29CM ORIGINAL CONTENTS
Project Context
29CM, as a media commerce platform, needed to strengthen its position by offering brand partners high-performing promotional content while maintaining a unique and inspiring experience for customers. When I joined, the team suffered from low productivity, inefficient workflows, and unclear content hierarchy.
Strategy & Direction
To transform the creative organization into a true growth driver, I restructured the content hierarchy and categorization, eliminating formats that failed to deliver efficiency or impact. Content was divided into two clear streams:
Original Editorial Content: high-quality, story-driven features that elevated brand equity and inspired customers.
Commercial Scalable Content: performance-oriented assets designed to maximize GMV.
I also established a data-driven review system, integrating GMV, PV, and conversion rate analysis into monthly creative reviews with sales, editors, and designers. This cross-functional approach aligned content more tightly with business outcomes.
Planning Intent & Execution
Introduced measurable productivity frameworks to identify and eliminate low-performing content formats.
Pushed for sharper product curation with MDs, more distinctive storytelling concepts from editors, and higher design sensitivity from visual teams.
Led the reorganization of team structure and workflows to ensure both creativity and scalability.
Revamped the thumbnail system to directly improve conversion performance.
Role
I set the strategic direction, redesigned content operations, and led the cross-functional reviews that held the organization accountable to both creative quality and commercial results.
Results
Achieved a 20% increase in production efficiency and a 25% boost in conversion rate.
Significantly improved brand partner satisfaction through clearer differentiation of content formats and measurable business impact.
In quarterly BIS (Brand Index Survey) results, 29CM ranked #1 in content likability compared to all competitor platforms, proving the success of our creative transformation.