用户洞察
Consumer Insights
I turn cultural signals, shopper behavior and unmet needs into clear opportunities for brands and categories.
Jiaying Chen · Shanghai
Hi, I’m Jiaying Chen — an innovation strategist working across brands and platforms, and now building with AI. Sporty in spirit, tender in how I see people, and curious about what comes next.
Capabilities / 04
HOW INSIGHT BECOMES momentum.
Scroll to unfold
产品开发
New Product Development
I translate promising need states into product concepts, propositions and launch plans people immediately understand.
品类增长
Category Growth
I build growth systems connecting demand signals, portfolio choices, resource allocation and continuous learning.
即时零售策略
O2O Strategy
I design O2O strategies around how demand happens, aligning platform, merchant, product and conversion actions.
Selected product work / 2022—2023 · Click an object
GIVING shape TO NEEDS NOT YET NAMED.
BEING AN AI BUILDER.
Movie Soundtrack Finder
- Film research
- Emotion search
- Music data
Resume and experience
My career has moved outward—from shaping products, to building retail propositions, to growing categories at platform scale. Each step has taught me to hold the detail and the larger system in view at the same time.
Work Experience
FROM PRODUCT DETAIL TO PLATFORM scale.
Work Experience
Alibaba Group · Taobao Flash SaleMerchandise Strategy & Operations
Drive instant-retail category growth through search-funnel, net GMV and first-purchase segmentation; built AI-enabled workflows for category diagnosis, SKU governance, merchant coverage and subsidy allocation.Grow instant-retail categories through assortment, merchant coverage, SKU governance and subsidy allocation.
Alibaba Group · Freshippo (Hema)Category Strategist · Merchandise Strategy & Operations
Planned seasonal assortments and an outdoor-lifestyle retail proposition across assortment, visual merchandising and integrated marketing; translated five consumer occasions into pricing, inventory and launch plans.Built seasonal assortments and an outdoor-lifestyle proposition across merchandising, pricing and launch planning.
Genki ForestProduct Manager
Managed 10+ beverage launches from 0–1 across milk tea, juice and sparkling drinks—from consumer insight and concept development through sales strategy, commercialization and cross-functional execution.Led 10+ beverage launches from consumer insight and concept through commercialization.
Selected Internships
LEARNING TO frame THE RIGHT PROBLEM.
Selected Internships
Trip.com Group · ProductProduct Manager Intern
Improved travel-content discovery through UI iteration and intent-based recommendations, increasing average scroll depth by 18% and UV click-through by 13%.Improved content discovery through UI and recommendation iterations, lifting scroll depth 18% and UV CTR 13%.
Boston Consulting GroupBusiness Analyst Intern
Mapped IPMS process pain points through 50+ stakeholder interviews and supported a future-state workflow for a mobile telecom client.Mapped process pain points through 50+ interviews and helped shape a future-state workflow for a telecom client.
A.T. KearneyBusiness Analyst Intern
Assessed Vietnam market entry for a Chinese automotive client across regulation, value chain and competitive positioning, reviewing 100+ policy measures.Assessed Vietnam market entry across policy, value chain and competitive positioning.
Education + Skill
TRAINED TO READ NUMBERS, CULTURES AND context.
Education & Qualifications
University College LondonMSc Management · Business Analytics
Business analytics, innovation and structured decision-making; built a Xiaohongshu creator account with 200+ posts and 500K+ impressions.Business analytics, innovation and structured decision-making.
Shanghai International Studies UniversityBA Vietnamese Language & Literature
GPA 3.74/4.0 (top 5%), four university scholarships and an Outstanding Undergraduate Thesis; six months’ living experience in Vietnam.GPA 3.74/4.0 · Top 5% · Four scholarships · Outstanding Undergraduate Thesis.
Skill
- Instant retail strategy
- FMCG product management (0–1)
- AI-enabled analytics
- Brand partnerships & merchandising
- E-commerce & GMV growth
- Cross-functional leadership
- Supply-chain collaboration
- English · Vietnamese
Shanghai · Open to thoughtful conversations
LET’S MAKE THE NEXT move.
Consumer insight · Product innovation · Growth strategy
31.2304° N / 121.4737° E
Shanghai · China
From signal to action.
