As the sole researcher and strategist behind this project, I developed a comprehensive market entry plan for Tubatu, China’s leading online home renovation platform, aiming to expand its services into the California market. The initiative originated from my goal to support my family business in exploring international growth opportunities while testing my ability to apply business design thinking to a real-world context.
My responsibilities covered the full analytical and planning process — including market and competitor research, consumer segmentation, pricing and positioning strategy, as well as an evaluation of U.S. regulatory and operational barriers. I analyzed the differences in customer behavior between the Chinese and American home improvement markets, identified potential local partnership models, and outlined a phased market entry strategy tailored for California’s diverse consumer base.
This experience strengthened my ability to conduct independent business research and translate data into actionable strategy. It also deepened my understanding of cross-cultural brand localization, platform adaptation, and the challenges of international expansion.
Moving forward, I plan to continue refining the project into a strategic investment proposal, connecting with real estate and renovation networks in the U.S., and developing a scalable pilot model for Tubatu’s North American entry.
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I am eager to take on new projects, exploring creativity and innovation at the intersection of design, business, and culture.
