Chinese KOL-driven fashion and lifestyle e-commerce platform Mogu has appointed Yimming Fan as its new CEO as Qi Chen stepped down from his role citing personal matters.
Chen will remain chairman of the board.
Fan started his new role as CEO in on March 17. After joining the company in 2014, Fan served as a brand director, VP of marketing and GM of business at Mogujie before being appointed as Mogu’s CEO.
“Fan is a proven business leader with a strong track record,” said Qi Chen. “His leadership and extensive experience will strengthen the board and help Mogu fulfil its mission of making fashion accessible to everyone.”
Mogu was founded as a fashion platform in 2011 by former Alibaba engineer Chen Qi and Xue Yuqiang and Wei Yibo. Mogu acquired its rival Meilishuo in 2016. China Daily estimated the acquisition to be worth US$3 million at the time.
Mogu’s social platform features live broadcasts, short videos, photos, reviews, and articles generated by users, professional fashion influencers, and Mogu’s in-house editorial team.
Further reading: China’s retail sales continue to rebound.