rapid conversion of leads into successful business partnerships.

• Client Relationship Management:

Organized regular meetings to review progress, address needs, and ensure timely, efficient execution of business initiatives. Managed ongoing client demands through consistent engagements, ensuring customer satisfaction improvement and business growth.

• Market Analysis and Strategy Planning:

Conducted comprehensive market, product, customer, and competitor analysis to build a clear market landscape and strategic direction, identifying opportunities and challenges, supporting internal resource allocation and driving innovation within the company.

Key Achievements:

1. Sales Performance and Business Growth:

• Met 100% of sales targets for both 2018 and 2019, exceeding profit goals.
• In 2020, successfully achieved 100% of sales target, reaching USD 180 million in sales and surpassing profit goals, driving significant business growth.

2. Business Development:

• Developed over 10 high-value project opportunities of key clients, with a total value exceeding USD 10 million. Successfully implemented 6 major projects valued at over USD 5 million, while other projects are also actively progressing.

3. New Market Expansion:

• Leveraged strategic relationships through the UK Embassy in Beijing to develop and secure new business worth USD 155 million with the UK DHSC (Department of Health and Social Care) and NHS (National Health Service) during the COVID-19 pandemic, significantly contributing to the company’s steady growth during the challenging period. This initiative also laid a strong foundation for WINNER’s direct supply to the NHS, the entry of WINNER brand into UK market, and its future capital activities in the UK, accelerating the company's international expansion.

During my gap year, I embarked on an enriching journey across China, participating in voluntourism programs that allowed me to contribute to local communities while immersing myself in diverse cultural experiences. This immersive experience not only deepened my cultural understanding but also honed my adaptability and problem-solving skills in diverse environments. The opportunity to work with local communities broadened my perspective and strengthened my ability to work effectively in dynamic, multicultural settings. I meet various people from different regions and industries every day, this unique and meaningful journey enhanced my relationship-building skills and cross-cultural communication skills, also reinforced my ability to navigate complex environments which I will carry forward in my life and career.

Key Responsibilities:

Responsible for managing existing clients and developing new opportunities in the U.S. market, driving business growth and achieving company performance targets through strategic partnerships and collaborations.

1. Client Relationship Management:

• Gained a deep understanding of client needs, providing tailored solutions that enhanced long-term partnerships and customer loyalty.
• Managed key projects including pricing, sample delivery, testing, and resolving product-related issues, ensuring smooth order fulfillment and customer satisfaction.
• Conducted market research for new product development, identifying business opportunities to drive sustainable growth.

2. New Business Development:

• Actively expanded the U.S. market by leveraging online and offline channels, identifying and developing new potential clients.
• Developed and executed differentiated strategic plans based on market insights and client needs, accelerating business expansion and market share increase.

3. Supply Chain Management:

• Utilized SAP and EC systems to efficiently manage client orders, ensuring timely delivery through cross-functional coordination.
• Monitored product usage, proactively addressing product issues to meet customer expectations and ensure high satisfaction levels.

4. Market & Strategic Analysis:

• Monitored industry trends and competitors, providing constructive insights to adjust and refine business strategies.
• Collected and analyzed market feedback to enhance product offerings, optimizing market positioning and strengthening the company’s competitive edge.

Key Achievements:

1. Strengthened Client Relationships:

• Enhanced client satisfaction through tailored services, driving a 20% increase in annual sales and strengthening long-term business relationships.

2. New Business Development:

• Successfully developed 4 new clients in U.S., driving significant regional business growth and exceeding sales targets of new customer, while expanding market share substantially.

3. Optimized Client Management:

• Refined client profiles, streamlined order management, and improved accounts tracking, elevating service quality and operational efficiency, which led to smoother business operations and enhanced profitability.