Xiaofeng Wang

Senior Analyst Serving B2C Marketing Professionals

Read Xiaofeng's blog posts

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.

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Xiaofeng Wang

Senior Analyst Serving B2C Marketing Professionals

Read Xiaofeng's blog posts

Previous Work Experience

Education

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Xiaofeng Wang's Research

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For B2C Marketing Professionals

REPORT: A Guide To Marketing Into China

Stop Seeking Chinese Equivalents Of Western Marketing Approaches

May 8, 2019Xiaofeng Wang

China is increasingly important to global marketers, as it is expected to become the world's largest consumer market in 2019. However, many foreign brands are struggling to keep pace with more sophisticated consumer expectations and fierce local competitors. Seeking Chinese equivalents of Western marketing approaches no longer works. Global marketers can use this report to guide their marketing strategies and approaches in China.
For B2C Marketing Professionals

REPORT: Now Tech: Data Management Platforms In Asia Pacific, Q2 2019

Forrester's Overview Of 23 Data Management Platform Providers

April 29, 2019Xiaofeng Wang

Marketers use data management platforms (DMPs) to improve programmatic media buying, deliver consistent marketing communication across channels, and shape customer-obsessed operations. But to realize these benefits, they must select from a diverse set of vendors that vary by size, functionality, geography, and vertical market focus. Marketers in Asia Pacific (AP) should use this report to understand the value they can expect from a DMP provider and how to select one based on size and functionality.
For eBusiness & Channel Strategy Professionals

REPORT: New Retail Is Transforming Commerce

Get Ready For The Future Of Retail That Alibaba, JD, And Tencent Are Shaping

January 22, 2019Xiaofeng Wang

Alibaba's New Retail vision is now reality, and it's reshaping the retail landscape in China and beyond. JD.com, Tencent, and traditional retailers like Starbucks and Walmart are all jumping on the bandwagon. New Retail distills the essence of omnichannel commerce: delivering seamless customer experiences and increased operational efficiency. This report describes the early achievements of omnichannel transformations, what digital business pros at retailers can learn from early adopters, and how they can accelerate their omnichannel transformation.
For eBusiness & Channel Strategy Professionals

REPORT: Case Study: Intime Embraces New Retail Transformation To Drive Growth

Omnichannel Is The Foundation Of An Insights-Driven Retail Business

January 16, 2019Xiaofeng Wang

Traditional retailers struggle to meet the fast-changing expectations of omnichannel customers and drive business growth. While most firms are digitizing to some degree, transformations seldom yield the expected returns. Chinese department store chain Intime is an exception. It undertook an ambitious 500-day retail transformation program that resulted in a decade-high year-over-year sales growth of 18%. Digital business pros at traditional retailers can learn from Intime to accelerate their retail transformation journey beyond omnichannel.
For eBusiness & Channel Strategy Professionals

REPORT: Transformation Goes Pragmatic

Key Takeaways From Forrester's Singapore And Hong Kong Predictions 2019 Events

January 14, 2019 Tom Mouhsian, Frederic Giron, Xiaofeng Wang, Achim Granzen

Forrester's Predictions 2019 events in Singapore and Hong Kong highlighted the major trends, opportunities, and challenges that companies will face and must address in 2019. This report outlines the key takeaways from both events to help digital business leaders in Asia Pacific (AP) prepare for and lead change in 2019 and beyond.

For B2C Marketing Professionals

REPORT: Chatbots Are Transforming Marketing

Use Chatbots To Help Customers Discover, Explore, And Engage With Your Brands

May 24, 2017Xiaofeng Wang

Marketers' interest in chatbots is growing rapidly, and many plan to launch a branded chatbot in 2017. Success will hinge on marketers' ability to define a clear purpose for the chatbot and set clear objectives for the marketing team. This report shows B2C marketing professionals how to use chatbots for marketing by focusing on the discover, explore, and engage stages of the customer life cycle.
For eBusiness & Channel Strategy Professionals

REPORT: Predictions 2017: Mobile Is The Face Of Digital

November 1, 2016 Julie A. Ask, Dan Bieler, Michael Facemire, Jeffrey S. Hammond, Thomas Husson, Laura Naparstek, Xiaofeng Wang, Jennifer Wise

Mobile is the face of digital: the core of customer experience for leading firms across a breadth of industries. Consumer app fatigue is forcing digital business professionals to offer a portfolio of mobile experiences that go beyond apps and depend on ecosystem partners, pull mobile in-house, operate as a collection of synced Agile teams building better customer experiences — not just digital ones — and collaborate closely with technology counterparts. They'll compose (not code) them using APIs like Lego bricks — breaking from the monolithic models of today.
For B2C Marketing Professionals

REPORT: Case Study: Take A Focused And Disciplined Approach To Drive Chatbot Success

OCBC Bank Created A Marketing Chatbot To Accelerate Revenue Growth

July 21, 2017Xiaofeng Wang

Marketing teams are increasingly interested in leveraging branded chatbots, but most struggle to deliver business value. OCBC Bank in Singapore is bucking the trend: The bank recently created Emma, a chatbot focused on home loan leads, which successfully delivered positive business outcomes within six months. B2C marketing professionals can learn from OCBC's experience to improve their chatbot's chance of success.
For B2C Marketing Professionals

REPORT: The Future Of Messaging Apps

With Bots And Intelligent Agents, New Conversation Interfaces Will Change Your Relationship With Customers

September 19, 2016 Thomas Husson, Xiaofeng Wang, James L. McQuivey

With more than 3 billion consumers spending a lot of time and sharing emotions on messaging apps, brands are facing a whole new set of marketing opportunities and challenges. Messaging apps like WeChat and Facebook Messenger will soon collide with bots and intelligent agents like Apple Siri and Amazon Echo and introduce a paradigm shift for marketers where interactive and contextual conversations will replace ad broadcasting. New conversational interfaces will drive deeper relationships between consumers and brands.
For B2C Marketing Professionals

REPORT: Engage Customers With Mobile Wallet Marketing

What Global Players Can Learn From Asia's Digital Leaders

April 17, 2017Xiaofeng Wang

Mobile wallets are gaining attention across the world. While the focus is primarily on payments, Forrester believes that mobile wallets' real power is to generate powerful customer engagement opportunities. This report shows B2C marketing professionals how leading mobile wallets like Alipay and WeChat already create sophisticated customer engagement features throughout the customer life cycle and advises marketers on how to prepare for the upcoming changes in mobile wallets.