Aspen Lu, also known as Luyi 路易.

What I have done

I began working in consumer-product e-commerce in 2013 and across cross-border and overseas markets in 2019. My work has included product selection, product development, supply chain, sampling, packaging, brand positioning, Shopify, logistics, overseas sales and platform operations.

I have worked on consumer product projects that reached Amazon Bestseller lists in the United States and Australia, and have contributed to product work recognised by international design awards.

How I assess consumer products

I do not begin with “how do we buy more traffic?” I begin with who the product is for, which situation makes it valuable, why somebody should pay more, whether product and packaging signals support the intended price, and whether the same logic survives in another market.

Projects where I am most useful

• A product, sample or supply-chain resource exists, but the opportunity remains unclear.
• Quality is reasonable, yet the product competes mainly on price.
• A factory or white-label product needs to become more brand-led.
• A team is preparing for Australia, the US or the UK and is unsure whether local users will buy.
• Design, operations and supply-chain execution exist, but upstream product judgement is missing.

What I do not claim to be

I do not primarily teach basic Amazon or Shopify operations, manage advertising or stores, replace a designer for final packaging artwork, or guarantee that another project will reproduce the same rankings or sales result.

My role is to expose weak assumptions and set action priorities before more capital is committed to samples, inventory, design, advertising or channels.

Evidence and confidentiality

Brand, ASIN, sales and profit data are not published because of commercial confidentiality and operating security. The public case study explains the context, role, decisions, result and limits of what the evidence can support.

Read the anonymized Amazon Bestseller case →