Bridging horizons: Jiani Luo’s journey to globalizing Chinese brands

Photo courtesy of Jiani Luo

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In an era where cultural boundaries are increasingly blurred by globalization, the story of Jiani Luo, Marketing Leader at Growth B&M, is not just about career success but a testament to the power of strategic vision in the world of international advertising. With a distinguished background and an impressive suite of academic credentials — including a Bachelor’s degree from Shanghai Normal University, a Master’s in Marketing from Pace University, and a Master’s in Project Management from New York University — Luo has positioned herself as a pivotal figure in the advertising industry.

Luo’s journey through the realms of global marketing began at esteemed agencies such as Ogilvy and Ruder Finn, where she honed her skills and deepened her understanding of global market dynamics. These experiences have equipped her with the unique insights and expertise necessary to navigate the complex world of international marketing, making her a formidable leader in the field.

Today, as the Marketing Leader of Growth B&M, Luo oversees the company’s mission to connect Chinese brands with global markets. Under her leadership, Growth B&M offers comprehensive overseas marketing and advertising services, specifically designed for brands based in mainland China looking to expand their horizons beyond domestic borders.

At the heart of Growth B&M’s strategy is a unique five-step process that encompasses demand, altruism, virality, pricing, and distribution channels. This methodical approach is crafted to leverage the core strengths of products and align them with the nuances of overseas markets, ensuring a tailored brand positioning and strategic plan that propels Chinese brands onto the global stage with confidence and clarity.

Under Luo’s astute leadership, Growth B&M has executed several viral marketing campaigns, including the notable “I Love My Culture” for the WEI Beauty brand. This campaign resonated deeply with the online community, particularly the overseas Asian demographic, providing them with a sense of belonging and empowerment, while also supporting public welfare initiatives. Notably, the company sponsored events for New York University Hospital medical staff and other public welfare programs, demonstrating a commitment to social responsibility during the sensitive epidemic period.

Through strategic focus on culture and public welfare, Luo’s team managed to navigate challenges and achieve remarkable success, particularly evident in the explosive popularity of their beauty masks within the North American mainstream female demographic. This success has firmly established their product in the North American market, showcasing the effectiveness of Luo’s strategic approach and her ability to capitalize on market trends.

Reflecting on the startup phase of Growth B&M, Luo shared, “During the startup period, I often engaged in reflection and analysis to pinpoint problems, identify what resonates with our clients, and distinguish what may not be suitable for them or the market. This iterative process has honed our ability to rapidly devise effective strategies and solutions.”

Luo’s accolades include being named on the “2023 Forbes China Globalization Innovators TOP 30” and winning the “Global Recognition Awards 2024” and “Who’s Who in America Global Recognition Awards.” These honors underscore her influence and effectiveness in a competitive and rapidly evolving industry.

As the globalization of Chinese brands continues to evolve from a possibility to a reality, Luo and Growth B&M remain at the forefront, offering a lifeline to brands seeking to navigate the complex and rewarding path of international expansion. By overcoming cultural, value, and behavioral differences, they aim to establish memorable, trusted, and emotionally connected brands that not only succeed but thrive in the global marketplace.