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Cinthia Chen is a leading member of Boston Consulting Group's Consumer practice in Greater China. She also leads the Global Advantage practice in Asia Pacific.

Cinthia has extensive experience in a wide spectrum of consumer industries, advising both multinational and Chinese companies on topics such as strategy formulation, transformation and change management, branding, digitization, operational excellence, organization and talent, globalization, M&A, and post-merger integration.

Cinthia also leads BCG’s Center for Customer Insights in China and is an expert on customer centricity transformation.

AREAS OF EXPERTISE

EDUCATION

  • MBA, Duke University Fuqua School
  • Bachelor of Industrial Foreign Trade and Automatic Control, Shanghai Jiaotong University.

Publications and Videos

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An Evolving BRICS and the Shifting World Order

As more big emerging markets join the BRICS+ nations, the grouping could give the Global South a greater voice in world affairs and challenge the domination of existing institutions.
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The Next Chapter in China’s Consumer Story

By 2030, China’s middle-class and affluent population will increase by 80 million. To tap this market, companies need to understand the four generations dominating the surge.
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Mind the Generation Gap

China’s middle-class and affluent consumer population will increase by 80 million by 2030. Nearing 40% of the total population, this segment will become a source of long-term resilience for the Chinese consumer market.
Revisiting the China Opportunity Hero Rectangle

Revisiting the China Opportunity

With the global economy in flux, companies must rethink their ways of doing business in China if they hope to keep current with the world’s largest contributor to GDP growth.
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Chinese Consumer Trends in the New Reality Series 2: The Rise of New Lifestyles

This report focuses on the wider macro-environment and leverages consumer behavioral data from the Center for Customer Insight and social networks data from Ocean Engine to discover the most important industry development opportunities of the future.
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2021 Digital Marketing Insight Report

BCG and Alimama's collaboration has produced DEEPLINK, a new marketing indicator management system covering all components of the pre- and post-sales funnels, based on a data operations middle platform.
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DEEPLINK深链经营孕育品牌发展新商机

BCG再度联合阿里团队，打造深链经营体系（DEEPLINK），促进营销过程的透明化，并细化探索营销活动中人群资产转化和用户路径流转的微妙变化。
Edition 4: How Emerging Market Consumers Are Living with the Pandemic

The Surprising Resilience of Emerging-Market Consumers

Although anxiety over health and finances is high, attitudes remain surprisingly resilient. And some behavioral changes—including greater use of digital commerce and tools—are sticking.
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Edition 3: Who Is the Emerging-Market Consumer in the Postpandemic Era?

Six months since our initial consumer sentiment survey, behavioral patterns are starting to take shape.
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COVID-19 Consumer Sentiment Snapshot #12: The Pace Car

China has been managing the coronavirus much longer than the rest of the world. What do its consumers’ plans and behaviors reveal about the post-pandemic future?
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Edition 2: COVID-19 and the Emerging-Market Consumer—The Power of Resilience

Several trends we identified a month ago have endured, while important and potentially lasting shifts in consumer thinking and behavior are also becoming apparent.
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Edition 1: COVID-19 and the Emerging-Market Consumer—Five Trends to Watch

Consumers in emerging markets are both fearful and guardedly optimistic. This yin-and-yang tension is shaped by the character of these vibrant but complex markets.