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Xiaofeng   Wang

Xiaofeng Wang

Senior Analyst Serving B2C Marketing Professionals

Xiaofeng helps B2C marketing and digital business professionals develop effective digital marketing and omnichannel engagement strategies for the Asia Pacific market. Xiaofeng's research focuses on how to better understand the unique social, mobile, and digital behaviors of consumers in Asia Pacific and how to harness digital platforms like Alibaba and WeChat to drive awareness, engagement, and brand loyalty. She is fluent in English and Mandarin.

Previous Work Experience

Before joining Forrester, Xiaofeng worked as a strategic planning manager on the marketing team at Sina Weibo, the largest microblogging platform in China, where she developed key consumer insights to drive social media effectiveness for automotive, retail, telecommunications, financial services, and consumer packaged goods companies. Xiaofeng was also a strategic planner at L3 Advertising, a multicultural advertising agency based in New York, where she developed brand and integrated marketing strategies for her clients.

Education

Xiaofeng holds an MA in integrated marketing communication from Emerson College, an MA in communication from Tsinghua University, and a BA with a double major in advertising and economics from Peking University. She was also the recipient of the 2004 Outstanding Innovation Award from the Serge Dumont-Tsinghua Communications Scholarship and the 2003 Most Creative Award from the Asian Inter-University Multimedia Design Competition.

Xiaofeng Wang

Senior Analyst Serving B2C Marketing Professionals

Xiaofeng helps B2C marketing and digital business professionals develop effective digital marketing and omnichannel engagement strategies for the Asia Pacific market. Xiaofeng's research focuses on how to better understand the unique social, mobile, and digital behaviors of consumers in Asia Pacific and how to harness digital platforms like Alibaba and WeChat to drive awareness, engagement, and brand loyalty. She is fluent in English and Mandarin.

Previous Work Experience

Before joining Forrester, Xiaofeng worked as a strategic planning manager on the marketing team at Sina Weibo, the largest microblogging platform in China, where she developed key consumer insights to drive social media effectiveness for automotive, retail, telecommunications, financial services, and consumer packaged goods companies. Xiaofeng was also a strategic planner at L3 Advertising, a multicultural advertising agency based in New York, where she developed brand and integrated marketing strategies for her clients.

Education

Xiaofeng holds an MA in integrated marketing communication from Emerson College, an MA in communication from Tsinghua University, and a BA with a double major in advertising and economics from Peking University. She was also the recipient of the 2004 Outstanding Innovation Award from the Serge Dumont-Tsinghua Communications Scholarship and the 2003 Most Creative Award from the Asian Inter-University Multimedia Design Competition.

Xiaofeng Wang's Research

Most RecentMost Popular
  • For B2C Marketing Professionals

    REPORT: The Forrester Wave™: Adobe Implementation Services, Q2 2020

    The 12 Providers That Matter Most And How They Stack Up

    June 25, 2020Xiaofeng Wang, Ted Schadler

    In our 24-criterion evaluation of Adobe implementation service providers, we identified the 12 most significant ones — Accenture, Adobe, Cognizant, Deloitte, Dentsu, HCL Technologies, IBM, ICF Next, Infosys, Publicis Sapient, Tata Consultancy Services (TCS), and WPP — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2C marketing professionals select the right one for their needs.

  • For eBusiness & Channel Strategy Professionals

    REPORT: China Shopper Insights And The Impact Of COVID-19

    May 29, 2020 Satish Meena, Xiaofeng Wang

    COVID-19 has had a dramatic impact on the global retail business. China took the first hit, seeing $328 billion consumer goods sales ebb away in Q1 2020. Chinese consumers, including those in older generations, have further embraced eCommerce. While retailers and brands moved business and customer engagement online to capture that spending, the eCommerce spike wasn’t enough to offset the sharp decrease in offline retail. Some retailers expect sales to rebound quickly in Q2 2020, fueled by “revenge buying.” Retailers can use this report to better understand changes in shopping behaviors and prepare an adaptive retail strategy that stretches from crisis management to adaptation and recovery. Methodology The Forrester Analytics Consumer Technographics® COVID-19 Survey (Wave 1) was fielded from April 10 to April 15, 2020. This online survey included 1,119 respondents in Canada; 1,106 respondents in China; 1,116 respondents in France; 1,137 respondents in Italy; 1,118 respondents ages the UK; and 1,122 respondents in the US.

  • For B2C Marketing Professionals

    REPORT: Your Global Martech Stack Won't Cut It In China

    Assemble A Local Martech Stack To Support Your Marketing Strategy In China

    April 7, 2020Xiaofeng Wang

    Global marketers struggle to adapt to the unique and fast-changing digital ecosystem in China. Many of their global marketing technology (martech) vendors either lack a business presence in the country or haven't localized their offerings well to address marketers' needs. Meanwhile, Chinese martech vendors are growing rapidly and their offerings now represent viable options. This report guides global marketers through China's dynamic martech ecosystem to better localize their martech stack in the country.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Case Study: Starbucks Accelerates Growth With Alibaba's New Retail

    How The Coffee Giant Drives Business Growth By Plugging Into The Largest Online-To-Offline Ecosystem In China

    March 23, 2020Xiaofeng Wang, Danny Mu

    Despite its dominance in the coffee retail segment, Starbucks struggled to serve empowered Chinese consumers efficiently and keep pace with fast-emerging local competition. The coffee chain has been fighting back, partnering with Alibaba to accelerate its business growth in China. Alibaba's New Retail solutions and broad ecosystem enabled Starbucks to create effective experiences throughout the customer journey and grow its business. Digital business pros can use this case study learn how to accelerate retail business growth with broad online and offline ecosystems.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Forrester Infographic: The 3D Connected Consumer In Hong Kong

    Create A Portfolio Of Experiences That Maps To How Your Customers Connect

    March 19, 2020Xiaofeng Wang

    Three dimensions — devices, platforms, and channels — now define how connected consumers are, and brands must serve their customers wherever they are in these complex ecosystems. Digital business professionals must take a fresh look at how their consumers connect as they craft their technology and platform portfolios.

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