Brands people pick
without thinking.

From 0 to
RMB 70M

Chi Forest · Product Manager · 2020–2022

Youkuang: Chi Forest’s first mineral water

Launching a premium mineral water from zero, in a category owned by long-established brands. People buy mineral water on trust in the source, so the whole product was built around a source that could be proven.

What was done

• Screened more than 200 water sources
• Secured certifications including Germany’s LFGB and SGS
• Led the product end to end, from definition to launch

Results

• 26bottles per store per day, against 18–21 for key competitors
• RMB 70M+in sales in 2022
• 3awards: iTQi three stars, A’ Design Gold, Monde Selection Gold

Subconscious lever · SimpleOne reason customers can believe beats ten selling points.

One calendar
11 countries

MIXUE · at Hua&Hua, Senior Brand Strategy Manager · 2022–2023

MIXUE: a marketing calendar for 11 countries

Helping a mass-market tea and ice-cream brand build habits overseas. The idea was to place the brand inside the days local customers already celebrate, so the same time each year brings it back to mind.

What was done

• Localised campaigns and slogans for Children’s Day, Dussehra, Halloween and Christmas
• Created the brand’s own “Mixue Ice Cream Day”
• Reworked in-store materials based on customer observation
• Launched seasonal products such as “Berry Sisters” and “Halloween Grape”

Results

• 2–3×store sales during festivals, peaking at RMB 50,000 per store per day
• +36%average store sales after the in-store changes (outside the rainy season)

Subconscious lever · RepeatedA day that comes back every year turns a brand into a habit.

Zero
pressure

MLILY · at Hua&Hua, Senior Brand Strategy Manager · 2023

MLILY: one word for the whole brand

A listed mattress company whose range had grown into smart beds, sofas, pillows and hotel rooms. The more it sold, the harder it was to remember. It needed one word that could hold everything.

What was done

• Introduced “Zero Pressure Life”, with every product under “Zero Pressure Technology”
• Wrote the 2023 brand strategy, with RMB 20 million planned for high-speed rail, billboard and city advertising
• Wedding slogan: “A hundred years of harmony with an MLILY wedding mattress”
• In-store offer: “Try it for 10 minutes, get a free pillow”

Results

• 1 wordacross mattresses, smart beds, sofas, pillows and Zero Pressure rooms
• RMB 20Mannual media plan built around that one word

Subconscious lever · One wordA brand can sell many things, but customers will only store one word.

Less is
+237%

Leasun Food · Brand Director · 2023–2025

Leasun Food: cut back, then grow

A food company with too many products, a brand customers couldn’t recall and a stretched supply chain. First cut what didn’t earn its place, then focus everything on the products that best carried the brand.

What was done

• Cut the range from 168 SKUs to 98
• Brand refresh: character IP, slogan and a new colour system
• Designed 38 New Year gift boxes
• Advertising in 30+ cities: 400+ buses, 40+ high-speed trains, 20,000+ elevator screens

Results

• +237%profit year on year, with revenue up 25%
• +168%New Year gift box sales, 46% of annual revenue
• +87.5%conversion on key products after the refresh

Subconscious lever · FocusCustomers can’t remember 168 products. They can remember one brand.

These projects were completed by our founder while employed at the companies named, before Singula was founded. Results are from each company’s internal reporting at the time. Brand names are trademarks of their owners, used here only to describe past roles. They are not Singula clients and do not endorse Singula.