Open to opportunities

HONGLIANG LIU

@leon_liu0608

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Extensive expertise in New Retail, E-commerce, Live Streaming EC, Brand Operations.

China

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What I'm looking for

I seek a dynamic role in a forward-thinking company that values innovation and collaboration, offering opportunities for growth and impactful contributions.

With over 20 years of experience in the commercial sector, I have honed my skills in E-commerce, live streaming, and brand operations. My journey has taken me from working with multinational corporations to founding my own startup, where I developed a unique outdoor exploration brand. My extensive expertise spans various industries, including furniture, beauty, and FMCG, allowing me to approach every project with a partner's perspective and a strong focus on profitability.

Throughout my career, I have achieved significant milestones, such as improving Douyin category rankings from #21 to Top 8 and achieving a 1440% YoY growth in live streaming sales. My strategic vision and resource integration capabilities have enabled me to build successful teams and operational systems, driving substantial growth for the brands I have managed. I am passionate about leveraging my experience to create innovative solutions that enhance brand visibility and profitability in the ever-evolving E-commerce landscape.

Experience

Work history, roles, and key accomplishments

Project Partner

Shanghai Yingbite Brand Management Co., Ltd.

Aug 2024 - Present (1 year)

Responsible for business development and operations management for the company's luggage, home furnishings, and footwear service brands in Hangzhou. The company is an 8-year established TP/DP agency providing full-service operations outsourcing for brands.

Business Development Operations Management E Commerce Operations Brand Management Market Analysis

Senior Director, Live Streaming E-commerce Division

Shanghai Duoyi Furniture Co., Ltd.

Feb 2022 - Present (3 years 6 months)

Managed the company's Live Streaming E-commerce Division across multiple platforms, improving Douyin category ranking from #21 to Top 8 with 1440% YoY growth. Established new live streaming operations on Tencent Video Account, JD.com, Pinduoduo, and private domain platforms from scratch.

E commerce Strategy Team Management Performance Optimization Market Expansion

Group Head of Live Streaming E-commerce

Mairen International (Hong Kong) Co., Ltd.

Sep 2020 - Present (4 years 11 months)

Built the live streaming management system from 0-1 and formed the team, enhancing organizational operational efficiency and management level. Developed live streaming strategies across major platforms and achieved RMB 140 million in live streaming GMV within 90 days of joining.

Team Building E Commerce Operations Performance Marketing Partnership Management

Special Assistant to CEO / General Manager, Beauty Division

Nice Live Agency

May 2019 - Present (6 years 3 months)

Assisted the CEO in building the management system from 0-1, transitioning to centralized, standardized control and improving organizational operational efficiency. Developed a self-owned beauty brand, managing the entire process from product sourcing to sales and supply chain development.

Business Strategy Brand Development KOL Management

Founder

Hangzhou Yuexinghui Information Technology Co., Ltd.

Jan 2016 - Present (9 years 7 months)

Founded the first outdoor exploration theme travel brand in China, successfully obtaining the Zhejiang Innovation Project Dream Fund. Developed 20 light outdoor theme products and 81 original travel videos, achieving 45 million plays across 20 platforms.

entrepreneurship Content Creation Project Management

General Manager

Zhejiang Haxi Creative Home Co., Ltd.

Apr 2015 - Present (10 years 4 months)

Pioneered an Animated Home Solutions strategy for different age groups by leveraging global IP licenses. Established a cross-functional IP Operations Center and launched 4D Experience Stores, achieving 320% brand awareness growth within 7 months.

Brand Portfolio Restructuring Licensing Organizational Development Go To Market Strategy

Deputy General Manager

Zhejiang Bailiyuan Industrial Co., Ltd.

Apr 2012 - Present (13 years 4 months)

Presided over the overall operations of the new brand KBNE, including brand building, product design, and sales. Restructured KBNE’s market positioning to focus on Tier 2–3 core markets and achieved 80% year-on-year growth in 2013.

Brand Management Product Design Sales Management Market Development

General Manager

JASONWOOD (Hangzhou) Co., Ltd.

Oct 2007 - Present (17 years 10 months)

Led JASONWOOD’s e-commerce market strategy, optimizing product, channel, and distributor development paths. Achieved ¥23 million revenue in H1 2011 and ¥5.62 million in single-day sales on 2011 Double 11, ranking among Top 100 brands on Taobao Mall.

E commerce Strategy Strategic Planning Team Building Sales Performance

National Sales Development Manager

L'Oréal (China) Co., Ltd.

Jun 1999 - Present (26 years 2 months)

Assisted the Sales Director in formulating annual sales strategies for Maybelline, Garnier, and Mininurse, developing nationwide channel expansion plans. Managed national counter image standards and beauty advisor training programs, achieving ¥2B sales for Maybelline in 2007.

Sales Management Market Share Growth