Founder & CEO

Mumu

From Shenzhen's e-commerce frontier to Jakarta's shores.

A decade of cross-border digital commerce. Design-trained. Founder-built. Indonesia-grounded.

Read Her Story Connect

2014

Founded

10+

Years Experience

3

Business Verticals

2

Markets (CN · ID)

The Journey

From Shenzhen
to Jakarta

Mumu (Xie Xiaoli) started her first e-commerce business in Shenzhen in 2014 — at the dawn of China's mobile commerce revolution. What began as a small Taobao shop would evolve into a multi-platform, cross-border operation spanning the full lifecycle of digital retail.

Over a decade, she built and scaled brands across every major Chinese platform — Taobao, JD, Toutiao, Douyin — riding each wave from图文 (text-and-image) to short video to live-streaming commerce. When Chinese e-commerce went global, she followed: launching on TikTok in欧美 markets and building cross-border DTC independent stations.

"The rhythm of e-commerce is the rhythm of the times. After a decade of chasing trends across China and the West, I chose Jakarta — not as an retreat, but as a conviction."

Today she is deeply rooted in Jakarta, building brands for the Indonesian market and helping Chinese enterprises navigate one of Southeast Asia's most promising — and complex — consumer economies.

2014

Started

Founded first e-commerce operation on Taobao in Shenzhen.

2016–2019

Scaling

Expanded to JD, Toutiao, Douyin. Full-cycle content commerce.

2020–2023

Global

Launched TikTok欧美 operations and cross-border DTC independent sites.

2024–Present

Jakarta

Rooted in Jakarta. Building local brands and market entry platforms.

In the Field

From Jakarta, With Purpose

Moments from her journey — from Xiaohongshu to Jakarta's factory floors.

Mumu portrait
Mumu portrait
Mumu portrait
Mumu portrait
Mumu portrait
Mumu portrait

Follow her journey on Xiaohongshu

What We Do

Three Pillars of Our Practice

A vertically integrated approach spanning brand ownership, industrial partnership, and market entry advisory.

01

Own Brands

Design-driven proprietary e-commerce brands built for the Indonesian consumer.

Jewelry & Fashion

Wholly-owned. Original Indonesian designs, in-house product development leveraging design degree expertise.

Pet Care

Co-founded local Indonesian pet brand targeting the premium pet products segment.

02

Factory Partnership

Exclusive commercial partnership with a Tangerang-based stainless steel manufacturer.

Full-Channel Sales

End-to-end business development, sales, and channel management across all B2B and B2C touchpoints.

Strategic Integration

Deep collaboration from product specification to market positioning and after-sales service.

03

Market Entry

End-to-end Indonesia market entry services for Chinese enterprises and professionals.

HR & Talent

Local employment setup, bilingual (CN/EN) translation, talent sourcing for Chinese-invested companies.

Legal & Compliance

Legal advisory, Indonesian tax filing, visa processing — all dimensions of regulatory compliance.

Product Certification

BPOM cosmetic testing, Halal certification, product registration for Indonesian market access.

Industrial Partnership

VICMAY — Stainless Steel Equipment

Exclusive commercial partnership with a Tangerang-based stainless steel kitchen equipment manufacturer serving the Indonesian food service industry.

VICMAY specializes in the production of high-quality stainless steel equipment for commercial kitchens — serving restaurants, hotels, catering companies, and institutional kitchens across Indonesia.

With a modern factory in Tangerang (Greater Jakarta), VICMAY combines Chinese manufacturing expertise with Indonesian localization — delivering equipment that meets local standards, fits local kitchen layouts, and is backed by responsive after-sales support.

Product categories include:

Work tables & shelving
Cooking ranges & ovens
Ventilation hoods
Sinks & hand-wash stations
Storage & transport carts
Custom fabrication
Download Full Catalog (PDF, 47 MB)
Mumu at VICMAY factory
Why Mumu

Not Another Agency.
A Strategic Partner.

Jakarta is crowded with Chinese intermediaries. Here is what makes this practice different.

01

Design-Built, Not Resold

With a formal design degree and a decade building brands from scratch, she does not white-label — she creates. Her jewelry brand is designed in-house, not sourced from a catalog.

02

Full-Cycle Operator, Not Consultant

Text-and-image → short video → live streaming → cross-border DTC. She has operated through every format shift in modern e-commerce. The insights are earned, not researched.

03

Locally Rooted, Globally Experienced

Based in Jakarta. Not a remote operator. She navigates Indonesia's regulatory landscape, consumer behavior, and business culture from first-hand daily experience.

04

Integrated, Not Fragmented

Brand ownership, industrial partnership, and market entry services under one roof — not three separate agencies you need to coordinate.

Indonesia Entry Services

Your Bridge to Jakarta

Specialized services for Chinese enterprises and professionals establishing or scaling operations in Indonesia. Each vertical operates as an independent entity for clarity and compliance.

👥

Human Resources

  • Local employment structuring for Chinese-invested companies
  • Bilingual (Chinese–English) translation for business operations
  • Talent sourcing and workforce management
⚖️

Legal & Compliance

  • Legal advisory for corporate establishment in Indonesia
  • Indonesian tax filing and financial compliance
  • Visa processing (KITAS, work permits, investor visas)
✅

Product Certification

  • BPOM cosmetic product testing and registration
  • Halal certification processing (BPJPH, MUI)
  • Product registration for Indonesian market entry
Connect

Let's Start a Conversation

Whether you are exploring Indonesia market entry, seeking a brand partner in Jakarta, or looking for a seasoned operator to guide your expansion — reach out.

📍 Jakarta Office

Jl. Taman Palem Lestari No.27, RT.7/RW.8

Cengkareng Bar., Kecamatan Cengkareng

Jakarta Barat, DKJ 11730

📕 Xiaohongshu

Follow @沐沐-印尼🚢 on REDnote

Visit Profile →

🕐 Hours

Mon–Fri: 9:00 – 18:00 (WIB)

Sat: By appointment

📍 Coverage

Java & Greater Jakarta

Active across the region