Managing Director & Partner
Cinthia Chen is a core member of Boston Consulting Group's Consumer practice in Greater China.
Cinthia has extensive experience in strategy formulation and operational excellence across multiple sectors, including FMCG, health and beauty, apparel, shopping mall and department store, and digital and e-commerce. She serves both multinational and Chinese companies, providing solutions on topics such as digital transformation and capability building, strategy and organization, and M&A and post-merger integration.
In her recent client work, Cinthia helped a leading Chinese food and beverage company complete its digital transformation strategy and planning, including consumer engagement, brand and product innovation, channel and sales management, and supply chain. She also advised an apparel company on its digital strategy, developing digital initiatives to be implemented into the business, and crystalizing its ecosystem strategy, while reshaping its consumer experience model.
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.
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.
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.
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.
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.
Six months since our initial consumer sentiment survey, behavioral patterns are starting to take shape.
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?
Several trends we identified a month ago have endured, while important and potentially lasting shifts in consumer thinking and behavior are also becoming apparent.
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.
Chinese consumers are expressing optimism about the days ahead as the country’s coronavirus infection rate begins to drop.