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Recently, creative director Shasha Lai officially established her new company, ShaSha Mo, in the United States, marking a step in her expansion into new media operations and live streaming around the world. As the former CEO of Zhejiang Shaqianmo Culture Media Co., Ltd. and Hangzhou Ailang Clothing Co., Ltd., Shasha Lai has used her creative planning skills and insights into the e-commerce market to grow multiple companies into successful businesses. Now, she is set to lead ShaSha Mo in the U.S. market with the aim of providing integrated marketing solutions for global brands.
ShaSha Mo will serve as the overseas branch of China’s Shaqianmo Culture Media Co., Ltd., focusing on new media operations, live streaming planning, and brand-integrated marketing. Shasha stated that ShaSha Mo will continue her successful experience in China while integrating the characteristics of the U.S. market to create more globally-oriented creative content. She emphasized that the company will prioritize sports fashion brands, high-end fashion labels, and emerging consumer brands, using live streaming, short videos, and other new media formats to help brands achieve a global reach.
“The U.S. market offers significant potential and diversity, offering many opportunities,” Shasha Lai said. “Through content planning and precise marketing strategies, we aim to help brands establish deeper global connections.”
Before founding ShaSha Mo, Shasha Lai had already achieved a lot in China’s e-commerce sector. As the CEO and Creative Director of Zhejiang Shaqianmo Culture Media Co., Ltd. and Hangzhou Ailang Clothing Co., Ltd., she led her companies to become Douyin’s “Annual Influential Service Provider” and earned the title of “Diamond Service Provider” in Douyin’s e-commerce service provider star rating. Her company primarily focused on the sportswear segment, working with brands such as Nike and Adidas to create multiple successful live-streaming channels, including Sports Boutique Mall, Sports Flash Sale Expert, and Sports Premium Recommender.
These live-streaming channels not only achieved monthly sales of over 20 million RMB but also successfully operated over a hundred self-owned live-streaming studios and teams. By coordinating operations across Hangzhou, Ningbo, and Guangxi, the company regularly surpassed a total monthly sales volume of 100 million RMB. Additionally, with a dedicated cloud warehouse in Shanghai managing an inventory worth 300 million RMB, the company supported the ongoing development of live-streaming operations.
Shasha Lai’s success is not just reflected in revenue but also in her understanding of the industry ecosystem and talent cultivation. She conducted weekly and monthly one-on-one training sessions for hosts and operations teams, helping young professionals integrate into the e-commerce field. Her company was more than just a business platform—it served as a learning hub that nurtured industry talent.
One of her key projects was Sports Boutique Mall, the first viral live-streaming venture she led. She identified the massive potential of sports fashion in the Chinese market and took advantage of Douyin’s traffic ecosystem to create a live commerce platform centered around international brands like Nike and Adidas. Personally involved in every aspect — from product selection and scriptwriting to host training — Shasha played an important role in the project’s success.
Under her leadership, Sports Boutique Mall became a popular live-streaming channel in Douyin’s sportswear category, reaching over 20 million RMB in monthly sales. Her approach combined traditional brand discounting with interactive live streaming, incorporating limited-time flash sales and exclusive fan promotions to enhance user engagement and boost purchasing desire.
Another project, Sports Flash Sale Expert, demonstrated Shasha Lai’s expertise in data-driven marketing. Using big data analytics, she identified target consumer groups and designed tailored marketing campaigns. For instance, she launched the Sportswear Carnival, collaborating with brands to release limited-edition products and exclusive discounts, attracting a large younger consumer base.
Shasha emphasized the importance of high-quality content in live streaming and required her team to plan scripts before each session to make sure every aspect of the broadcast drew in viewers. Her commitment to quality earned Sports Flash Sale Expert being recognized as a “Diamond Service Provider” in Douyin’s e-commerce service provider ratings and recognition as Douyin’s “Annual Influential Service Provider.”
With Sports Premium Recommender, Shasha Lai further demonstrated her creative skills. Rather than solely focusing on sales, she aimed to enhance brand storytelling. She organized live-streaming sessions featuring brand ambassadors and designers to share brand culture and values with audiences.
She also led the “Live Streaming + Offline Experience” model, allowing customers to purchase products via live streaming and later experience them in physical stores. This integration of online and offline shopping not only enhanced user experience but also strengthened brand-consumer relationships.
As the creative director of ShaSha Mo, Shasha Lai stated that her company will continue focusing on new media operations and live streaming while exploring novel marketing strategies. Her goal is to combine China’s successful live commerce experience with the unique demands of the U.S. market, building a global brand service platform.
“We are not just doing live-streaming — we are creating value for brands,” Shasha Lai emphasized. “Whether through short videos, live broadcasts, or other new media formats, our goal is to help brands establish deeper emotional connections with consumers.”
ShaSha Mo has already established preliminary partnerships with several well-known U.S. brands and is preparing to launch multiple high-impact live-streaming projects. Shasha Lai expressed her ambition to establish ShaSha Mo as a platform linking the Chinese and U.S. markets, offering top-tier creative services to global brands.
From being a leader in China’s e-commerce industry to leading new media in the U.S., Shasha Lai’s career is marked by continuous development and various achievements. Her success comes not only from market insights but also from her emphasis on creativity and talent cultivation. With the establishment of ShaSha Mo, Shasha Lai is set to lead her team into the next chapter of global expansion as a leading creative director.
