About Wayne
A China strategy and brand team built to move decisions into the market.
Founded in Shanghai in 2021, Wayne works across strategy, brand, product, channel and sales enablement so that international companies do not have to assemble a fragmented entry answer.
Our role is not to make China sound complicated. It is to identify the decisions that matter, make them clearly and help the company carry them into products, tools and market action.
The working model
One team follows the same strategic thread.
Market research, positioning, naming, product thinking, creative development and channel tools are reviewed against the same customer decision. This reduces the handover loss that occurs when strategy, translation, design and activation are commissioned separately.
Wayne works in bounded 90-day priorities. The format creates a clear problem, a defined set of outputs and decision gates with the client team. Longer partnerships use successive priorities rather than an open-ended list of activity.
Founder
Wayne Chen
陈伟恩
Wayne Chen has more than 20 years of frontline China market experience. His career developed from designer and design director to strategy director and partner before he founded Wayne.
That progression shapes the firm’s working standard: a strategic decision is incomplete until it can guide a product, a brand asset, a channel tool or a sales conversation. Wayne remains personally involved in major project judgement and output review.
He is the author of the forthcoming Chinese-language book Scale Brand. The book is described according to its current publication status and is not represented as already published.
Founder’s Selected Experience
Earlier career experience, clearly separated from Wayne’s company work.
The brands below relate to Wayne Chen’s professional work before he founded Wayne Brand Consulting in 2021. They are presented as the founder’s earlier career experience and must not be interpreted as clients of Wayne Brand Consulting.
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Mixue Bingcheng 蜜雪冰城
Earlier professional-stage brand work · Pre-2021
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Xibei 西贝
Earlier professional-stage brand work · Pre-2021
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Chubang 厨邦
Earlier professional-stage brand work · Pre-2021
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Jiangxiaobai 江小白
Earlier professional-stage brand work · Pre-2021
Priority sectors
Categories where product truth, trust and route to market must work together.
Food & Beverage
Nutrition & Health
Pet Care & Veterinary
Consumer Products & Retail
B2B Manufacturing
Professional Services
Make the next China decision clearer.
Tell us where your company is in the journey. We will first understand the opportunity, the decision you need to make and whether Wayne is the right working partner.