Xiaofeng Wang

Senior Analyst serving B2C Marketing PROFESSIONALS

Xiaofeng helps B2C Marketing leaders develop effective digital marketing strategies for the greater China market. Xiaofeng's research focuses on how to better understand the unique social, mobile, and digital behavior of Chinese consumers and how to harness digital platforms in the market 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.


Xiaofeng holds an M.A. in integrated marketing communication from Emerson College, an M.A. in communication from Tsinghua University, and a B.A. 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.

Research Coverage

Xiaofeng Wang's Research

  • For B2C Marketing Professionals

    Report: The World's Largest Digital Market Goes Programmatic

    Digital media buying isn't just going programmatic in North America — it's also booming in China, the world's second-largest digital advertising market. However, China's ecosystem is less mature...

    • Downloads: 40
  • For Customer Experience Professionals

    Report: Leading Innovative Mobile Experiences In Asia Pacific, 2016

    Consumers across Asia Pacific (AP) are quickly moving from "transitional" to "shifted" in their desire to be served on mobile. With mobile central to their lives, they seek differentiated experi...

    • Downloads: 101
  • For B2C Marketing Professionals

    Report: Brief: Airlines Must Embrace Mobile Moments To Differentiate

    Mobile is changing travelers' behaviors and expectations worldwide, making mobile moments the next battleground for airlines. While Chinese travelers are rapidly embracing mobile moments, most a...

    • Downloads: 92
  • For B2C Marketing Professionals

    Report: Brief: High-Performance Digital Marketing Programs Deliver Clear Business Outcomes

    In December 2015, Forrester introduced the Digital Marketing Awards China in partnership with the China chapter of the CMO Club. The goal: Inspire Chinese marketers by highlighting innovative ap...

    • Downloads: 77
  • For B2C Marketing Professionals

    Report: Benchmarking Social Marketing Efforts In China In 2015

    B2C marketers in China continue to invest in social marketing even though most don't know how their company's efforts stack up against the competition. Two years ago, we published a report bench...

    • Downloads: 69
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