About Me
A composite brand operator navigating between content, data, and AI. From NetEase Games to creative Western cuisine, from store management to brand system building — believing that great operations live at the intersection of creative intuition and rational data.
Skills
Experience
01 / Case Study
Nianba Cafe · 廿捌咖啡
Independent Coffee Brand Founder | 2022.04 — 2026.01
Background
Founded Nianba Cafe in Zhongshan Xiaolan in April 2022, named after the Cantonese pronunciation of the door number — 28 Guangyuan Middle Road. Entered the affordable coffee segment with 9.9 yuan iced americano, committed to "making a cup of good coffee accessible to locals." Completed the full chain from 0 to 1: brand creation, product R&D, store operations, and IP development.
Brand Evolution
Foundation
Seized the short-video local traffic wave, built founder IP through authentic and heartwarming daily store content, quickly broke even, and accumulated the first batch of loyal regulars.
Stabilization
Completed comprehensive upgrades to LOGO, store image, and product packaging. Iterated on beverage and bakery product lines, transforming from a traffic-driven model to a warm community coffee shop.
Innovation & Finale
As industry price wars intensified, proactively embraced AIGC tools for content output and daily operations. In the last 2 months before closing, used AIGC to give the brand a complete fresh look — a grand finale.
Signature Products
9.9 iced americano
"Life's Bitter Iced Americano"
Traffic driver with ultimate value, entering the affordable coffee segment.
Crispy Pineapple Bun
"Guangdong Provincial Bag"
Freshly baked daily with limited supply, high-repeat bakery item.
Latte Cafe
"The Latte Without Latte Art"
Focus on taste over latte art, returning to the essence of beverages.
Crispy Croissant
Regular / Extra Large
Self-developed multi-flavor, larger portion creating a distinctive memory point.
Business Model
Marketing Highlights
Founder Persona IP
Built founder IP through authentic, heartwarming daily store content, empowering brand communication and building trust & emotional connection.
Creative Product Naming
"Life's Bitter Iced Americano", "Latte Without Latte Art", "Guangdong Provincial Bag" — using humor to create viral memory points.
Brand Merchandise Ecosystem
Limited logo stickers, tumblers, caps, apparel, lens cleaning cloths — building brand lifestyle identity.
AIGC Brand Refresh
Proactively embraced AI tools in the last 2 months for a complete brand visual refresh — which became the starting point for subsequent AIGC workflows.
Key Takeaways
Complete 0-to-1 Entrepreneurship
Independently managed brand positioning, product R&D, store operations, IP marketing, and visual upgrades across the full chain.
Warmth of a Community Brand
Built local reputation through consistent quality and sincere service, without flashy decor or excessive marketing.
Meeting AI at the Finale
Proactively embraced AIGC 2 months before closing, using AI tools to give the brand a fresh look — which became the starting point for subsequent AIGC workflows.
Brand Manual
Brand Film
Nianba Cafe Brand Film Record
Brand Omnichannel Operations
orbit one Creative Western Cuisine | 2026.01 — 2026.07
Background
Took over orbit one omnichannel operations in January 2026. At the time: Douyin official account had 3,953 followers, posting 2 videos/month with 527 monthly plays; overall group-buy refund rate was as high as 88%; Xiaohongshu had 182 followers; Dianping page info was incomplete.
Store Revenue YoY Comparison
2026.1-7 vs 2025.1-7 | iN City Plaza Store | Before & After Takeover
Order Channel Structure
Delivery orders 388 → 3,627 (~8.5x), but 55%+ discount rate — high-subsidy volume stage
Payment Method Breakdown
Membership System
Member base grew but stored-value model weakened; group-buy → stored-value member conversion is the next direction
Operational Efficiency
Operation Highlights
Key Actions
Restructured Multi-Platform Content & Operations Rhythm
Unified tone and copy across 3 platforms. Douyin went from 2 to 85 videos/month, publishing 180 videos in 7 months. Xiaohongshu published 85 notes.
Built AIGC-Assisted Business Workflow
AI-powered efficiency across dish copywriting, campaign copy, visual references, and marketing materials — full-chain AI enhancement.
Seasonal Marketing + Data-Driven Review Loop
May: waterfall cheese duo meal tied to Labor Day holiday — refund rate dropped 88%→40%, redemption +237%. July: romantic duo meal exploded via KOL matrix — monthly intent GMV ¥1.14M, redemption ¥267K, +401% MoM.
Core Metrics
Platform Breakdown
| Platform | Metric | Value |
|---|---|---|
| Douyin (All Channels) | GMV | ¥296万+ |
| Redeemed | ¥82万 | |
| Visits | 4,782 | |
| Douyin (Official) | Followers | 3,953 → 5,851 (+48%) |
| Plays | 527 → 348,135 | |
| Dianping | GMV | ¥149万+ |
| Page Views | 62.8万 | |
| Purchases | 8,620 | |
| Avg. Spend | ¥214 | |
| Xiaohongshu | Followers | 182 → 278 (+53%) |
| Notes | 85 | |
| Impressions | 6.8万 |
Visual Materials
Storyboard Clips
AIGC Content Production Workflow
AIGC-Driven Brand Content Pipeline | 2026.01 — 2026.07
Background
Without a design background, spent half a year systematically learning AIGC, building a complete production pipeline covering copywriting → visual → video → Agent orchestration.
Tool Chain
Key Actions
Multi-Model Batch Copywriting
Dish copy, campaign plans, brand manual, bilingual translation — multi-model parallel production, several times efficiency gain.
AI Video Production
45-60 second animation video cycle reduced from 45 days to 15 days, 67% time compression.
AI Visual Asset Generation
Single image production reduced from 1-2 hours to 10-20 minutes, minor edits take only 5 minutes.
Coze Agent Orchestration
Data analysis, video editing, copywriting iteration, website building — Agent automated workflows.
Efficiency Gains
AI Video Showcase
6 AI-generated videos for orbit one brand content, created from Feb to Jul 2026.
Makoto Shinkai-Style Anime Trilogy · Feb
Miniature World Series · Jun-Jul
Zhangjiajie Joint-Venture Brand Output
orbit one Zhangjiajie Flagship | 2026.02 — 2026.07
Background
After validating the Shenzhen flagship model, launched the Zhangjiajie Dayong City joint-venture project in February 2026. As brand-side operations representative, this was a joint-venture (not franchise). The partner handled venue renovation and local operations; we output brand assets, menu system, and full opening marketing plan. Entirely remote.
Key Actions
Brand Manual Compilation
Brand story positioning, visual application standards, online operations SOP / customer review scripts / platform standards.
Opening Online Promotion Plan
Short video scripts (3 Jimeng versions), poster & group-buy copy, Xiaohongshu/Dianping articles, offline material content references.
Store Exterior + Glass Painting Material Design
Store exterior photography plan, glass painting material design, offline visual system output.
Capability Highlights
From Single Store to Brand Output
Validate first, then replicate. Shenzhen model validated, then systematically output to remote joint-venture.
Clear Delivery Boundaries
Output standardized plans, partner executes locally. Brand assets, operations manual, marketing plan — complete delivery.
Cross-Region Remote Collaboration
Documents, videos, design files reviewed remotely. Entire process completed online, zero business trips.
Deliverables
Brand Manual (25 pages)
Zhangjiajie Promotional Video
VI Design System
