brands supported
overseas
Founder portfolio2026
Xiaoyue
Sun
Building at the intersection of digital growth, AI, and consumer innovation.
Co-founder of Hilumio, building and testing new growth models across creator marketing, AI-assisted matching, and traditional consumer businesses.
Suzhou / Shanghai, China
CurrentlyBuilding Hilumio IntelligenceValidating digital growth for a traditional baijiu business
PORTRAIT / REPLACE IMAGE
Operating snapshot
campaigns
delivered
creator profiles
manually reviewed
~20 creators delivered per campaign
Operating business
Hilumio
Cross-border influencer marketing for Chinese brands going global.
Hilumio supports Chinese technology and outdoor brands entering the UK, Europe, and broader Western markets through creator discovery, localization, influencer partnerships, and campaign execution.
Visit Hilumio ↗TYPICAL CATEGORIES
AI recording devices
Projection & consumer electronics
Outdoor climbing gear
Helmet Bluetooth & outdoor communication
TYPICAL MARKETS
UK
Europe
North America
AI / HARDWAREAI Hardwareassets/hilumio-ai-hardware.jpg
FIELD / CREATOROutdoor & Climbingassets/hilumio-outdoor.jpg
RIDE / CONNECTOutdoor Communicationassets/hilumio-helmet-tech.jpg
BRIEF / MATCH / DELIVERCampaign Workflowassets/hilumio-campaign-workflow.jpg
Representative client categories and campaign contexts. Client identities omitted.
The operational bottleneck
30,000+ profiles later,
the bottleneck became obvious.
Existing databases helped us find creators. The difficult part was deciding who genuinely fit the brand, audience, content context, and campaign objective.
CURRENT WORKFLOW
Client Brief→Creator Database / Platform→Manual Screening→Shortlist
Across 8 campaigns, the team manually reviewed more than 30,000 creator profiles to deliver roughly 20 creators per campaign.
WHERE TIME IS LOST
- profile-by-profile content review
- brand-fit judgement
- audience-context judgement
- sponsored-content review
- competitor checks
- final shortlist comparison
Hilumio Intelligence
From service
to product.
Early-stage internal prototype
Hilumio Intelligence is being developed to turn repeated manual creator-selection decisions into a structured, human-in-the-loop matching workflow.
FUTURE WORKFLOW
Client Brief→AI Campaign Understanding→Creator Intelligence→Fit Ranking→Human Review→Shortlist
- Creator AFit 92
- Creator BFit 87
- Creator CFit 83
View Prototype ↗
Internal prototype · human review remains part of the workflow
Second entrepreneurial project
Next-Generation
Baijiu
Research & Validation
Applying digital growth thinking to a traditional family business.
Xiaoyue began participating in the family liquor business after entering university, including attending industry trade fairs and joining client-facing activities.
FIRST-HAND EXPOSURE
- attended China Food & Drinks Fair and industry liquor exhibitions
- joined client visits and business discussions
- gained direct exposure to distributor relationships, product portfolios, and offline sales channels
The family business has traditionally grown through distributors, group purchasing, banquets, regional dealers, and offline retail.
The business understands distributors well,
but has limited direct insight into younger end consumers.
How can a distributor-led baijiu business build direct consumer insight and test new growth models without damaging its existing dealer network?
PROGRESSCurrent position: between Business Diagnosis and Consumer Discovery
Business Diagnosis
- mapped existing offline business model
- reviewed product and channel structure
- identified distributor dependence
- identified channel-conflict risk
- reviewed online-specific product ideas
Consumer Discovery
- semi-structured interviews
- survey research
- competitor and substitute analysis
- drinking-occasion mapping
Concept Development
- product propositions
- alcohol strength and serving size
- packaging and pricing
- cultural positioning
Market Validation
- digital landing page
- concept testing
- willingness-to-try and pay
- online-first SKU hypothesis
- small-scale validation
WHAT XIAOYUE IS TESTING
- When do younger consumers voluntarily choose baijiu?
- Is alcohol strength the main barrier, or is the drinking occasion the larger issue?
- Can cultural heritage become contemporary consumer value without superficial youth branding?
- Can direct consumer insight create new growth without disrupting the existing dealer network?
Existing family-business context: product portfolio, distributor materials, client channels, and trade-fair participation.
JOURNEY
Built through doing.
Built early digital acquisition and CRM experience.
Worked across a full technology-product launch cycle at Nanoloop.
Co-founded Hilumio and delivered 8 cross-border creator campaigns.
Began translating manual creator-selection logic into Hilumio Intelligence.
Applying digital-growth methods to a traditionally offline family baijiu business.
HOW I BUILD
How I build
- 01
Start with the customer.
- 02
Test before scaling.
- 03
Turn repeated service problems into products.
- 04
Use technology where it creates real leverage.
SELECTED EXPERIENCE
A compact record.
Zhipu Xinsi
Digital Growth & Customer Acquisition
Nanoloop
Product Launch & Go-to-Market
Hilumio
Co-founder
Next-Generation Baijiu
Project Lead