Zhengxuan Xing, Co-founder and CEO of Yeren Riji, has over 10 years of frontline experience in e-commerce and supply chain operations. He has led the creation of multiple viral bestsellers and million-level short video marketing campaigns, and is deeply versed in the synergy between content-driven commerce and consumer brand building. Under his leadership, Yeren Riji entered the “modern Chinese light food” category with its signature konjac dumplings and achieved RMB 300 million in revenue within just two years, becoming a benchmark brand in the space. He emphasizes real consumer needs, upholds long-term product strategy, and advocates for deep and lasting emotional connections between brand and users. He also operates the proprietary logistics brand Dadi Mima Cloud Warehouse, with a daily shipping volume exceeding 100,000 orders, providing a strong foundation for the brand’s continued growth.
In 2014, while still a sophomore in college, Zhengxuan Xing began his entrepreneurial journey by tapping into the rising wave of content creation on WeChat. This early move laid the groundwork for a content-first business mindset. By 2019, sensing major shifts in platform dynamics, he quickly pivoted with his team to Douyin (TikTok China), where he dominated the sweet potato vertical, ranking No.1 in sales for two consecutive years (2020–2021).
At the end of 2021, Zhengxuan made a bold leap into the pre-packaged food industry. His brand Yeren Riji rapidly delivered multiple blockbuster products with over ten million units sold—among them, Konjac Oat Chicken Breast Dumplings, Buckwheat Buns, and Low-fat Meat Swallows. By 2024, the brand had surpassed ¥300 million in annual revenue, with its konjac dumplings becoming the best-selling product nationwide. The brand also expanded offline, launching a notable co-branded line with Yuanji Yun Jiao.
From content to commerce, from online traffic to offline expansion, each shift demanded sharp strategic foresight and robust execution from the leaders behind the brand. Zhengxuan Xing will candidly share how he led Yeren Riji through multiple reinventions, how he translated content logic into brand strength, and how these transformations shaped both the business and his personal leadership journey.