Alumnus, Class of 2016, Public Relations and Advertising
Founder, DM3 Consulting

Late autumn in Zhuhai. BNBU classrooms were packed. The October air was thick with the spirit of innovation. Wang Yaodong had just finished hours of sharing, but students still surrounded him with questions. From a copywriter making 4,000 RMB a month to a strategic consultant for global brands like Shokz and Laifen, this 2016 alumnus has spent nine years building an entrepreneurial journey of growth and foresight.

The Seeds of Thought Planted at BNBU

When Wang Yaodong arrived at BNBU in the fall of 2012, he didn't imagine he'd be a leader in brand globalization consulting. Choosing Public Relations and Advertising was a rational, practical choice. It matched his interests, avoided complex math, and kept him close to the real business world.

He says what helped him most wasn't a specific course, but a way of thinking. "The GOST model we learned—Goal, Objective, Strategy, Tactics—still guides me today." This structured thinking, he believes, helps him quickly make sense of any new field.

During his four years at BNBU, Wang Yaodong found his own learning rhythm. He jokes he was a "partial student." For courses he loved, like philosophy and PR management, he dove in and got top grades. For others, he focused on what truly interested him. This self-awareness later became a key career trait. He also mentions a philosophy course, "Who Are We."

"That class taught me deeper thinking, which has been very useful for brand positioning later on."

"Self-Investment" on a 4,000 RMB Monthly Salary

After graduating in 2016, Wang Yaodong joined Meizu in Zhuhai as a copywriter, earning 4,000 RMB a month. It was a tight budget. "Your starting point doesn't determine your destination," he says calmly.

At Meizu, he not only wrote Weibo and WeChat copy, but also proactively studied SEO and website optimization. "The company wouldn't train you on that. It came from my own curiosity." He worked during the day and learned digital marketing at night. This "working for myself" mindset helped him build a full set of digital skills through basic tasks.

"If I had just cut corners and copied when writing copy, I wouldn't be where I am now." He believes that self-drive to excel at every small task laid the foundation for his career leap.

In 2019, after two years at Sands China, Wang Yaodong decided to pursue a master's at Hong Kong Baptist University. "Many said you'd lose the motivation to study after working, but I insisted on working first." This move helped him shift to RELX during the pandemic's hit on tourism, and later to Huami for global marketing.

Wang's resume shows a clear upward path. Behind his frequent job changes is a thoughtful strategy. "My logic is: industry > company > project > leader," he explains. "Choose a rising industry. The companies in it will likely grow. Growth solves everything. It creates good team vibes, cuts distractions, and keeps everyone focused on work."

Building the Business: A Consulting System Forged in Practice

In early 2024, Wang Yaodong co-founded DM3 Consulting with an Italian partner from EcoFlow. The idea sprouted at his last corporate job. The company was restructuring, and as a department head, he was stuck in endless meetings. He felt his personal growth was stalling, and his sense of purpose was fading.

They tried building their own brand first, but quickly found their weakness. "Making and selling products wasn't our strength. Product refinement, definition, and supply chain management? We were in the dark." This trial clarified their true advantage: brand marketing.

The real breakthrough came when they connected with Laifen. "It started as just a casual interview chat. After we talked, Laifen's head liked our ideas and invited us to consult." Wang is still grateful for that trust. That opening changed everything. With Laifen as a case study, getting other brands on board became much easier.

While serving global brands, Wang Yaodong's team developed the "DTNICE Innovation Model" and the "BTS Brand Integration Model." These sound fancy, but they came from real practice. "We're not worried about people copying these methods," he says. "The real challenge is adapting them to the situation." The value of consulting isn't the models, but the experience of making things work.

Entrepreneurship hasn't been easy. Wang recalls having almost no income for the first three months, while still needing to invest money. "I did think about going back to a regular job." But they kept going. By constantly refining their service model, they gradually gained a foothold in the brand globalization space.

Cracking the Code of Going Global

Working deep in brand globalization consulting, Wang Yaodong has gained sharp insights. He believes cultural gaps are the biggest hurdle. Promoting an air fryer in the Middle East with pork images? That might be fine in China, but could cause cultural conflict there.

