2021.02 – 2025.08
Wellcee
Marketing planning·Wellcee
- 80M+
- App downloads
- 400k+
- Instagram followers
- 90M+
- KOL views
App growth
Set and ran the growth strategy and the conversion model, using social, KOL partnerships, paid ads, SEO, and content to build the brand.
Result: 80M+ app downloads. The user base doubled for three years in a row, MAU grew 60% year over year, and both business and consumer revenue doubled for two years in a row.
Overseas expansion
Built five Instagram accounts from zero, covering Shanghai, Beijing, Shenzhen, and Hong Kong. Ran China's largest Facebook group for foreigners looking for housing, and used it to bring in overseas users.
Result: 400k+ followers across the Instagram matrix, 10 videos with 1M+ views, and 200k+ overseas users acquired. Partnership revenue exceeded RMB 200k in 2025. The Facebook group brought in 500k overseas users.
KOL / KOC partnerships
Found creators on Xiaohongshu, Douyin, YouTube, and Instagram, and owned negotiation, briefs, content review, and publishing quality.
Selected partnerships:
▶Xiaohongshu hit：10.3k likes, 2,522 saves
▶Douyin hit：76,905 likes, 45,149 saves
Result: 400+ KOL / KOC partners, 200+ pieces of content, and 90M+ views across platforms.
User stories / PR partnerships
Cast users who fit the brand and produced their films end to end: topics, scripts, outreach, shooting, editing, and distribution. Subjects included artists, hutong hosts, expats, a Beijing Film Academy directing student, a big-tech engineer, and a yoga sound healer. The series also opened brand PR and partnership deals.
▶Dragos, a Canadian backpacker in Beijing's hutongs
▶A Beijing Film Academy directing student's rental story
▶A Peking University artist and poet looking for a roommate
▶Do You Really Know China?
Nika, a Ukrainian creator in Beijing
▶A Day in the Life of a Software Engineer
A big-tech engineer in the hutongs
▶Wellcee × COHO
Artist Peng Duo's hutong memories
▶Angel's story in China
▶A French guy's rental life in BeijingResult: The user films drew strong feedback, sharpened Wellcee's real, diverse, and warm brand, and brought in sponsorship revenue. 1M+ views and 100k+ interactions across Channels, the app, Bilibili, and Douyin.
Xiaohongshu brand accounts
Built Wellcee and Wellcee from zero, then ran ads through Juguang and Pugongying.
Result: 40k+ followers, 74k+ likes and saves, and 200+ hit posts.