Xiyan is the Head of Tmall Product & Content Strategy, Taobao & Tmall Group Brand Business Development Center Business Growth. She has been immersed in brand marketing and consumer research field for many years. 

She joined Alibaba in 2016, responsible for providing brand strategy service, taking part in designing Tmall's Twin Driver Business Model, and launching brand's digital content marketing methodology in 2022.

Before joining Alibaba, she has worked in top research consulting firms like Kantar and Ipsos, cooperating with all kinds of top consumer brands and accumulating a wealth of experience in new product marketing, brand communication, consumer behavior research.