By Halo Xu

Li Zhi

Director of the Bakery Products Department, Angel Yeast North America Division.

Li Zhi (far left) visiting clients on the front lines

Since joining Angel Yeast in 2017, Li Zhi has been focused on driving the company’s growth in international markets. His responsibilities span sales expansion from the Asia-Pacific region to North America, with a dedicated effort to help Angel Yeast establish a stronger presence on the global stage.

Leading Bakery Product Market Development

In the North America division, Li’s primary responsibility is overseeing overall business operations and progress. He explains, “I am in charge of developing strategies and promoting our bakery product line in North America, which includes yeast, baking powder, and flavor products.” He highlights that the North America market is concentrated and demands large-scale solutions, so partnering with major distributors allows for regional coverage and meets the diverse needs of different market segments.

Collaborative Market Research and Sales Strategy

Li emphasizes that a successful sales strategy not only depends on building relationships with distributors but also requires deep engagement with frontline sales teams. To ensure products meet local consumer needs, Li and his team prioritize market research. “Understanding market dynamics and customer preferences is the foundation for developing effective sales strategies,” he says. By regularly gathering market feedback, his group can quickly adapt to market changes and adjust their sales approach accordingly.

He also underscores the importance of close collaboration with departments like R&D. “We must communicate market feedback to the R&D team so that we can adjust products to meet market demands,” he adds. This cross-department cooperation ensures continuous product optimization and innovation, contributing to more effective sales strategies.

Adapting to Market Challenges with Quick Decision-Making

Li acknowledges that while demand for bakery products in North America is significant, the company faces intense competition from established players. “Despite the strong competition, there is still plenty of room for our products in the market,” he says. In response, he and his team have implemented a series of proactive strategies, such as optimizing product specifications and packaging to better align with local consumer habits. These measures have helped Angel Yeast maintain steady growth and gradually increase its market share in the competitive landscape.

Fostering Team Efficiency

Strong teamwork is key to Angel Yeast’s success. Li explains, “When operating in different countries and regions, we must respect local cultures.” This cross-cultural cooperation strengthens team cohesion and enhances product acceptance in the market.

He also emphasizes that the support and trust from the company’s leadership enable team members to fully utilize their individual strengths. “The leadership is able to make quick decisions and allocate resources in response to unexpected challenges, ensuring stable market supply. This swift reaction gives us greater confidence during tough times,” he says. Through close collaboration and strong leadership support, Li and his team have been able to maintain steady growth in a highly competitive market.

Balancing Career Growth and Family Life

When reflecting on his career, Li shares, “I’m very satisfied with my work at Angel Yeast. It allows me to drive business development while also enhancing my skills.” As a father, he values being able to spend more time with his family. The company’s flexible work policies have effectively enabled him to balance work and family. This balance has supported his personal growth and boosted his motivation at work. He concludes, “Being able to support my family while advancing my career makes me more committed to my work.”

Looking Ahead

Li is optimistic about the future, believing that as the team grows and the company’s strategy adapts, Angel Yeast will solidify its global position. He says, “I’m excited for Angel Yeast to deepen its local roots in international markets, better cater to the specific needs of each region, and ultimately help the company become a leader in the industry.”