We recently connected with Yunlin Liang and have shared our conversation below.

Yunlin, looking forward to hearing all of your stories today. Let’s start with what makes profitability in your industry a challenge – what would you say is the biggest challenge?

I work in retail here in China, doing what I love. But, you know, it’s not always smooth sailing – there are challenges ahead that keep me on my toes. Right now, the major challenge we’re dealing with is bringing traditional retail into the digital age.

China is a big player in the global e-commerce scene – we’ve got the biggest market and scale. Online shopping hubs have an extensive reach without the hassle of physical store costs. It’s a profit perk that usually means lower prices for customers.

Post-pandemic, shoppers in the retail scene are being practical and value-driven. That’s where e-commerce shines with its pricing advantage. Many businesses are jumping into online sales, hoping to grab a piece of the action. Traditional shops are getting pulled into this price showdown. But here’s the catch – running a physical store is pricey, and dropping prices hurts the pockets of those offline stores big time.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I earned my bachelor’s degree in New Media Communication, driven by a sincere passion for advertising and communication studies. However, post-graduation, I chose not to follow the conventional path of joining major internet giants like Tencent or TikTok. I recognized that to craft impactful advertising or successfully launch a product in the market, I needed an in-depth understanding of two crucial elements: the product itself and its user base. Therefore, I decided to enter the retail industry, delving into product sales, user profiles, and customer preferences to lay the groundwork for market understanding.

Currently, I serve as the Marketing Planning Manager at a tech retail company in China. Through collaborative teamwork, we’ve attracted 50 million members and achieved an impressive 5 billion RMB in online sales in 2023. Recognized as an outstanding management trainee, yearly top performer, and creative pioneer, I’ve garnered attention from the company’s leadership, leading to significant development opportunities.

In this role, I’ve discovered some hidden talents. This year, through adept negotiation skills, I successfully secured close to a million RMB in sponsorship from a rival company. Additionally, I innovatively established a new business circle model within the community—a friendly eco-commerce circle. I’m truly grateful for this job that is both challenging and enjoyable, and I appreciate the company’s investment in my professional growth.

Can you share one of your favorite marketing or sales stories?

One of the most thrilling marketing campaigns I’ve planned was a collaboration between a traditional department store and a nearby shopping center. At that time, China was grappling with a severe pandemic, and the government advised citizens to minimize outdoor activities. Consequently, foot traffic at the shopping center took a significant hit. In contrast, customers at the traditional department store, potentially due to fostering strong relationships with sales representatives or store managers, exhibited higher loyalty.

However, a major challenge for the department store was its architectural layout, lacking the spaciousness of a shopping center to meet customers’ experiential needs. To better attract customers for in-store shopping during the pandemic, we strategically collaborated with the shopping center across the street. I named the collaboration theme “Hi, Neighbor, Come Over,” allowing our department store customers to enjoy additional experiential services at the shopping center while providing exclusive discounts on department store goods for shopping center customers. This collaborative initiative achieved significant success.

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

I consider this a profound field of study. In my opinion, an effective approach involves actively safeguarding and expanding customer rights. Additionally, continuously upgrading customer service, emphasizing the delivery of emotional value, and ensuring robust post-sales support are key. Simultaneously, as we enter the digital era, we need to use digital tools judiciously, conduct a comprehensive analysis of the membership structure, and formulate corresponding membership operation strategies.

Image Credits
Yunlin Liang