Bingjie Ying

Beverage & Instant Drink Category Operations Specialist & Livestream PM

Orchestrated category growth via advanced livestream and KOL/KOC strategies, delivering 52% QoQ and 150%+ YoY growth.

• Category Strategy:Designed 0-1 operational frameworks for a new e-commerce livestream platform by analyzing competitors, trending brands, and consumer behavior, while enhancing app functionality.
• Single Brand Strategy: Optimized livestream algorithms and patterns for key accounts like Nestlé and Yili, while curating high-quality KOL/KOC networks in the food sector; Onboarded trending brands from rival platforms, accelerating sales through strategic KOL/KOC collaborations.
• Incentive Program: Allocated resources to 23 brands, driving 80%+ QoQ growth and 5-10% ROI improvement through increased investment in livestreams, social media, and ads.
• Methodology Development: Established scalable livestream and category operation frameworks for team adoption.
• KOL/KOC PM: Built methodologies for branding solutions, aligning KOL/KOC accounts with large campaigns, promotions, and IP collaborations to maximize impact.

• Responsible for the operations and growth of categories in coffee/cereals/beverage products, a market size of 1 billion CNY.
• Trending Category Operation: Incubated domestic new brands in trending categories, achieving triple growth of GMV. For example, explored the tendency of specialty coffee by developing chain Cafés and independent specialty Cafés and baristas from offline to online during the COVID-19 period.
• Merchants Operation: Developed growth incentive programs of 12,000 merchants, achieving a 10% YoY growth in GMV, surpassing the overall category growth.
• Product Operation: Collaborated with coworkers from the algorithm and product team to identify 270,000 trending products and 32,000 trending merchants, by intervening search traffic, launching tab and tagging, posting related videos in social media to boost trends.
• Big Promotion campaign: Responsible for 11.11 /12.12 strategy as a program manager, dividing promotion resources from the platform to drive business growth.

• Managed P&G's largest offline distributor, leading a team of 50+ people, driving 10% YoY growth for two consecutive years.
• Incubated new business initiatives by exploring Online To Offline mode during pandemic period, driving 200% YoY growth in new retail business, covering more than 20 retailers in key categories.
• Responsible for the growth of the feminine hygiene category as a category PM. Designed a 6-month sales promotion competition for 20+ branches, covering 549 sales representatives, achieving 108% YoY growth.
• Increased market share of feminine category by leading sales team to sell in convenience stores of 8 potential county-level cities, achieving 110% sales growth.