Hi, I’m Cici.
My work starts with the moment before an idea becomes obvious: a shifting consumer habit, a detail on the shelf, a seasonal scene, or a platform signal that points to a new opportunity.
Selected work / route index
Three stages
01Near-field retail 2024—
02Category growth 2023—24
03Beverage launches 2022—23
01 / Selected work
Signals moved into market.
Selected work across instant retail, new retail, and consumer products. The framework intentionally excludes unconfirmed business metrics.
Building Growth Models for Near-field Retail
Signal → platform-scale opportunityI developed brand-cooperation and product-selection strategies for instant retail, aligning merchant, brand, and platform needs around higher-converting near-field shopping moments.
Context and role
ContextInstant retail is not only a faster channel. It asks brands to rethink product fit, local merchant operations, exposure, investment, and conversion efficiency together.
RoleMy work spans cooperation-model design, product-selection logic, platform growth levers, and investment planning across brand, merchant, and platform goals.
Turning Seasonal Scenes into Category Growth
Signal → merchandise decisionI converted consumer scenes and seasonal signals into non-food category plans, connecting trend insight, product structure, online and offline resources, supply-chain cost work, and launch execution.
Context and role
ContextNon-food growth in new retail depends on reading scenes before shelves: what people are doing, which season they are entering, and which product set can feel timely, useful, and easy to buy.
RoleMy work included category analysis, seasonal consumption scenarios, product launch processes, assortment structure, procurement coordination, operational follow-through, and business planning.
From Consumer Signals to Beverage Launches
Signal → product in marketI translated consumer insight and market analysis into beverage concepts, launch strategy, e-commerce execution, channel feedback, brand storytelling, and product iteration.
Context and role
ContextIn fast-moving consumer goods, a good idea needs to hold up across several transitions: from insight to formula, formula to shelf, shelf to channel performance, and performance back into the next product decision.
RoleMy scope covered product incubation, competitive analysis, product refinement, launch planning, e-commerce content, channel feedback, and mature-product iteration.
02 / Field notes
Judgments I return to.
Four working beliefs drawn from product, category, and consumer-facing decisions.
Good products help people begin.
A good product is not a bundle of features. It understands the user’s body, emotions, and relationships—and turns unspoken hesitation into enough safety to take action.
Value for money is not low price.
Value is designed when users understand why something is worth buying, channels have a reason to sell it, and the brand can still build long-term equity.
Design for the state after the sip.
Beverage innovation begins with the physical and emotional state a person wants next: refreshed, awake, lighter, restored, or cared for.
Packaging is an information order.
Packaging is not decoration. It decides what a person sees first, what they understand, what they trust, and what they remember before a choice is made.
03 / Route
The path behind the work.
Five chapters that changed how I understand people, products, categories, and growth.
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Taobao Flash Sale / Ele.me Brand, merchant, and platform fit
My work expanded into brand cooperation, product selection, merchant needs, platform growth levers, and near-field retail.
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Hema Scenes become merchandise strategies
My work connected consumer scenes, seasonal planning, launches, assortment, procurement, supply chain, margin health, and online and offline execution.
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Genki Forest Product ideas become launches
I learned the full path from consumer need and product concept to selling-point language, e-commerce execution, channel feedback, and iteration.
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University College London Structured analysis for markets and decisions
Management and business analytics gave me a structured base in markets, customers, operations, innovation, decisions, and risk.
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Shanghai International Studies University Cross-cultural observation
Studying Vietnamese language and living in Vietnam helped me notice how culture, language, and everyday context shape behavior.
04 / Off trail
Still moving. Still observing.
A personal field log for movement, outdoor attention, photography, and experiments.
The body notices what the desk misses.
Outside work, I return to movement and the outdoors. They reset my attention and bring me back to small details that are easy to miss when everything moves too quickly.
I also keep a living archive of landscapes, travel traces, desk scenes, sketches, scans, and experiments with AI, Figma, and the web.
Move / Badminton + trainingLook / Outdoors + photographyMake / Illustration + webListen / Piano
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05 / ContactNext route / Open
Have a signal worth moving?
Let’s turn it into something real. I’m interested in thoughtful conversations around consumer products, category growth, brand–platform collaboration, and creative experiments.