Professor Chen Liping is currently the Executive Dean of the Consumer Big Data Research Institute and a Professor in the Department of Marketing, School of Business Administration at the Capital University of Economics and Business (CUEB) in Beijing, China. A leading scholar and thinker in the Chinese retail industry, Professor Chen has dedicated his career to the research of commercial distribution, retail management, and consumer behavior. 

His core areas of expertise include: 

• Sustainable Retail Development: Analyzing the long-term evolution of the Chinese retail market, business model transitions, and supply chain efficiency. 
• Aging Society & Community Commerce: A prominent pioneer in researching business models tailored to China’s aging population, with a dedicated focus on "Community-based Retail," "15-minute Community Life Circles," and the "Silver Economy." 
• County-level Commercial Systems: Leading major theoretical research and providing practical strategic frameworks for the development of rural, county-level, and regional commercial networks. 
• Marketing & Merchandising: An authority on hypermarket operations, lifestyle-proposal merchandising, and consumer behavior analysis. 

Professor Chen has frequently led major national projects funded by the National Social Science Fund of China and the Ministry of Commerce (MOFCOM). He has actively contributed to the drafting of key national commercial policy documents and retail industry standards. 

Selected Publications: 

• Research on Community Business Models under China’s Aging Population 
• Hypermarket Marketing 
• Distribution and Consumption in Modern China (Published in Japan) 

Beyond his academic standing, Professor Chen is the founder and mentor of the Young Retail Leaders Committee (commonly known as Qing Chuang Hui / 青创���). This highly influential, self-governing youth organization consists of nearly 100 elite members who represent the "new blood" and future of Chinese retail: 

• Second-Generation Successors: The majority of these members are foreign-educated "Next-Gen" retailers who have returned to China with a global perspective on modern commerce. They are currently taking the helm of their family businesses, including prominent regional supermarket chains, fresh food enterprises, and multi-format retail groups, leading organizational and digital transformations. 
• New Retail Brand Pioneers: Visionary founders of high-growth, modern brands who are actively redefining the Chinese retail landscape through proprietary brand innovation (Private Brands) and supply chain integration.