Yao Lan Email & Phone Number

Beijing, China

Undertaking and implementing projects for automobile 、culture and tourism industry clients. Service content includes integrated marketing communications, user content operations, car club operations, TVC production, and more.

Beijing City, China

·Overall coordination of content operations for the tourism channel, responsible for user traffic.Built a content supply pyramid consisting of UGC production , PGC columns,official columns,and continuously released special content based on hot topics. Led the team to exceed traffic KPIs (110%-120%) for multiple years.Simultaneously, all 9 official columns achieved commercialization. Among them, 'Outdoor Geek' which focuses on outdoor enthusiasts, achieved over 5 million yuan in revenue within three months of its launch and garnered a high-engagement fan group over 500 people.·Overall coordination of content marketing strategy and monetization strategy for the entire channel. Integrated marketing within the culture and tourism industry.During tenure, launched marketing cases such as the opening of Chimelong Water Park, brand promotion of several destinations belong to OCT& Yunnan Wentou，directed promotion of the HKTB in the Guangdong-Hong Kong-Macao Greater Bay Area, Singapore Makeup Art Grand Parade, and other culture and tourism industry marketing cases, annually assisting the company in obtaining tens of millions of yuan in tourism industry marketing expenses.Integrated marketing for KA customers. Upgraded culture and tourism content into scene-based marketing resources for co-branding campaign, such as: 'the first Paimo eco-roadtrip' (BYD exclusive sponsorship), 'Amazing China National Park' (Honor smartphone exclusive sponsorship), 'WeiZhi Kitchen' (Panasonic exclusive sponsorship), 'The Most Beautiful Homestay'(partners include FAW-Volkswagen, GAC Toyota, BAIC Changhe),' Outdoor Geek '(partners include Baojun, GAC Toyota, Hyundai Beijing), etc. Each year, assisting the company in obtaining tens of millions of yuan in brand marketing expenses.·Deep connections in culture and tourism industryrich resources in domestic and foreign tourism boards, destinations, hotels, travel agencies, airlines, tourism KOLs, etc.

Beijing City, China

·Brand Marketing PlanPlanning and executing online and offline brand events. During tenure, fully organized the "Baidai Travel APP" press conference, more than 30 media attended, resulting in over 150 pieces of news coverage and leader interviews disseminated across the entire network.·Media CollaborationPlanning and executing content collaborations with media in the travel-related field.·Content OperationsPlanning and executing program collaborations on live streaming platforms, and launched the official website of the APP.

Beijing City, China

As a founding member of the Netease BoBo live streaming community, participated in the entire incubation process. Grew the registered user base from 0 to 85 million, with monthly active users surpassing tens of millions and tens of thousands of active broadcasters.·Content OperationsFor platform broadcasters, developed growth paths for active broadcasters, guiding them from novice broadcasters to mid-tier and top-tier broadcasters. For dormant broadcasters, implemented reactivation strategies to increase their content engagement and gradually introduce growth paths for active broadcasters. Invited external KOLs and celebrities to join, besides their self-produced content, launched special programs for them.For viewers, after multiple version tests, optimized page visual effects, content recommendation logic, and interaction display effects. Developed user growth incentives and regularly launched platform activities and recharge discounts, effectively increasing user retention time, interaction rates, and consumption scale.·Platform Event OperationsLaunched platform-wide activities, high-frequency small-scale activities, and annual large-scale activities based on current trends and platform big days, greatly enhancing user engagement and consumption.For example, during the 2014 FIFA World Cup, launched the 'World Cup Beauty Contest', Within a month, through dozens of PKs, achieved a multi-million-level revenue target with activity traffic exceeding hundreds of millions.·Innovative Business IncubationIncubated a mobile live streaming product, the industry's first mobile live streaming product, and launched a special live streaming program called 'Amazing World ' ,invited travel KOLs as seed users for internal testing.

Beijing

·Led the planning and execution of major projects for the travel channel. Projects include the Snow Breweries Ancient Architecture Photography Contest, Yanghe Wetland Cultural Exploration Tour, Yili Tianma International Tourism Festival, OTC Experience Tours, 'Rock on the Road' series program, etc.·Top-tier users operation of the travel channel. Leader of the ‘NetEase Travel Experience Club’which gathered over a hundred travel KOLs to continuously produce content on three platforms: NetEase Blog, NetEase Travel, and NetEase Weibo. Simultaneously, packaged the resources of the club to attract investment from B2B/B2G clients, leading to over ten tours and generating revenues of millions of yuan.·Product operations for the travel channel. Served as the chief editor of ‘Easy Travel’online magazine. In addition to the PC platform, also completed the launch and operation of the ‘Easy Travel’APP. ·Expanded industry relations. Led teams to cover the large-scale industry exhibitions such as CITM, CIBTM, ILTM, etc, accumulating rich culture and tourism industry resources.

Beijing, China

Responsible for daily website content maintenance, conducting interviews, creating original content, planning and executing key operational projects, and leading the production of special reports for national key promotional projects.