Li Changxia was appointed as a joint general manager of Haichang Cultural Tourism Business Unit and the president of Haichang Cultural Tourism Institute with effect from March 2019. She is mainly responsible for the research on reconstruction and upgrading strategy of existing projects, innovative product development, planning and design, cultural IP product development and licensing of the Company, and also the development and management of asset-light management output business of the Group. Ms. Li received a bachelor’s degree of economic geography from the Urban and Regional Economics Department of East China Normal University in 2003, and subsequently obtained a master’s degree of human geography from the Urban and Regional Planning Department of Peking University in 2006. She won the ASLA International Award in 2015, the AECOM Annual Design Award in 2009 and the Youth Award of the Global Academic Conference of Chinese Geographers. She has published 13 professional papers on the core journals in China, and jointly published an essay book titled “Forefront of Theme Park Innovation” in 2009. Ms. Li joined the Company in February 2016 as the director of the Institute of Cultural Tourism and was appointed as the senior director of the product centre with effect from November 2016. She has also served as a joint general manager of Haichang Cultural Tourism Business Unit since 2009.
Ms. Li has more than 14 years of work experience in one of the world’s top-class planning and design consultancy companies, in which she has participated in and led dozens of urban planning and tourism development planning consultancy projects. She is proficient at market analysis and evaluation on economic feasibility, function and operating status positioning, product design, finance/ profitability of tourist resort and theme park development projects of different scales, and has accumulated abundant team management experience.