Product messaging
Clarify key benefits, prioritize claims and develop a consumer-facing message.
DORA / INDEPENDENT BRAND & CONTENT STRATEGIST
Make your product
make sense in China.
Chinese product messaging, creative copy and Xiaohongshu content strategy.
Based in Qingdao. Available for remote, project-based collaboration.
WHAT I BRING
A product perspective.
A creative background.
I’m Dora, also known as 阿锦. My experience spans creative copywriting at Publicis and Huanshi Interactive in Shanghai, followed by seven years in brand marketing at Yeelight, a smart-lighting brand in the Xiaomi ecosystem.
I help turn product information into a clear reason to choose: a messaging direction, a memorable concept, Chinese copy, and content that fits the audience and channel.
I work through English email and written collaboration and can participate in everyday spoken discussions. For formal English presentations, we can agree on a suitable format and support in advance.
WAYS TO WORK TOGETHER
Chinese creative copy
Product concepts, naming directions, taglines and product-page structure.
Xiaohongshu strategy
Content pillars, post ideas, Chinese copy and creator briefs for the China market.
PROJECT WORK
01 / SMART HOMEA technology,
A technology,
translated into a feeling.
For Yeelight’s skylight product, the concept 雨霁蓝 connects a technical feature to a familiar experience: a clear blue sky after rain. The message became a shared reference for product copy and creator briefs.
Read the case in Chinese ↗
02 / BEVERAGESStart with the person
Start with the person
who would choose it.
For 茗黄红, I developed a messaging direction around caffeine-sensitive consumers and structured product values into a coherent narrative. Client-supplied product pages show how parts of the proposed messaging were applied.
My scope: strategy and copy proposals. Visual design was supplied by the client; sales impact has not been established.
Read the case in Chinese ↗
03 / CHILDREN’S CLOTHINGA small detail.
A small detail.
A story worth sharing.
A horse-shaped pocket became the creative starting point for a Lunar New Year clothing concept. The idea was translated into simple creator actions: show the pocket, touch the mane, and place a red envelope inside.
Read the case in Chinese ↗PERSONAL ACCOUNT / AI-ASSISTED OPERATIONS
Hands-on content.
AI-assisted operations.
Alongside my smart-home content practice, I run another personal Xiaohongshu account using a semi-automated, AI-assisted approach. I also operate its shop and have completed sales.
From 20 December 2025 to 18 January 2026, the account recorded 107,000 impressions, 15,000 views and a 14.1% cover click-through rate. In a separate shop reporting period, 6 March to 4 April 2026, the dashboard recorded 8,499 total visitors, 379 product visitors and 30 paying buyers, with a reported payment conversion rate of 7.92%.
Historical personal-account results. The shop conversion rate follows the platform's metric and is not calculated against total shop visitors.
View the records in ChineseA CLEAR START
One brief.
A defined scope.
Share your product information, audience, target channels and timeline. We can define a focused deliverable and agree on scope, revision rounds and fees before starting.
I’m particularly interested in smart home, consumer technology, lifestyle, and consumer brands looking for thoughtful Chinese messaging and content.
LET’S TALK
Let’s make your brand
clear in China.
Tell me about your product, target audience, scope and timeline.
zhangying910326@gmail.com ↗WeChatScaleWithMe