Cui Shi has more than ten years of experience in consumer insight and product innovation and incubation, including 7 years in P&G and 2 years in Yili. She is currently the head of strategic management and a senior research expert of Dong'e Ejiao. At the same time, Cui Shi is also a pharmacy PhD. She holds a doctor's degree in pharmacy from Peking University. Last year, she has led the incubation of a new oral beauty brand Chinelle (Dong'e Ejiao) with series products designed for this market, and launched the 1st SKU in Nov2019.