About
Who we are?
Folkwang Group
Founded in 2016, Folkwang Group is a specialized consulting firm focused on product strategy.
Founder Xiong Hao has over a decade of expertise in product strategy, and the team leverages its cross-disciplinary collaboration capabilities to serve leading groups such as BSH (Bosch Siemens Home Appliances), Midea, Haier, TCL, and Aftershokz, while also providing end-to-end support from decision-making to execution for startups. The group has served over 100 large enterprises and accompanied more than 30 startups through their growth journeys.
We help clients achieve not only the creation of strategic blueprints but also measurable and actionable implementation outcomes, empowering them to continuously generate commercial value in fiercely competitive markets.
Drawing on its solid industry foundation, the company's service cases have been repeatedly recognized by internationally authoritative awards. It holds 32 trademarks, 78 patents, and numerous methodological achievements, with the SODO methodology successfully incorporated into the repository of China's Ministry of Industry and Information Technology (MIIT).
Looking ahead, Folkwang Group will continue to prioritize strategic planning capabilities and innovative implementation mechanisms, empowering enterprises to build end-to-end competitiveness from product definition to market positioning. We aim to become a long-term partner for clients in achieving sustained commercial value creation amid ongoing transformations.
Partners
YueLong
- Co-founder of Folkwang Group Strategic Consulting
- Senior Product Innovation Consultant and Industry Mentor at Multiple Universities
Graduated from Tianjin University's Industrial Design program and Beijing Institute of Technology's Service Design program. Previously held roles at Lenovo Research Institute, Taiwan Advantech, and FAW Toyota Research & Development Center. In 2013, co-founded Kurz Kurz Design China branch as the Head of Product Strategy; in 2016, co-founded Folkwang Group, specializing in brand and product innovation.
Possessing over 15 years of experience in product innovation, project management, and design strategy, with expertise in methodology development and corporate strategy research. Contributed to the creation of Definition. Leading teams to provide cross-industry innovation services—including brand strategy, trend forecasting, and design consulting—for conglomerates, consumer goods companies, and technology enterprises. Spearheaded the development of over dozens of strategic product lines, driving 1 billion+ CNY in revenue, while helping clients streamline innovation processes and establish systematic product development frameworks.
Joy Li
- Co-founder of Folkwang Group Strategic Consulting
- Senior Innovation Strategy Consultant and Certified Innovation Mentor by SAFEA
- Former Brand Strategy Director, Greater China Region at P&G
- Partner at Rhizome, a leading commercial anthropology research institute in China
15 years of practical experience in product strategy, recognized as an industry expert in product strategy. Services to notable companies include: Procter & Gamble, Unilever, Haier, Midea, Alibaba, Tencent, Amway, Infinitus, Smoore, DCH International, Chanel, and Honda. Primarily responsible for product and brand strategy, product line planning, and end-to-end product management. Possesses extensive hands-on experience in product development, brand building, and innovation. Notable achievements include positioning Smoore’s brand as a technology-driven brand, establishing product line planning frameworks for a division of Midea, and leading the reconstruction of Integrated Product Development (IPD) processes and Market Management (MM) systems for a billion-dollar consumer goods group. These efforts resulted in 5 years of sustained double-digit revenue growth.
Expert Team
LiJunsong
- Former Vice President of Mama.cn (妈妈网) under Tencent
- Co-founder of Leshou Express (乐收快递)
- Former Director of Motorola China South China Region
Holds a Bachelor’s degree in Information Engineering from Huazhong University of Science and Technology, and an MBA from the Carlson School of Management at the University of Minnesota. As an expert in digital innovation strategy and operations, they previously served as an executive at multinational companies and later ventured into internet entrepreneurship, holding executive roles or co-founding Mama.cn and Leishou Express.
Currently focusing on two key areas: manufacturing digital transformation consulting, designing innovation strategies, implementation pathways, and guiding companies through their transformation and upgrading processes. Additionally, they specialize in international brand digital marketing, developing social media systems, SEO promotion strategies, and e-commerce operations to support businesses in expanding into global markets.
ChenQiang
- Deputy General Manager of E-commerce at Osmo Biotechnology Co., Ltd.
- Marketing Expert at Alibaba/Ant Financial
- Global Brand Director of Huawei Consumer Business Group
- Senior Brand Manager at Procter & Gamble
Over 15 years of experience in product innovation and brand marketing, with expertise in designing and executing strategies for brand positioning, product development and marketing, business strategy, and operational execution. This includes extensive experience across industries such as fast-moving consumer goods (FMCG), 3C electronics, the internet sector, and durable consumer goods. Practical experience spans domestic markets, overseas markets, and cross-border e-commerce.
Skilled in brand positioning and strategic planning, product planning and innovation, product development process design, and brand and product marketing. Has provided brand strategy, product design, and marketing services for companies including Osmino, Huawei, P&G Olay, and the Alipay App.
WangHengxiang
- Industrial Design Expert
- Visual Communication Expert
Graduated from the Product Design program at Nottingham Trent University in the UK.
Previously served as Senior Manager at BLAKK (Singapore). In 2019, as brand director, launched MANSAMUSA, a furniture sub-brand under BLAKK, overseeing its full-scale brand development. Also led the visual identity design for the Guangzhou Design Week from 2018 to 2022. In 2022, joined Fuke Wang Group, serving as Business Director and Design Director for the Kurz Kurz Design brand division, responsible for brand strategy and visual design execution. Has worked with brands such as Kavala, Civro, Munkii, and Farneza, accumulating cross-border experience spanning design to end-to-end brand management.
WangYushi
- Senior User Researcher at Steelcase
- Co-founder of the China Chapter of the Ethnographic Praxis in Industry Conference (EPIC)
With over a decade of experience in ethnographic research.
During his tenure at Steelcase, he led research projects focused on high-growth markets, Chinese corporate executives, and corporate innovation collaboration. The findings from these studies were gradually applied to new product lines such as Navi Teamisland and Diversal. After leaving Steelcase, Wang Yushi dedicated himself to advancing ethnographic research. As a member of the International Corporate Ethnography Research Organization (EPIC), he co-founded the EPIC China Chapter and actively expanded the application and influence of qualitative research in corporate innovation within China.
Cooperative Capital
Our Offerings
Formulate Product Strategy
- For businesses in red-ocean markets
- Define value anchors
- New markets / audiences / content
- Clarify innovation directions
- Long-life cycle strategic flagship products
Cultivate Product Culture
- Building innovative organizations
- Inject internal innovation needs
- Product definition methodology
- SODO course delivery
- Tailored framework refinement
Construct Brand Equity
- Tech unicorns / going-global firms
- Productizing technology; commercializing products
- Expand brand commercial value
- Core brand elements, brand VIS
- Clarify product brand layout and objectives
We Target
- Startups
- Growing Brands
- Premium Brands
- Going-Global Brands
- Overseas Brands
Team Hierarchy
