Summary
Overview
Work History
Education
Skills
Timeline
Generic

Yinyin Xu

Dublin,CA

Summary

Accomplished e-commerce and digital marketing expert with extensive experience in developing and executing successful online strategies. Proven track record of significantly enhancing online sales and market presence for Airmart and other ventures. Expertise in supply chain management, team leadership, and strategic planning, consistently achieving top-tier results. Skilled in social media marketing, customer relationship management, and live streaming, driving business growth and customer engagement. Strong communication skills and adept at managing cross-functional teams, ensuring seamless operations and exceptional customer experiences.

Overview

24
24
years of professional experience

Work History

Digital Marketing Consultant

Airmart
05.2022 - Current
  • Provided sales strategies and market entry recommendations for Airmart's group-buying e-commerce platform, focusing on optimizing online services for end customers and group leaders.
  • Offered product selection advice, curating popular fruit categories in the market to ensure that selected products meet consumer demand and enhance customer engagement with the platform.
  • Coordinated relationships with suppliers to ensure high-quality fruit supply and optimized procurement and pricing strategies.
  • Utilized market data and consumer feedback to develop and adjust sales strategies, maximizing online sales potential and customer satisfaction.
  • Expanded the network of group leaders by promoting effective market campaigns and building relationships, thereby increasing the number of group leaders and the platform's online sales coverage.
  • Promoted fruit products through social media campaigns, enhancing the platform's market influence, increasing online sales, and attracting more merchants to join.
  • Monitored the effectiveness of sales activities, ensuring the achievement of sales targets and promptly adjusting strategies to respond to market dynamics.
  • Planned and executed New Year's live streaming events, successfully attracting a large audience and increasing consumer engagement with the platform through interactions.

Owner

Grandma Ba's Kitchen Food Company
08.2020 - Current
  • Responsible for planning the company's operational strategy and daily management, effectively coordinating resources such as products, suppliers, and employees to ensure efficient team operations, achieving sales targets and business growth.
  • Analyzed local shopping habits and characteristics, attracting target users in the short term through single-product promotions and the establishment of community shopping groups, laying a solid foundation for private domain operations.
  • Utilized sales data and customer feedback from the community to optimize operational efficiency, monitored key performance indicators such as community channel traffic, GMV, and users, and adjusted product strategies based on market dynamics to improve customer retention rates.
  • Forecasted inventory turnover based on recent sales data to prepare corresponding product inventory, optimizing inventory management.
  • Maintained strong business relationships with distributors and farmers, utilizing negotiation skills to obtain cost-effective products, thereby enhancing supply chain cost efficiency.
  • Established and maintained a key opinion leader (KOL) image, improving customer trust through effective communication, efficiently handling after-sales issues, and increasing customer satisfaction and loyalty.

Owner

Taobao Store
10.2016 - 08.2020
  • Focused on the purchasing and selling of mid-to-high-end American brand products, including fashion apparel, cosmetics, and electronics, targeting the Chinese high-end female market.
  • Sourced products from U.S. shopping websites and physical stores, ensuring product quality and authenticity to meet the demand for high-quality goods among Chinese consumers.
  • Utilized the Taobao platform for product sales, creating and designing store and product pages to enhance visual appeal and user experience.
  • Gained a deep understanding of the shopping habits and preferences of Chinese high-end female consumers, curated popular brands and products, and implemented promotional activities to increase product visibility and sales.
  • Used Taobao's business analytics tools to analyze daily sales data, promptly adjusting store strategies and product layouts to improve sales and market responsiveness.
  • Managed order processing, product shipping, and customs clearance processes, ensuring timely delivery of products to customers.
  • Provided excellent customer service, resolving issues encountered during the shopping process, maintaining high customer satisfaction and repeat purchase rates.
  • Promoted products through social media and other online platforms, expanding the customer base and increasing store visibility.
  • Began experimenting with Taobao live streaming at the end of 2017, becoming one of the earliest overseas Taobao live streamers. Mastered all aspects of the live streaming process, including equipment setup, script writing, real-time interaction, and sales techniques, ensuring optimal live streaming outcomes.
  • Developed a thorough understanding of live stream audience needs and preferences, enhancing viewer trust and purchase intent through interactive engagement, answering questions, and showcasing product details.

