SELECTED WORK
Real work, real material
Complete case studies sit alongside project fragments. Results are shown when verified; otherwise only confirmed information and visuals are retained.
Owned Channel Operations
SKP SELECT BEAUTY
A channel system balancing premium beauty retail, product information and native lifestyle content.
Owned Channel Operations
Anta Anxingxing
An ongoing short-form content expression that brings the brand IP into younger, everyday social contexts.
GEO
Sephora GEO
Question-led content development and monitoring for brand and product discovery in generative search.
Owned Channel Operations
Nationalities Cultural Palace
Coordinated topics, visuals and publishing for a cultural institution across multiple channels.
Influencer Marketing
Qinqin × Yonghui
Creator content built around real in-store experiences and everyday snack-shopping scenarios.
Owned Channel Operations
Qiaqia Nut Doctor
A character-led Douyin system connecting product knowledge with a playful, consistent brand voice.
OOH Campaign Execution
SMZDM 618 / Double 11
Multi-city on-site photography and rapid delivery for SMZDM's 618 and Double 11 outdoor campaigns.
Project archive · 20
More real work, kept in view
Original project pages, execution screenshots and on-site images are retained here. Missing names or metrics are left unfilled rather than used as a reason to hide the work.
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