Adam Xu

Adam Xu has over 15 years management consulting and market research experience in Greater China. His major consulting experience covers consumer-facing industries including FMCG, Retail and Leisure related products and services.

Adam brings over 15 years’ experience as a leading practitioner in the Consumer and Retail sector in China. Adam is based in Shanghai. He specialises in developing China growth/entry strategy, China channel strategy and go-to-market model redesign, designing new business models (especially related to digital) and leading the roll-out of large projects for multinationals as well as local Chinese companies. As an expert on e-commerce strategy and partnership model for both internet and traditional companies.

Education & Prior Experience

  • MBA, Leonard N. Stern School of Business, New York University
  • BA, Economics specialised in International Finance, Fudan University


  • Corporate Strategy
  • Business Unit Strategy
  • Strategy Realisation


  • Consumer Services

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