E-commerce Operation Director

Rkylin Network Technology & Service Co. Ltd.
12.2014 - 01.2016
  • Managed the effective development, growth, and training of the department team, enhancing overall team capabilities and efficiency.
  • Established and executed revenue and income targets for various projects, ensuring their successful completion and achieving client payment and income goals.
  • Maintained and developed relationships with brand partners, deeply explored e-commerce service needs, and secured more marketing and product resources.
  • Conducted business analysis for department projects, regularly reported on performance and provided improvement recommendations.
  • Maintained resources on e-commerce platforms such as Tmall, JD.com, and Yihaodian, ensuring efficient resource utilization.
  • Responsible for market and user analysis for department project brands, and formulated and implemented corresponding promotional strategies.
  • Serviced Categories: Fast-Moving Consumer Goods (FMCG), Mother and Baby Products

Taobao Operation Manager

Tsinghua Tongfang Co., Ltd
04.2013 - 12.2014
  • Fully responsible for the business operations and management of the Tmall platform, formulating and executing overall operational strategies and plans for the Tmall store.
  • Set annual sales targets, leading the team to efficiently achieve performance indicators and ensure continuous business growth.
  • Conducted in-depth analysis of industry trends and market data, regularly evaluated operational effectiveness, and provided improvement suggestions.
  • Maintained close communication with Tmall's key account managers, accurately positioned product markets, and planned effective promotional activities.
  • Developed and implemented marketing strategies, sales plans, and customer experience optimization schemes based on different time periods.
  • Guided the team in creating customer relationship maintenance plans, enhancing user engagement, increasing repeat purchase rates, and boosting brand loyalty.
  • Strengthened cross-departmental collaboration, quickly responded to and resolved various issues encountered by customers during the shopping process, optimizing the user experience.
  • Specialized in the sales of television sets, possessing a deep understanding and extensive experience in the home appliances industry.

E-commerce Operation Manager

Beijing Jiaman Dress Co., Ltd
06.2011 - 03.2013
  • Fully responsible for the daily operation and management of JD.com, Tmall flagship stores, and Taobao shops, effectively improving overall operational efficiency and quality.
  • Implemented multi-channel promotion strategies, significantly increasing store click-through rates and page views, and effectively enhancing brand exposure.
  • Developed and executed membership policies, leveraging existing customer resources to conduct marketing activities, successfully boosting repeat purchase rates and customer loyalty.
  • Conducted in-depth analysis of marketing data, transaction data, product and competitor performance, promptly adjusting marketing strategies to achieve continuous sales growth.
  • Optimized product rankings and store traffic conversion, effectively utilizing Taobao marketing tools to significantly increase conversion rates.
  • Led store design and model shooting, continuously optimizing page information to greatly enhance store appeal and product sales.
  • Strengthened Taobao customer service team management, ensuring efficient and high-quality customer service experiences.
  • Successfully upgraded the Taobao C-store to a 3-diamond level within two and a half months without additional promotional tools, showcasing excellent operational capabilities.

Government Employee

Jianwai Subdistrict Office Chaoyang, Beijing
11.2010 - 06.2011

Coordinated with organizations such as the Chaoyang District Education Commission, the Red Cross Society, and the Sports Bureau, handling government-related affairs. Successfully planned and organized the closing ceremony of the 4th CBD Cultural Festival and the opening ceremony of the 5th CBD Cultural Festival.

Owner

Taobao Store
01.2007 - 06.2011
  • Fully responsible for Taobao store operations, including promotion, content updates, and daily maintenance, significantly increasing traffic and sales.
  • Designed and optimized store pages, managed product photography and image processing, ensuring high-quality presentation to attract customers.
  • Precisely managed inventory, calculated costs and profits, and maximized cash flow and profitability.
  • Proficiently used Taobao's "Direct Train" and "Taobao Alliance" tools to plan promotional activities, increasing product visibility and sales.
  • Researched Taobao's search ranking mechanisms and developed product title strategies to enhance product competitiveness.
  • Directly engaged in customer service, improving consultation conversion rates and customer satisfaction, leading to higher repurchase rates.
  • Efficiently resolved after-sales issues, maintaining store reputation and avoiding negative reviews and disputes.
  • Expanded third-party platform collaborations and implemented multi-channel marketing strategies, significantly boosting sales and brand awareness in a short period.

