Boyce Yang, founding partner, eight years of brand rejuvenation consulting experience with pioneering perspectives on insights, strategy and marketing strategy and execution, has served LVMH, Nike, BMW, Pernod Ricard, L'Oreal Paris, Tmall, etc. He creates superb content by aggregating youth culture symbols, reaching over 6 million people on average per event.

On The Road Store is a comprehensive platform focusing on youth consumption decision-making, providing better consumption decisions and services for young people since its creation in 2014. With its strong content and symbol-making ability, it brings the "offensiveness" of subculture into mainstream stores, builds a core user community based on young users, continues to output correct consumption symbols and high-quality youth lifestyles, and continues to pay attention to the mobile next-generation pioneering young groups. In the past eight years, On The Road Store has developed rapidly, becoming an irreplaceable consumer decision influencer in the minds of Chinese millennials and a leader in the field of pioneering youth culture in China.