Adam Xu

Adam Xu


Adam is a leading practitioner in the Consumer and Retail sector in China for Strategy&, PwC’s strategy consulting business. Based in Shanghai, Adam Xu is a Partner with PwC China. He has over 15 years management consulting and market research experience in China, Hong Kong, Southeast Asia and the U.S. His major consulting experience covers consumer goods and digital industries. Mr. Xu specializes in developing China go-to-market strategy, 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 and media, he has developed e-commerce strategy and operating model for both internet and traditional companies.

Mr. Xu’s key functional expertise centers on:

  • China entry and growth strategy
  • Go-to-market strategy and operating model redesign (end-to-end from concept to implementation)
  • Digital strategy and new business model (end-to-end from ideation to implementation)

Selected relevant experience includes:

  • Developed a distribution expansion strategy for a leading European personal and house-care company in China
  • Developed China growth and channel strategy for a major US cosmetics and personal-care company, including the new approach for ecommerce
  • Developed China growth strategy and transformation program for a major Asian food and confectionary company based in Korea
  • Developed new go-to-market models for China for a leading global food and beverage company
  • Developed market reentry strategy for a major stout beer brand in China; the delivery resulted in a strategy pitch for one of the largest global spirits companies
  • Evaluated growth options and developed China growth strategy for the downstream business of one of the largest global agribusiness and food companies; the recommendation helped formulate the client’s downstream business strategy in China
  • Developed China entry strategy for a leading global ecommerce company
  • Helped a global hair-care client design a distribution strategy and refine according GTM model as well as organization
  • Developed growth strategy and organization restructuring for a global home and building product company
  • Developed China entry strategy for a leading U.S.-based interior paints manufacturer
  • Conducted strategic options assessment, financial analysis and strategy recommendation for a major Australian general insurer on China growth strategy; resulted in its China business model changes
  • Developed the overseas expansion strategy for a leading Chinese automotive OEM, including sourcing analysis, alternative energy research, product portfolio selection, and distribution channel design
  • Developed the China growth strategy and evaluated potential partners for a global leading auto supplier, including market assessment, growth opportunities prioritization, strategy development and potential partners screenin

Mr. Xu has co-authored a number of articles on industry topics, including "Impact of Social Media in China," "2012 China Consumer Market Strategies," and "China’s Digital Champions."

Education and other skills:

  • MBA, Leonard N. Stern School of Business, New York University, Beta Gamma Sigma Scholarship
  • BA, Economics, specialization in International Finance, Fudan University
  • Chinese national; fluent in Mandarin & English