He started his business in Shenzhen in 1999 and has stayed in brand positioning and design ever since. Over these 20-plus years he has witnessed Chinese chain brands grow from nothing into a major force. To him, a brand is not a VI package and a chain is not a set of drawings. A brand is accumulated consumer trust; a chain is a repeatable business system. That is his most fundamental judgement of this industry.

In projects he believes in two words: steady and practical. From strategy to planning, everything moves step by step — no skipping, no shortcuts. Positioning must be precise, strategy must be real, planning must be executable. A brand is like a tree: first the roots, then the growth. As he puts it: choose a trade, stay in it, and do it well.

Selected work:

Xinhua Bookstore · Zhiya Classmate (brand creation & positioning)
Tianfu Convenience Store (brand strategy diagnosis & upgrade)
Dong'ai Noodles (brand positioning & creation)
Zhongye Aimin (brand strategy diagnosis & upgrade)
Mian Shan Shan (brand positioning & creation)
Yi Fa Tang Head Therapy (brand diagnosis & upgrade)
Uncle Li (Nanchang rice-noodle brand diagnosis & upgrade)

He entered the industry in 2004 and has never left.
He has lived through — and taken part in — the twenty years in which Chinese chain brands grew from a seedling idea into a major market.
He has led over a hundred chain projects — from brand strategy, cultural origin, naming story, packaging and visual symbols to VI systems, SI store design and marketing execution — controlling every step and every detail.
He is almost stubborn about output. A logo one degree off — no. A store flow that does not run smoothly — redo it. Materials and lighting out of tune — start again. It is not fussiness; it is knowing that chain brands usually fail on exactly these details. He has always believed a brand is accumulated trust and a chain is the power of a system. Trust plus system is what lets a brand travel far and scale wide.
Refinement is not a slogan — every project must stand up to repeated scrutiny. Excellence is not a style; it is the standard.
Every trust is returned with care. Every deliverable is refined with precision.
Helping clients realise their dreams — and feeling proud of it — is the shared mission of him and begooo Creative.

Selected work:

Xinhua Bookstore · Zhiya Classmate (brand positioning & system creation)
Tianfu Convenience Store chain (7,100+ stores; brand strategy diagnosis & upgrade)
Mixue Bingcheng (4th-generation brand upgrade, VI + SI creation and roll-out)
Zhongyi Auto Plaza (brand image strategy / VI system design)
Hong Kong Princess Group (full brand visual system creation)
Renzheng Pharmacy (400+ stores; brand design)