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 behaviors 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 eBusiness & Channel Strategy Professionals

    Report: Brief: Hotels Differentiate With Mobile Moments

    Mobile is changing travelers' behaviors and expectations worldwide, making mobile moments the next battlefield for hotels. While Chinese travelers are rapidly embracing mobile moments delivered ...

  • For B2C Marketing Professionals

    Report: Vendor Landscape: Digital Agencies In China

    Marketers in China need more external support than ever to engage with the rapidly growing digital population in a fast-changing digital ecosystem. This report helps B2C marketers understand the...

  • For B2C Marketing Professionals

    Report: The Future Of Messaging Apps

    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...

  • For eBusiness & Channel Strategy Professionals

    Report: 2016 China Mobile Banking Functionality Benchmark

    We used our Mobile Banking Functionality Benchmark methodology to evaluate the mobile banking offerings of Alipay and five retail banks in China on 41 criteria. Last year's top performer Alipay ...

  • 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...

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