Intelligence Driven · Marketing Upgrade – Embracing Challenges and Opportunities, WANG Lei Advances Fearlessly
HU Yanyan
January 2025
In this era of rapid change, advanced technologies such as big data and cloud computing are profoundly transforming the landscape and trends of the consumer market at an unprecedented pace. The integrated application of these technologies not only brings more personalized and immersive shopping experiences to consumers but also prompts marketing to shift from focusing on product highlights to deeply addressing consumers’ real needs and emotional experiences. This transformation marks the entry of marketing into a new era, the era of smart marketing. Smart marketing cannot be achieved without the dual drive of “creativity + technology.” Creativity is the key to touching consumers’ hearts and resonating with their emotions; technology is the cornerstone for achieving precise marketing and enhancing user experience.
Faced with the ever-evolving marketing concepts and approaches, how to skillfully combine creativity and technology to become another powerful tool for brands to succeed in the market? This is the field that WANG Lei, a well-known expert in smart marketing in China, has been deeply involved in. WANG Lei believes that the core of smart marketing lies in understanding and meeting consumers’ deep-seated needs. Through data analysis, personalized recommendations, and other means, the aim is to provide tailor-made products and services to consumers, thereby establishing a solid brand loyalty and driving sustained growth in sales performance.
Multi-industry Advancement, Boundless Marketing
WANG Lei’s career is full of legends. Since 2002, she has been involved in the advertising industry, serving as the General Manager of Qingdao Ruicheng Advertising Co., Ltd. for nine years. During this time, she accumulated rich industry experience and honed her keen business acumen and unique marketing strategies. In 2011, WANG Lei transitioned to the jewelry industry, taking up the position of Executive Director at Beijing Refor Jewelry Co., Ltd. Despite the large industry leap, she still achieved remarkable results with her profound understanding of the market and precise positioning.
In 2015, she joined Beijing Hoten Media Corp. (hereinafter referred to as “Hoten Media”) as the Chief Operating Officer (COO). When she first joined the company, it was a rapidly growing enterprise that urgently needed standardized management and strategic upgrading. WANG Lei quickly integrated and leveraged her professional advantages, re-planning the company’s operational regulations and annual work plans, and promoting the standardization and normalization of work processes, laying a solid foundation for the sustainable development of Hoten Media. Under her meticulous planning and execution, Hoten Media rapidly expanded its business scope, establishing in-depth cooperation with renowned domestic and international media platforms such as CCTV, iQIYI, and Tencent, providing high-quality brand communication solutions for hundreds of top domestic enterprises and Fortune Global 500 companies. WANG Lei also personally participated in and guided the planning and execution of several major projects, such as the 56-episode online TV series co-produced with Golden Shield, Dragon TV, and Tencent Penguin Pictures, as well as the incubation and production of the theatrical film “Fifteen Days”. These projects greatly enhanced Hoten Media’s brand influence and market competitiveness, creating significant commercial value for clients.
As the market environment and company needs changed, in the second half of 2019, WANG Lei led the strategic transformation of Hoten Media. She keenly captured the development potential of emerging businesses such as new media and MCN, driving the company to transition from a business model focused on production with auxiliary distribution to one focused on distribution with auxiliary production. This transformation solidified the company’s long-term cooperative relationships with premium brand clients such as Haier, Tsingtao Beer, and WALOVI, bringing new business growth points and opening up broad prospects for the company’s future development. During the critical period of the company’s strategic transformation, WANG Lei, with her outstanding coordination skills, ensured close cooperation and efficient collaboration among all departments within the company, breaking down departmental barriers and promoting the optimal allocation of resources. Additionally, she keenly captured the development trend of information technology and actively promoted the introduction of advanced information technology into the company. The introduction of these technologies significantly enhanced the company’s technical strength and innovation capabilities, enabling Hoten Media to provide clients with comprehensive, high-quality services from creative planning to production execution, resulting in significant improvements in production efficiency and work quality.
Technology Driven, Industry Upgrade
Faced with the rapid development of smart marketing and increasingly intense competitive landscape, WANG Lei did not indulge in existing technologies and resources but instead decided to personally engage in technology research and development. She keenly observed that with the continuous development of Internet technology, consumers’ behavior patterns and needs are becoming more diversified and personalized, and traditional marketing methods are no longer fully adaptable to this change. How to accurately capture market dynamics and implement efficient and personalized marketing strategies has become a major issue for many enterprises to address. WANG Lei harbors dual visions: on the one hand, she is eager to help enterprises effectively respond to market changes and significantly enhance marketing effectiveness; on the other hand, she is passionate about technological innovation and firmly believes that through technological innovation, more value can be mined for enterprises, promoting the leap of the entire industry.
It is this belief and determination that drove WANG Lei to independently develop the “Digital Integrated Marketing Service Platform Based on Internet V1.0”. This platform integrates intelligent writing and multimedia production functions, automatically generating diversified marketing content and customizing it according to the needs and preferences of different users. By integrating multiple media channels, this platform creates a comprehensive marketing experience for enterprises. Whether it’s social media, email, or search engine marketing, the platform provides strong support to help businesses increase brand exposure and user engagement. In addition, the platform supports automated marketing strategy execution, effectively reducing manual operations, lowering operating costs, and improving marketing efficiency and accuracy. It can also centrally manage customer information, including basic information, communication records, and purchase history, building a comprehensive customer view to help enterprises accurately understand customer needs and provide personalized services. The real-time monitoring function is another highlight of the platform, allowing enterprises to quickly capture market dynamics and user feedback. Through data analysis, it can quickly identify market trends and flexibly adjust marketing strategies, such as pricing, promotions, and advertising placements, ensuring that marketing activities are timely and effective, adapting to market changes and enhancing response speed and flexibility. It can be said that this innovative technological achievement integrates a variety of digital marketing tools and resources, providing enterprises with comprehensive, efficient, and flexible marketing services.
Smart Progress, Promising Future
In addition to developing innovative technological achievements, in July 2022, the national key research project “Research on Personalized Marketing Planning Based on Social Media and User Needs”, led by WANG Lei, officially commenced. During the one-year research period, WANG Lei delved into the characteristics of social media platforms and user behavior. Through extensive data analysis and field research, she gained a deeper understanding of user needs. By analyzing different social media platforms, WANG Lei found that each platform has its unique user group and cultural atmosphere, and enterprises need to develop corresponding marketing strategies based on these characteristics. In terms of user needs, she found that users’ needs are becoming more diversified and personalized, and they hope to receive products and services that are more tailored to their own needs. Ultimately, WANG Lei developed a series of personalized marketing planning solutions based on social media and user needs, which have achieved good results in practice, bringing considerable economic and social benefits to enterprises.
During the business competition of 2024, the growth in sales has become the golden standard for judging the success of enterprises. In this war without smoke, smart marketing is like an invincible blade, leveraging its advantages of precise positioning, efficient execution, and high personalization, quietly changing the landscape of the marketing field and leading enterprises to higher levels of growth. If maintaining work enthusiasm in a short period of time may rely on passion and impulse, then dedicating oneself to a particular industry for over two decades and continuously producing innovative results that drive the industry forward is undoubtedly the best proof of deep love for that industry. WANG Lei is just such an expert who has been deeply involved in the field of smart marketing for many years. Her story is a vivid portrayal of deep love for the industry. She has not only witnessed the full process of smart marketing from its inception to its vigorous development but has also personally participated in driving this transformation. It can be said that WANG Lei’s efforts and achievements have undoubtedly set an example for the industry, inspiring more people to forge ahead on the path of smart marketing.
