Branding with Purpose: Yang Liu’s Visionary Marketing Leader

Yang Liu is the General Manager and core founding partner of Aiku (Beijing) Sports Culture Co., Ltd., a pioneering children’s physical education brand that has grown from a single classroom to over 480 franchise stores across China. Joining the company at the end of 2015, Yang Liu quickly became instrumental in shaping both its operational foundation and its marketing vision. Her journey from Operations Director to Chief Marketing Officer and now General Manager reflects her relentless drive, strategic clarity, and deep commitment to building a purpose-driven brand that serves families nationwide. Over the past eight years, Yang Liu has led the company through transformational growth, blending education, sports, and digital innovation. Her standout contribution lies in the creation of Aiku’s full-stack marketing system — from developing its mascot IP and visual identity to building emotionally resonant campaigns around parenting, confidence, and childhood development. These efforts helped position Aiku as more than just a service provider — but as a trusted household name among modern Chinese parents. Between 2021 and 2023, Yang Liu spearheaded some of the most influential marketing campaigns in the industry. Her leadership of the “6/10 Aiku Children’s Sports Festival” on Douyin (TikTok China) broke records, generating over ¥19 million in livestream GMV in just 10 days and setting a new standard for digital marketing in education. She also built internal marketing systems and toolkits that empowered franchisees nationwide, resulting in rapid brand growth and consistent messaging at scale. Beyond marketing, Yang Liu founded and developed the Aiku Academy — a national training platform that has certified over 20,000 youth coaches, contributing over ¥21 million in B2B revenue. During the COVID-19 pandemic, she demonstrated agility by launching online tools and leading her team remotely while pregnant, ensuring business continuity and expansion. Yang Liu’s leadership is marked by empathy, innovation, and execution. She has not only transformed a company but influenced an entire industry, proving that marketing — when guided by vision and purpose — can change the game.