Jia Yifan (MScMKT 2023): Inside the real world of cross-border fast fashion e-commerce

To the casual eye, cross-border e-commerce and fast fashion look impeccably glossy. Yet behind the sheen lies a far more intricate reality. Drawing on experience at Alibaba and now in operations at SHEIN, Jia Yifan (MScMKT 2023) offers a rare, frontline look at what truly drives this rapidly evolving sector.

Internet operations: beyond the “fancy” job title

Internet operations seem polished, but most newcomers begin with “dirty work” – basic, repetitive tasks. Beneath the glossy façade lies a world built on routine processes and relentless execution.

Another widespread misconception is that being a frequent app user means understanding its mechanics or being ready for an operations role. Yet, using a product and running product operations are two entirely different disciplines. Outstanding operators must master the full commercial logic, data pathways and supply-chain dynamics. These capabilities are built through the grind of daily work – analysing reports, tracking project milestones, coordinating resources and responding to an endless stream of messages. Without this foundation, it is impossible to grasp the product in its entirety, let alone identify market pain points with precision.

High intensity, fast-moving routines

At first glance, product operations resemble neat, orderly project management. In reality, the day is a whirlwind featuring fragmented tasks, shifting priorities and five or six projects running side by side. The rhythm falls naturally into three distinct phases every day.

• Morning: The rush hour of miscellany. Replying to messages, answering quick questions, chasing progress updates and clearing anything that does not require deep thinking;

• Afternoon: The real mental work begins. Drafting requirements, analysing data and sitting through product review meetings that demand sharp focus;

• Evening: The quiet window for reflection. In e-commerce, overtime is simply part of the landscape, and it is often late at night when I can finally slow down, properly review and make sense of the day.

Compared with traditional industries, projects in this field move at remarkable speed: an idea can go from concept to launch in just a month.

Operations: the secret compass in e-commerce

Many assume product managers handle everything, but in mature e-commerce firms, roles are clearly defined. Product teams take ideas from zero to one, building the basic framework. Operations teams then drive from one to one hundred, continuously uncovering user needs and working with product teams on solutions. We are not merely “supporting product”; we help shape the project’s future direction.

Nanjing: a unique e-commerce city

Nanjing’s rise as the birthplace of a cross-border e-commerce unicorn like SHEIN is striking. For ordinary working people like us, Nanjing offers a genuinely comfortable pace of living. Housing remains comparatively affordable, daily life is convenient, and the balance between work and personal time feels attainable. This blend of opportunity and livability is what makes Nanjing special.

The office pantry is often where professionals can catch their breath amid the demands of the day. The CUHK Business School Alumni Office is delighted to present the “Alumni Pantry Talk” series, inviting alumni to share candid glimpses into their professional lives. Regardless of your industry, take a coffee break with us and enjoy our “Alumni Pantry Talk”!