Fan Lu

Fan is a Head of Strategy Projects at ChoZan and Alarice. She helps brands to stay on top of the most recent trends and consumer sentiment in China. She also specializes in insights related to Chinese outbound travellers. At Alarice, Fan developed China marketing strategies for brands in jewelry, cosmetics and skincare, luxury, maternity and infant care and more.

As an experienced China digital marketing trainer at ChoZan, Fan has trained multinational clients about emerging consumer groups and how to stand apart from their competitors in China’s digital space. Fan’s knowledge is hugely beneficial for any brands in consumer goods categories. 

Fan also has experience leading consultations about private pools, KOCs and closed communities in China. Fan is fluent in English and Mandarin Chinese.


Jewelry, skincare, luxury, maternity and infant care 

Modern Chinese consumers and their journeys 

Content strategies on WeChat, Weibo and RED

E-commerce entry in China and marketplace management

Private pools and communities






How do you keep up to date with the Digital Marketing Trends in China?

I work on strategies, campaigns and social media management projects daily. I am always catching up with trends, cases and insights about Chinese digital marketing, and have the opportunities in executing them. I get my insights and predictions based on direct research with consumers and big data. Being a native Mandarin speaker, I have direct communication with major platforms, media, influencers and other marketers. I also keep acquiring my knowledge by subscribing to publications and constantly reading about cases, analysis and predictions from professional sources.

Why should I hire you as a trainer?

I was born and raised in mainland China, so I have a native understanding of multiple facets of China, including the society, culture, sentiment, and audience. I have 7 years of overseas studying and working experience and 2 years of experience in my current position directly dealing with international clients. I also have first hand research experience on consumers and markets for different industries and have developed marketing strategies for brands in various industries.

How will you prepare a training curriculum for my team?

I will customize your curriculum according to your outcome, existing knowledge and performance.

The following is the workflow process:

  1. Communicate and understand the purpose and outcome of your training.
  2. Send outline for approval of the training flow and the topics to be covered (you can also send me a list of questions that need to answered/covered in advance).
  3. Confirmation of the outline.
  4. Send out the key takeaways to your team for your reference on or after training.

What if my team has questions after training?

Each training includes a 15-minute Q&A session in which you and your team can ask me questions related to the topic of the training as well as the content delivered. You can also send me the list of questions via email after the training in case you need more time to prepare your questions. Additional consultation can also be considered if you run into questions during execution.

What materials do you need from us for the training?

Before the training begins, I will send you a digital form to inquire about the details of the training and the learning needs that you and your team are looking for. The basic information I need from you includes your company background, your team’s profile, your previous experience with China digital marketing, the topics of your interest, and most importantly, the pain points and the outcomes that you’re looking for. I may ask for additional information after our first phone call.


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