Adam Xu is a Shanghai-based Partner with Strategy&. Mr. Xu has over 12 years of 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 has co-authored a number of articles on industry topics, including "Impact of Social Media in China," " China Consumer Market Strategies," and "China’s Digital Champions."