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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.

AREAS OF EXPERTISE

EDUCATION

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

Publications and Videos

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.
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.
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COVID-19 Consumer Sentiment Snapshot #3: Turning the Tide

Chinese consumers are expressing optimism about the days ahead as the country’s coronavirus infection rate begins to drop.
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How Chinese Companies Have Responded to Coronavirus

Many companies in China have already moved beyond crisis response to recovery efforts. Here’s what the rest of the world can learn from them, as Martin Reeves and colleagues write on hbr.org.
豊富な専門知識と幅広い経験