Consumer Product Upgrade / Brand Export / Localization
I help consumer products build value, brand presence and English-market fit.
AMAZON US & AUSTRALIA BESTSELLER
I have worked on consumer product projects that reached Amazon Bestseller lists in the US and Australia.
Not just platform operations: I have personally worked across product, supply chain, packaging, positioning and overseas sales.
I am Luyi, also known as Aspen Lu, an Australia-based Chinese consumer product practitioner. I began in consumer-product e-commerce in 2013 and started working across cross-border and overseas markets in 2019. I have also contributed to consumer product projects recognised by international design awards.
I work with founders, emerging brand builders, supply-chain resource owners and teams preparing to expand overseas. Together, we assess whether the opportunity is real, who the product is truly for, how to strengthen its value proposition and price signal, and whether it fits Australia, the US, the UK and other English-speaking markets.
2013
Started in consumer product e-commerce
2019
Started working in cross-border and overseas markets
US & AU Bestseller
Consumer product projects
Full chain
Product selection / Supply chain / Sampling / Packaging / Positioning / Shopify / Logistics
Real Practice
I have built consumer products from 0 to 1, then kept improving them from 1 to 10.
Over the years, I have personally worked on product selection, supply chain, sampling, packaging, brand positioning, Shopify, logistics, overseas sales and platform operations. I have taken products from an early idea to launch, and then kept refining them as they entered the market.
That experience means I do not only judge whether a product looks good. I look at whether it has a reason to command a price, whether users will pay more, whether the message works in an overseas context, and what needs to change before more money is committed.
Anonymized Case
Reached Amazon Bestseller in five months: the critical decisions happened before launch.
The brand, ASIN, sales and profit data are not public for commercial confidentiality. This case explains the decisions I made and the role I held.
- Starting point
- In 2020, I identified a growing opportunity and limited supply in smart pet home and feeding products across Western markets.
- My role
- I independently led product selection, product development, branding, procurement, supply chain, inventory, advertising budget and platform operations.
- Result
- The project reached Amazon Bestseller in five months and has continued to hold that position to date, as of 2026.
- What it demonstrates
- I have operated the full path from opportunity judgement to commercial execution. It does not mean I promise the same sales result for every client.
Australia-based perspective
A Chinese product needs more than translation to become relevant in an English-speaking market.
Working from Australia gives me a real-world view of how people live, shop, compare quality and decide what feels worth paying for. That matters when a product is trying to enter a market with different habits, retail references and expectations.
I work across Australia, the United States and the United Kingdom, helping teams reconsider product opportunity, audience positioning, packaging value, pricing logic and market fit before they spend more on design, advertising or distribution.
My Edge
My value is not teaching you how to operate a specific platform.
Many consumer products are not poor in quality. Their value simply has not been made visible: the message is wrong, the audience is too broad, the packaging has no price signal, or an idea that works in China becomes an obstacle in an English-speaking market.
I am most useful before you spend more on samples, design, advertising or channels. I help you judge whether the direction is sound, and how the product can become more brand-led and better able to support its intended price.
What I Diagnose
I usually start by looking at these six things.
Product opportunity
Is this worth continuing to invest in, or is it simply a product or resource already at hand?
Audience focus
Who is more willing to pay, whether the use case is specific enough, and whether the need is strong enough.
Value proposition
Whether the current message is the language users actually care about, and whether it can become a reason to pay more.
Packaging & price signal
Whether the material, naming, packaging, visual direction and comparison set support the price band you want.
Market fit overseas
Whether people in Australia, the US, the UK and other English-speaking markets share the same usage habits and purchase logic.
Next priority
Whether to change the product, audience, packaging or price, or to pause and reassess the direction first.
Services
At this stage, my strongest contribution is decision-led consulting.
Think of me as an early-stage decision partner for a consumer product project: clarify the direction, value and risk first, then decide whether to move into design, advertising, platform operations or deeper brand building.
Product opportunity assessment
For teams deciding whether a product is worth continuing, whether it suits overseas markets, or why it is not supporting its intended price.
Consumer product upgrade diagnosis
For teams with a product or sample who want to review positioning, audience, value proposition, packaging, price band and upgrade path.
English-market localization assessment
For teams entering English-speaking markets who need to rethink the product through local use cases, comparisons and language.
Best Fit
Who I am best placed to help.
- Teams with a product, sample or supply chain who want to build a real brand
- Teams whose product quality is solid, but whose price will not hold
- Teams moving from factory goods or white-label goods towards consumer brands
- Teams using an overseas perspective to rethink the expression of a Chinese consumer product
- Teams entering English-speaking markets who are not sure whether local users will buy
Boundary
What I do not primarily provide.
- Platform-rule training, including Amazon or Shopify back-office and basic e-commerce operations
- Advertising buying, content-platform operations or social-media account management
- Direct packaging artwork, visual design execution or pure production design services
- Short-term order chasing without a willingness to revisit the product and its positioning
3-Minute Product Check
If you are not sure where the issue is, start with a product self-check.
The check helps me understand your product stage, category, target market, channel and current bottleneck. Then I can see whether the issue is opportunity, audience positioning, value proposition, price signal or overseas localization.
Share your project detailsProject Enquiry
Would you like me to look at your product first?
Leave your details and I will send you a 3-minute product check.
If you have a product, supply chain or a brand direction in mind, and are considering a product upgrade or English-market expansion, start by leaving your email, phone number or WeChat.
I will send a product upgrade and market-fit self-check to understand your product stage, target market and biggest current challenge.
From there, I will make an initial assessment of whether the key issue is product opportunity, audience positioning, value proposition, packaging and price signal, brand upgrade or localization.
If the project is suitable for a deeper conversation, I will ask for product images, links, packaging, price range and competitor references.
WeChat ID: luyizixun
Add me with the note “Product Check” and I will send you the 3-minute product check.
Contact
Before reaching out, prepare the product itself.
For China-based enquiries, you can also add me on WeChat:
luyizixunEmail: aspenlu@proton.me
Helpful context includes product images, target price, audience, current channels, whether you are upgrading in China or entering English-speaking markets, and the problem you are currently facing.