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  • Xiaofeng Wang

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  • For B2C Marketing Professionals

    Report

    Report Case Study: Max Factor China Rejuvenates Customers' Loyalty With Social CRM

    January 18, 2017 | Xiaofeng Wang

    B2C marketers find it increasingly challenging to earn loyalty as empowered consumers become entitled customers with more options than ever before. This case study explores how Max Factor invested...

  • For B2C Marketing Professionals

    Report

    Report Understand Social Consumers To Achieve Marketing Success In Asia Pacific

    Use Social Technographics® Scores To Define Your Social Approach And Tactics In Asia Pacific
    November 22, 2016 | Xiaofeng Wang, Gina Fleming

    Marketers in Asia Pacific are increasingly investing in social marketing. They expect great returns but face the challenge of determining the most successful social marketing strategies. B2C...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Quick Take: AR, VR, And Global Brands Help Singles' Day Surpass $18 Billion In Online Sales

    The World's Biggest eCommerce Day Falls Short Of Expectations But Still Breaks Records In 2016
    November 14, 2016 | Lily Varon, Xiaofeng Wang

    November 11 is Singles' Day in China — the biggest eCommerce day in the world. This year, Singles' Day generated almost $18 billion in one day just for Alibaba, the company that turned the holiday...

  • For B2C Marketing Professionals

    Report

    Report The Forrester Wave™: Digital Agencies In China — Strategy And Execution, Q4 2016

    The Eight Providers That Matter Most And How They Stack Up
    November 9, 2016 | Xiaofeng Wang

    In our 29-criteria evaluation of the strategy and execution capabilities of digital agencies in China, we identified the eight most significant agencies — BlueFocus Digital, Isobar, OgilvyOne,...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Predictions 2017: Mobile Is The Face Of Digital

    Landscape: The Mobile eBusiness Playbook
    November 1, 2016 | Julie A. Ask, Dan Bieler

    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...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Brief: Hotels Differentiate With Mobile Moments

    Smart Hotels Are Crafting High-Value Mobile Moments Throughout Their Customers' Journeys To Create Competitive Advantage
    October 12, 2016 | Xiaofeng Wang

    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 by...

  • For B2C Marketing Professionals

    Report

    Report Vendor Landscape: Digital Agencies In China

    September 21, 2016 | Xiaofeng Wang

    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

    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

    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

    Report 2016 China Mobile Banking Functionality Benchmark

    Alipay Retains A Slim Lead, But Traditional Banks CMB And ICBC Are Quickly Catching Up
    June 6, 2016 | Xiaofeng Wang

    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 has...

  • For B2C Marketing Professionals

    Report

    Report The World's Largest Digital Market Goes Programmatic

    Decoding China's Unique Programmatic Media Buying Ecosystem
    May 20, 2016 | Xiaofeng Wang

    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,...

  • For Customer Experience Professionals

    Report

    Report Leading Innovative Mobile Experiences In Asia Pacific, 2016

    April 13, 2016 | Ryan Hart, Thomas McCann

    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...

  • For B2C Marketing Professionals

    Report

    Report Brief: Airlines Must Embrace Mobile Moments To Differentiate

    Smart Airlines Are Building Competitive Advantage By Crafting High-Value Mobile Moments Throughout Their Customers' Journeys
    March 10, 2016 | Xiaofeng Wang

    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...

  • For B2C Marketing Professionals

    Report

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

    Key Takeaways From Forrester's Digital Marketing Awards China
    February 27, 2016 | Xiaofeng Wang

    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...

  • For B2C Marketing Professionals

    Report

    Report Benchmarking Social Marketing Efforts In China In 2015

    WeChat Earns The Top Spot In Both Adoption And Marketer Satisfaction As LinkedIn Enters The Chinese Market
    January 21, 2016 | Xiaofeng Wang

    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...

  • For B2C Marketing Professionals

    Report

    Report Brief: Smart Banks Tap Into Customers' Mobile Moments

    Smart Banks Are Building Competitive Advantage By Serving Mobile Bank Customers Throughout The Customer Journey
    January 8, 2016 | Xiaofeng Wang

    Mobile banking is gaining momentum worldwide, and mobile moments are the next battleground for banks. While Chinese consumers are rapidly embracing mobile moments, most banks have yet to follow...

