He served as the chief website interface designer and designed Alibaba's English and Chinese websites. Now Alibaba's "Smile Logo" company logo is designed by him. Sheng Yifei thought of the human face. In many designs, the human face can make people accept and leave a deep impression. "A design that can move people is a good design. So, I gradually came up with the prototype of the current logo."

Sheng Yifei first drew an a, a is the beginning, and it can also be the end, just like the English name of Alibaba, the beginning and the end are a. The meaning of a in the West is the first, excellent and outstanding, and a also symbolizes that Alibaba can have a beginning and an end. In Sheng Yifei's view, this a has another meaning, that is, the satisfied smile of the user. Therefore, this logo conveys the user's feelings after using the product, or in other words, it expresses the user's approval and encouragement of Alibaba's service concept of putting customers first.