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2 Dec

Former Lazada Executive Jessica Liu Joins Shein

SHANGHAI — Jessica Liu, former copresident of the Alibaba-owned e-commerce platform Lazada Group, has joined Chinese fast-fashion company Shein as its vp of world brands operation, in keeping with a Shein LinkedIn post.

“Jessica brings wealthy experience within the e-commerce sector across global markets and we stay up for having her join the Shein growth story,” wrote the Shein announcement.

In response to Liu’s LinkedIn page, she joined last month and relies in Singapore.

Liu joined Lazada Group, Alibaba’s Southeast Asia arm, in February 2020. In 2021, she took on the role of chief executive officer of Lazada Thailand. She left the position in June 2021 “to spend more time together with her family,” in keeping with the corporate.

Before joining Lazada, Liu spent seven years at Alibaba, first as manager of Tmall’s footwear, sportswear and apparel business, then as general manager of Tmall Fashion and Luxury. In 2017, she led the Tmall Luxury Pavilion project, a platform inside Tmall for luxury and fashion brands.

Liu pitched the Luxury Pavilion as luxury players’ “second homepage.” Greater than 45 brands — including Burberry, Hugo Boss, Guerlain and La Mer — signed up in the primary yr of the launch.

During this yr’s Singles’ Day, greater than 200 brands — including Chanel Beauty, Hermès Beauty, brands from luxury conglomerates LVMH Moët Hennessy Louis Vuitton, Kering and Richemont — participated in the web shopping festival.

In 2018, she curated the inaugural “China Day” project during Recent York Fashion Week, helping 4 Chinese brands — Li Ning, Peacebird, Chen Peng and Clot — generate global recognition.

Liu began her profession in publishing on the state-owned China Machine Press. She joined Amazon in 2005, a yr after the U.S. e-commerce giant entered China via the acquisition of Joyo.com, an internet bookseller.

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