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Daniel Zipser

Senior Partner, Shenzhen
Advises Asian and multinational, consumer, retail and apparel companies on growth and performance, bringing deep expertise specifically on the Chinese consumer

About Daniel

Daniel leads our Consumer Packaged Goods and Retail Practices in Greater China. He works with local Chinese leaders to transform their businesses by driving profitable growth in China and delivering successful global expansion. He also works with some of the world's largest consumer companies to drive their performance in China and elsewhere in Asia.

Daniel began his McKinsey career in the Frankfurt Office in 2001 and transferred to the Shanghai office in 2007. He led the Sales & Marketing Practice in Greater China between 2010 and 2015 before assuming leadership of the Consumer Packaged Goods and Retail Practices, also in Greater China, in 2016.

Daniel works with a broad set of consumer companies spanning beauty, food, beverages, beer, spirits, fashion, apparel, and automotive. His primary focus remains sales and marketing, but his client work often spans broader, more holistic topics including organization, corporate finance, and operations.

Examples of his work include the following:

  • leading the end-to-end transformation of a global beauty company focusing on sales and marketing globally, and all Asia-related topics
  • developing the corporate strategy for a leading Chinese food-and-beverage company, including portfolio review and new category entries
  • designing a 5-year strategic plan for a major Chinese dairy company, including both top-line and bottom-line performance improvement levers
  • supporting a leading spirits company on revenue-growth management and organizational design across Asia
  • delivering double-digit growth for a premium car company by transforming its sales, marketing, network, and digital functions
  • advising more than 20 retailers on store network planning and expansion (“where to play”)
  • creating and executing e-commerce strategies for more than ten consumer and retail companies
  • working with a global beverage giant across Asia with focus on growth, marketing, route-to-market, digital, and business development
  • designing marketing and growth programs throughout Asia for premium and luxury players in cosmetics, spirits, and electronics
  • supporting several European and US retailers on their China and South East Asia market entry

Daniel is a frequent author, publishing articles to help companies better understand consumers in Asia and specifically China. He publishes a regular LinkedIn blog. In this, he explores consumer and retail trends across Asia, with a focus on China. Daniel speaks German and English fluently and is conversant in French. 


Has China’s auto market hit a speed bump?,” McKinsey & Company, May 2016

What’s driving the Chinese consumer,” McKinsey & Company, April 2016

How healthy are Chinese consumers?,” McKinsey & Company, March 2016

Getting products to Chinese consumers productively,” McKinsey & Company, April 2015

Where are China’s global brands?,” McKinsey & Company, November 2012

Published work

China: Still the world’s growth engine after COVID-19,” McKinsey & Company, November 2020

A perspective for the luxury-goods industry during—and after—coronavirus,” McKinsey & Company, April 2020

How China’s consumer companies managed through the COVID-19 crisis: A virtual roundtable,” McKinsey & Company, March 2020

China consumer report 2020: The many faces of the Chinese consumer,” McKinsey & Company, December 2019

The innovations behind China’s Singles Day shopping phenomenon,” McKinsey & Company, December 2019

Insights into China’s dynamic auto market from Daimler’s Hubertus Troska,” McKinsey & Company, October 2019

China digital consumer trends in 2019,” McKinsey & Company, September 2019

The Chinese luxury consumer,” McKinsey Quarterly, August 2019

How young Chinese consumers are reshaping global luxury,” McKinsey & Company, April 2019

Can the Chinese consumer keep the economy humming?,” blog entry, McKinsey & Company, October 2018

The global battle for the hearts and wallets of Chinese consumers,” AmCham Shanghai, July 2018

How retailers in China should restore growth and profitability,” McKinsey & Company, June 2016

Finding a cure for China’s luxury hangover,” McKinsey & Company, May 2016

Finding the fast lane: Emerging trends in China’s auto market,” McKinsey & Company, April 2016

Here comes the modern Chinese consumer,” McKinsey & Company, March 2016


WHU - Otto Beisheim School of Management
PhD, finance
MA, economics and business administration