In his view, on the "R&D, production, sales" chain, Chinese companies are strongest at production and weakest at sales. Supply chains are a strength, but brand marketing is a clear weakness. "Too many founders are still stuck in a selling mindset. They lack patience and methods to build brands." Yet he believes going global is an unstoppable trend. Chinese companies are moving from a rough cross border e commerce model toward refined brand building.

Facing the AI wave, Wang Yaodong stays level headed. He believes AI can handle basic tasks, but in areas like strategy and brand positioning that need deep logic, human judgment remains irreplaceable. "What AI can't solve is your biggest advantage," he says. He jokes, "Ask AI to negotiate prices with influencers, and it'll agree to anything." Another example: "Brand positioning? Can AI do all that for you? No, because it requires a deep, core understanding of people."

Based on industry observations, Wang divides brand globalization into three stages. Stage one: selling on cross border e commerce platforms. Stage two: building offline distribution. Stage three: expanding markets through brand strength. "Each stage has different challenges and opportunities. The key is knowing where you are and choosing the right strategy."

Giving Back with Pragmatic Ideas

Looking back as an entrepreneur, Wang Yaodong has clear expectations for the next generation. He boils down key talents to three words: curiosity, logical thinking, and self-drive. "These three create a positive cycle. Self-driven people actively learn. Learning builds logical thinking. And logical thinking sparks deeper curiosity." This closed loop, formed by the three, allows a person to keep growing in a fast-changing world.

Wang Yaodong's Three Drivers

On BNBU's 20th anniversary, Wang Yaodong offered practical career advice to students. He highlighted three things to consider when job hunting.

First, study industry trends. Read reports and online info for initial analysis.

Second, understand the team's role and growth potential within the company. "At a product powerhouse like DJI, marketing might have limited innovation space."

Third, use social media for "reverse reference checks." Ask anonymous questions to get real inside views.

He stressed not to rely too much on corporate training. "Real growth always comes from self-drive.

As an alumnus, Wang Yaodong shared hopes for BNBU's future. “I hope the university builds more practical alumni platforms and real project opportunities, so students can experience real business operations on campus,” he says. He notes BNBU already has many alumni in mid-level management. 'This is a valuable resource pool. If tapped systematically, it could greatly help current students.' He is also very willing to offer hands-on guidance to junior students.

Today, DM3 Consulting is growing steadily, but Wang's plan to 'retire at 35' keeps getting delayed. 'I'm not someone who can sit still,' he laughs. 'I always need to be doing something.' From BNBU classrooms to Shenzhen's startup scene, his journey shows that without a fixed path, clear logic and self-drive can still take you far."

“Work for yourself, not for your job”

This principle has guided him for nine years. From student to employee to founder, it has helped him stay steady in an uncertain business world and carve his own path. Going forward, he stays pragmatic: focusing on the present, helping more Chinese brands find their voice globally.

Written by Hu Siying, Class of 2024, Master of Communication Studies, BNBU.

【Company Introduction】

DM3 Consulting

DM3 is a strategic and execution consulting agency focused on the globalization of Chinese brands. The company is dedicated to helping enterprises address core challenges in brand positioning, user insight, strategy implementation, and organizational capability building. Based on years of hands-on experience in overseas markets, the team has developed the original DTNICE Innovation Model and the BTS Integrated Marketing Methodology, forming a complete growth closed loop from "research to strategy to execution."

DM3's consulting framework covers market research, brand positioning, integrated marketing, content strategy, DTC operations, and training support. Its clients span industries including new energy, smart hardware, home appliances, beauty and cosmetics, and baby and child products. The company's core mission is to use systematic methodologies and practical experience to help Chinese enterprises become global brands, achieving higher profit margins and brand premium.

Industry:
Modern Service Industry (Professional Consulting Services / Strategy and Management Consulting)

Location:
Kangtai Innovation Plaza, No. 222 Kefa Road, Yuehai Subdistrict, Nanshan District, Shenzhen, Guangdong Province

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