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Consumerism is already big in China—people simply love to shop. But China is unusual in that Internet access has far outpaced the reach of the top physical retailers, which means that e-commerce development probably will not mirror the pattern in other countries.

Waldemar Jap

Waldemar Jap is the regional sector lead for The Boston Consulting Group’s Consumer practice. He joined the firm in Greater China in 1996. Three years later, he left to earn his MBA from Stanford Graduate School of Business. He rejoined BCG in 2001.

In his work with consumer goods companies and retailers, Waldemar has helped define product and brand positioning, achieved a 15% improvement in advertising cost efficiency for a global beverage company in China, designed sales structures and processes for several fast-moving consumer-goods players in China, and developed a China entry strategy for a health-and-beauty-concept retailer, among many other projects.

Waldemar has applied his knowledge of and theories about consumerism in China to help reach client goals in cost efficiency and growth. He is fluent in English, Cantonese, and Mandarin and has cowritten many BCG publications focusing on the Chinese consumer.

Areas of Expertise

  • Effectiveness of marketing and trade spending
  • Sales and distribution
  • Market entry and growth strategy
  • E-commerce and digital marketing
  • Consumer insight and branding
  • Supply chain in consumer goods companies
  • Retail channel and format design plus franchise management
  • Mergers and acquisitions, partnerships


  • MEng, engineering, University of Cambridge
  • MBA, Stanford University Graduate School of Business
  • BA, first-class honors, University of Cambridge
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