Karl is the Head of Tmall Brand Power Institute (TBPI) of Taobao & Tmall Group Brand Business Development Center Business Growth. He has solid academic foundation and practical experiences in the field of consumers. He obtained PhD degree in mass communication, and has been deeply engaged in market research and consumer operation for more than 15 years.

He joined Tmall in 2012 and developed Tmall User Experience Management System (NPS), Consumer Operation Platform for Staff, Tmall Strategic Segmentation System 2.0, Digital Brand Power Model (NEO), etc. to support the digital transformation and upgrading of Tmall platform and brands.

Before joining Tmall, he worked for Kantar Group, providing market research consulting services for international and domestic well-known brands in the fields of FMCG, luxury goods, consumer electronics, finance, automobile, etc.