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Lambert Bu

Senior PartnerShenzhen

Drives digital and omnichannel transformations across consumer-facing industries in China.

Lambert leads McKinsey's Digital & Analytics service line in the consumer, retail, and healthcare industries. He's passionate about helping "traditional" companies transform towards omnichannel consumer engagement, enabled by digital technology.

His client work includes defining enterprise digital & analytics strategy, incubating new digital-enabled businesses, transforming existing businesses with digital, building digital organizations and capabilities, and establishing partnerships with digital ecosystem players.

Examples of Lambert’s recent client work include:

  • Helped a leading grocery retailer in China transform its core business towards omnichannel based on extensive nation-wide store network, and building up its end-to-end omnichannel organizational capabilities.
  • Helped a leading global sports brand define its China omnichannel strategy, including accelerating digital commerce, establishing a digital-enabled store network with a new partnership model, and building a China for China technology stack.
  • Helped a leading global pharma player setup its China digital innovation center, incubate the first waves of digital innovation use cases, and build up its digital innovation teams.
  • Helped a leading home appliance player in China design & pilot an omnichannel go-to-market model for its new retail format, and define its omnichannel retail enablement capabilities.
  • Helped a leading mobile phone player in China define its corporate-wide digital-enabled business capability blueprint, and launch a holistic digital transformation program.
  • Designed a digital strategy for a global leading consumer health player, and launch digital transformation across its BUs & JVs, including omni-channel, social commerce, and membership based CRM.

Past Experience

Intel Corporation
Project manager in e-business group


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

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

What Singles Day can tell us about how retail is changing in China,” McKinsey & Company, December 2018

Chinese luxury consumers: More global, more demanding, still spending,” McKinsey & Company, August 2017

An ‘Uber’ for Chinese e-commerce,” McKinsey & Company, January 2017


Shanghai Jiaotong University
BA, Computer Science