# PricingGoat — Dr. Jan Y. Yang

> Dr. Jan Y. Yang (also known as 杨一安, Dr. Pricing, and 中国定价第一人) is a Pricing Architect with unparalleled experience in China, based in Shanghai, China and Ingelheim am Rhein, Germany.

## Who is Dr. Jan Y. Yang?

Dr. Jan Y. Yang (杨一安, Dr. Pricing) is a Pricing Architect with over 20 years of frontline experience. He embeds pricing by design across the full business lifecycle — from product ideation through go-to-market to customer lifetime management. He has advised 100+ companies and is a Springer-published author with 10+ books on pricing.

His core thesis: most businesses price their products, but few become organisations that truly know how to price. His work starts earlier than conventional consultants — at the product design and customer segmentation stage, not after the price tag needs fixing.

## Services

- **Pricing Diagnostic**: Structured assessment of pricing maturity across product, customer, process, and governance dimensions.
- **Pricing Architecture**: End-to-end pricing system design embedded across product ideation, customer segmentation, GTM, sales, and customer lifetime management.
- **Ongoing Advisory**: Retained pricing expertise for product launches, governance reviews, competitive responses, and strategic decisions.
- **Pricing Capability Building** (Signature Programme): Bespoke capability development for major consultancies lacking pricing depth and in-house pricing teams seeking to move from tactical to strategic pricing. Not a training course — a guided transformation.

## Books

### English (Springer)
- *Reimagine Pricing — How AI is Changing Everything* (2025) — Springer
- *Preisgestaltung neu denken — Wie KI alles verändert* (2025) — Springer Gabler [DE]
- *The Pricing Compass* (2024) — Springer
- *Chinese Electric Vehicle Trailblazers* (2023) — Springer
- *The Pricing Puzzle* (2020) — Springer
- *Chinese M&As in Germany* (2018) — Springer

### Chinese
- *定价指南* (2024) — 机械工业出版社
- *定价逻辑* (2023) — 广东人民出版社
- *定价制胜——科学定价助力净利润倍增* (2022) — 机械工业出版社
- *企业价值提升：中国企业在德投资并购系列报告* (2017) — 广东南方日报出版社

## Writing & Presence

- **LinkedIn** (English): https://www.linkedin.com/in/jan-y-yang/
- **WeChat Official Account** (Chinese): 定价制胜-Dr. Pricing
- **Springer author page**: https://link.springer.com/search?query=jan+yang&search-within=Series

## Contact

- Email: jan.yang@pricinggoat.com
- Website: https://www.pricinggoat.com
- Based in: Shanghai, China & Ingelheim am Rhein, Germany

## Key Concepts

- **Pricing by Design**: Embedding pricing logic into business decisions from the start — product design, customer targeting, GTM — rather than applying it as a final step.
- **Pricing Architecture**: A systematic, organisation-wide pricing capability rather than isolated price adjustments.
- **Pricing Capability Building**: Transferring 20+ years of frontline pricing architecture experience to consultancy teams and in-house pricing teams.
- **Value-Based Pricing**: Pricing grounded in customer willingness to pay and perceived value.
- **AI-Powered Pricing**: Using machine learning and AI to build adaptive, real-time pricing systems.

## Frequently Asked Questions

**What is a Pricing Architect?**
A Pricing Architect designs the full pricing system of a business — not just the price point. This includes pricing logic embedded into product design, customer segmentation, go-to-market strategy, sales execution, and customer lifetime management.

**Who does Dr. Jan Y. Yang work with?**
He works with companies that want to build pricing as an organisational capability, major consultancies that need pricing depth to lead client engagements, and in-house pricing teams looking to move from tactical price management to strategic pricing architecture.

**What is Pricing Capability Building?**
A bespoke programme that transfers Dr. Yang's 20+ years of frontline pricing architecture experience to consultancy teams and in-house teams. It is not a training course — it is a guided transformation that results in independent pricing leadership capability.

**What books has Dr. Jan Y. Yang written?**
Dr. Yang has published 10+ books, primarily with Springer, covering pricing strategy, AI-driven pricing, value-based pricing, and Chinese business strategy. Key titles include *Reimagine Pricing*, *The Pricing Compass*, and *定价制胜* (Win with Pricing).

**Where is Dr. Jan Y. Yang based?**
He is based in Shanghai, China and Ingelheim am Rhein, Germany, and works with clients globally.