Achievements

  • Upgraded the store to a 3-diamond level within two months and achieved Crown status within three years.
  • Averaged over 300,000 RMB in monthly sales, ranking in the top 100 of similar Taobao stores nationwide in 2007 and 2008.

Editor, Reporter

Urban Flux Periodical Office
10.2009 - 07.2010
  • Actively communicated with authors and successfully solicited contributions, maintaining strong relationships with authors and ensuring a stable supply of manuscripts.
  • Kept up with industry trends, promptly writing or editing insightful commentaries and reports, planning and completing high-quality interviews based on the journal's theme.
  • Conducted meticulous editing, revising, and proofreading of submitted articles, working with the art editor to finalize the layout, ensuring the quality of the magazine's publication.
  • Independently planned and produced several special features, enhancing the magazine's visibility and influence.

Owner

Avon Store
04.2004 - 05.2007
  • Fully responsible for daily business management, formulating and implementing employee performance evaluation and incentive plans.
  • Strictly controlled costs, effectively managed store losses, operational costs, and other expenses.
  • Accurately monitored inventory dynamics and adjusted inventory structure based on customer demand.
  • Planned promotional activities and sales strategies according to the company's monthly featured products.
  • Designed membership marketing programs, significantly enhancing customer loyalty.
  • Efficiently handled various unexpected situations, ensuring smooth store operations.

Markting Manager

Sinosoft Group Co., Ltd
08.2000 - 04.2004
  • Developed and implemented marketing plans for various products based on annual business objectives, efficiently allocating resources to ensure effective execution.
  • Planned and executed the company's advertising, promotional, and public relations activities, enhancing brand awareness and influence.
  • Organized market research and planned promotional activities according to the product launch schedule.
  • Conducted in-depth analysis of market and customer needs, providing constructive suggestions for product line planning, new product development, and technical improvements.
  • Monitored competitors' marketing strategies, including channel selection and policy adjustments, providing data support for developing marketing plans.
  • Represented the company at industry exhibitions, showcased the brand image, and actively negotiated with potential customers.

Education

Postgraduate Course,fine Art

Chinese National Academy of Arts
Beijing,CHINA

Master of Arts - Art Design

Chinese National Academy of Arts
Beijing,CHINA
07.2010

Architecture School Parametric Design Workshop

Tsinghua University
Beijing,CHINA
08.2008

Bachelor of Science - Computer Applications

Anshan Normal University
Anshan,liaoning,CHINA
07.2007

Skills

  • E-commerce Strategy
  • Digital Marketing
  • Digital Marketing Strategy
  • Supply Chain Management
  • Team Leadership
  • Project Management
  • Strategic Planning
  • Customer Relationship Management (CRM)
  • Market Analysis
  • Social Media Marketing
  • Live Streaming
  • Business Development
  • Entrepreneurship
  • Media Relations

Timeline

Digital Marketing Consultant

Airmart
05.2022 - Current

Owner

Grandma Ba's Kitchen Food Company
08.2020 - Current

Owner

Taobao Store
10.2016 - 08.2020

E-commerce Operation Director

Rkylin Network Technology & Service Co. Ltd.
12.2014 - 01.2016

Taobao Operation Manager

Tsinghua Tongfang Co., Ltd
04.2013 - 12.2014

E-commerce Operation Manager

Beijing Jiaman Dress Co., Ltd
06.2011 - 03.2013

Government Employee

Jianwai Subdistrict Office Chaoyang, Beijing
11.2010 - 06.2011

Editor, Reporter

Urban Flux Periodical Office
10.2009 - 07.2010

Owner

Taobao Store
01.2007 - 06.2011

Owner

Avon Store
04.2004 - 05.2007

Markting Manager

Sinosoft Group Co., Ltd
08.2000 - 04.2004

Postgraduate Course,fine Art

Chinese National Academy of Arts

Master of Arts - Art Design

Chinese National Academy of Arts

Architecture School Parametric Design Workshop

Tsinghua University

Bachelor of Science - Computer Applications

Anshan Normal University
Yinyin Xu