Ellis

Xianyu Group (HK) · DESKY (Mfg & Trade Original Brand)

Wealth Excel

Apr 2016 - Jan 2026 • 9 yrs 9 mos

Subsidiary General Manager — Xianyu Group (HK) · DESKY (Mfg & Trade Original Brand) Nov 2019 – Dec 2025 Ergonomic Health Space · Consumer Electronics · Smart Hardware · Team: 27 | 80% Overseas / 20% Domestic Translated Group strategy into BU OKRs; led annual business planning and quarterly execution roadmaps. Built & optimised org structure, department-level OKRs, cross-functional SOPs; oversaw product, marketing, brand, channels, and operations. Product & Supply Chain: Led product lifecycle from concept to mass production—market analysis, design direction, structural engineering, smart-module specs, material selection, BOM optimisation, tooling, production; evaluated self-owned factory R&D and supplier ecosystem. Brand & Marketing: Operated full owned channels (domestic platforms, DTC website, Kickstarter/Indiegogo, paid media, social media, private-domain communities); built channel matrix with external media/store clusters/offline retail; implemented VI/CI/SI brand system, brand-house, and real-time reputation monitoring. Digital Transformation: Spearheaded AI and digital-intelligence integration across manufacturing, marketing, and user data. Expanded offline presence in Shanghai, Beijing, Australia/NZ, Tokyo, Los Angeles; designed Group factory exhibition strategy