  • For B2C Marketing Professionals

    Report

    Report Take Three Steps Toward Social Success

    Adopt The Social Technographics® Model To Develop The Right Social Strategies And Tactics In China
    December 11, 2015 | Xiaofeng Wang

    B2C marketers in China are increasingly investing in social marketing and expect great returns but face the challenge of determining the right social marketing strategies and tactics. Forrester's...

  • For CMO Professionals

    Report

    Report Predictions 2016: The Entitled Customer Emerges In Asia Pacific

    Marketers And eBusiness Pros Will Join Forces Through Six Big Shifts
    November 4, 2015 | Michael Barnes, Gene Cao

    Digital experiences are the new normal for customers across Asia Pacific (AP), empowered by widespread — and in some cases now universal — access to mobile technology. They're no longer...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report 2015 China Mobile Banking Functionality Benchmark

    Alipay Tops Our Review Of Chinese Banks' Mobile Services
    October 26, 2015 | Xiaofeng Wang, Gene Cao

    Forrester evaluated the mobile banking offerings of five of China's largest retail banks plus Alipay. The banks all deliver the basics, with a variety of informational and transactional features...

  • For B2C Marketing Professionals

    Report

    Report Case Study: Spring Airlines' Digital Business Takes Off With Social Marketing

    September 16, 2015 | Xiaofeng Wang

    B2C marketers increasingly face the challenge of engaging hypersocial, always-addressable digital consumers. This case study explores how Spring Airlines invested in social marketing to accelerate...

  • For CMO Professionals

    Report

    Report Leverage Mobile Platforms And Partners To Power Your Customer Engagement Strategy

    Borrow Mobile Moments From Third-Party Platforms Throughout Mobile Ecosystems In China
    August 21, 2015 | Xiaofeng Wang, Julie A. Ask

    CMOs face a major challenge: Most customers will not download your mobile app, but mobile is the most important digital touchpoint for winning, serving, and retaining those customers. As a result,...

  • For B2C Marketing Professionals

    Report

    Report Brief: Digital Marketers Are Embracing eCommerce, And China Is Leading The Way

    As Obsolete Organizational Boundaries Fade, Digital Marketers Are Increasingly Taking Responsibility For eCommerce Initiatives
    August 5, 2015 | Xiaofeng Wang

    As B2C digital marketing professionals become more directly responsible for business outcomes, they are gradually taking responsibility for eCommerce. Our research shows a clear trend toward...

  • For B2C Marketing Professionals

    Report

    Report Content Marketers Should Use Messaging Apps To Build Long-Term Customer Relationships

    Marketers Miss Depth And Relationship Opportunities On The Path To Purchase
    July 24, 2015 | Clement Teo, Xiaofeng Wang

    The Asia Pacific (AP) region is a leader in innovative messaging apps. Apps like WeChat, Line, and KakaoTalk are transforming into digital platforms where users interact and trade, giving marketers...

  • For B2C Marketing Professionals

    Report

    Report Reinvent Customer Relationships With WeChat Mobile

    Leverage The Power Of WeChat's Mobile Ecosystem In China
    July 8, 2015 | Xiaofeng Wang

    WeChat is the largest mobile social app in Asia Pacific. Offering advanced features and services that go far beyond messaging to both consumers and marketers, it dominates Chinese consumers' mobile...

  • For B2C Marketing Professionals

    Report

    Report Brief: The Power Of Borrowed Mobile Moments

    Engage Chinese Consumers By Borrowing Mobile Moments From Top Chinese Apps
    June 2, 2015 | Xiaofeng Wang

    Marketers are struggling to keep up with Chinese consumers, who have high expectations of their mobile experiences. Mobile moments are the next competitive battleground, but very few brands...

  • For B2C Marketing Professionals

    Report

    Report The New Mobile Mind Shift Index: China

    Mobile Expectations Are High In The Largest Smartphone Market
    April 2, 2015 | Xiaofeng Wang

    Marketers in China are lagging behind consumers in mobile adoption, and they need to do a better job understanding mobile behavior trends to develop effective mobile strategies. Forrester's newly...