Zheng Haifeng

Biodata

Background / History

Zheng Haifeng supervises the 3C digital accessories team during its efforts to expand the marketplace category. At a weekly meeting, he identifies a mismatch between rising unit sales and only modest revenue growth, asking the team to explain the continuing decline in average prices. After Lin Fan attributes the trend to factories directly clearing export inventory online, Zheng assigns Lin and Zhou Bin to verify the shipping-location data and report back. 1

When the team must submit a merchant-expansion plan, Zheng rejects an exclusively major-brand approach. He adopts Lin Fan’s proposal to admit qualified factory-type sellers through deposit and evaluation requirements, ordering Lin to prepare the supporting rationale while preserving Zhou Bin’s dissenting view. 3

Personality

Zheng is pragmatic and results-oriented. He challenges Zhou Bin’s repeated recommendation to “observe” the declining-price trend, and later notes that six recommended major brands had produced only one successful admission before approving a more implementable factory-seller strategy. 1 3

He delegates substantial work but reviews it closely. He entrusts Lin with data verification, expects Zhou to deliver an investigation by deadline, and personally signs Lin’s self-inspection report after checking its documentation line by line. 1 15 36

Story Role / Major Arcs

3C Category Expansion

Zheng convenes the team to formulate a fall expansion direction for 3C accessories. He ultimately supports Lin Fan’s contrarian recommendation to prioritize vetted factories rather than relying solely on slow-moving major-brand negotiations. 3

Investigation of the Dark Horse Store

After the department decides that the rapidly growing store should be investigated as a potential exemplary Double Eleven merchant case, Zheng assigns the task to Zhou Bin. He also has Lin Fan compile the store’s public data weekly for the investigation. 15

Zheng accepts Zhou’s October conclusion that the store will not survive until the New Year and includes it in the monthly materials sent upward. After the store records 5,381 Double Eleven orders and the department returns the materials for contradiction, Zheng tells Zhou that he had taken the conclusion to a meeting and requires revised reporting. 20 27

Tip-Off Letter and Internal Review

When a sealed, signed tip-off letter alleges both fraudulent store transactions and insider assistance, Zheng states that he cannot suppress it. He divides the response: Su Qing must document the authenticity of the store’s sales, while Lin must trace the evidence-review process and determine whether any manual intervention occurred. 30

Lin’s resulting thirty-seven-line report shows that the evidence cleared automatically at the deadline, with no employee ID or manual action recorded. Zheng accepts the explanation, signs it without revisions, submits it upward, and asks Lin to retain the report format for future departmental use. 36

Relationships

• Lin Fan — Subordinate whose data analysis Zheng recognizes early; Zheng repeatedly assigns him verification, reporting, and documentation work, and approves his internal-review report without changes. 1 3 30 36
• Zhou Bin — Senior associate under Zheng’s supervision. Zheng records Zhou’s dissent on the factory-seller policy, assigns him the dark-horse-store investigation, and later holds him accountable when his prediction is contradicted by the store’s Double Eleven performance. 3 15 27
• Su Qing — Colleague tasked by Zheng with preparing the explanation that the store’s 5,000-plus Double Eleven orders were genuine and shipped. 30