New Channel Management Special Projects Designer
From 2008 until 2009, Ziui worked in the New Channel Management Department within the LINING sporting goods corporation. Her role was as a Special Projects Designer in the Mini Shoe Store, which within the LINING brand targets a younger generation that is more inclined towards a fashionable image than the majority of China. Her responsibilities involved creating a unique brand-image for multiple shoe stores, working within a prescribed budget, and engaging the online community awareness of LINING’s shoe store.
Primarily the conceptual idea involved the use of a set of postcards displayed at opening events. Each postcard matches a pair of shoelaces of the same color and relates the color to a personal story from the brand.
In addition to the Mini Shoe Store projects, Ziui has worked with the LINING Digital Marketing Department to plan and direct an online event for multiple shoe stores. At the end of the event, the brand received an increase of over 200,000 new page views while operating on a ¥70,000 / $10,000 budget. Overall, her work on the visual merchandising standard not only covered the essential needs of the company, including the creation of posters guidelines, the display of the company’s core brand values in merchandising, and the development of gifting policies for customers after their purchase, but also impacted more than 1000 of LINING’s Mini Shoe stores.