Yujie Si: Embracing Change

With extensive experience in strategy consulting, especially in consumer goods and retail, what initially drew you to these industries?

I joined consulting when I graduated from college in Hong Kong. Back then, I was told it was a good job because I could travel around the world and talk to many CEOs. I believed that, jumped into the industry and stayed for 13 years. I chose consumer goods as my specialization area and found real passion in it. Consumer goods and retail are close to daily life and constantly evolving. I am thrilled by the latest market developments every year and never get bored. In my early years as a junior consultant, I did many store visits – from luxurious shopping malls to shabby markets in remote towns – and still keep this habit as my “hobby” today. Wherever I travel, even on personal vacations, I spend at least two hours visiting local supermarkets and mom-and-pop stores. I find joy, besides market insights, in these visits.

BCG is a pioneer in business strategy. Could you share more about your journey with BCG and how your experience there has shaped you?

I joined BCG in 2020, a year full of turbulence and uncertainty for many businesses around the world. As my team and I pushed through this challenging time, a BCG philosophy inspired me significantly – “Grow by growing others.” Consulting is all about people. Success in this industry is not only about your own promotion but, more importantly, about developing team members and empowering those around you. Creating opportunities for young consultants, coaching them, and helping them through tough times have been top priorities for me during my years at BCG. While we climb our own “career ladder,” we also hold the ladder steady for others.

For our readers who aspire to succeed in business, what valuable lessons can you share from your journey as a partner at BCG?

It is important to build your personal brand. In the consumer goods business, a brand speaks of a product’s unique features, ensures quality and consumer trust, and supports a premium price. The same concept applies to a personal brand in professional life. To establish your personal brand, develop deep expertise in an area so that people think of you first when they need advice or support in that field. In my case, I built my reputation in consumer goods investment, and many private equity funds in Shanghai and Beijing approach me when they considering a deal in the sector. Building your personal brand is a “pull” strategy that creates long-term competitiveness.

Moving from Hong Kong to New York City, how has this transition shaped your perspectives on both career and life?

As I turned 35 last year, I started wondering – am I staying too far from the latest trends? Are my ideas becoming outdated? After 13 years in one industry, my social circle consisted of people with similar backgrounds and career paths, while the world was changing rapidly, and the old ways of viewing the market may no longer apply. Therefore, I moved from Hong Kong to New York this year to gain fresh perspectives and explore new horizons. So far, what I have gained in New York is far beyond my expectations.

How do you approach work-life balance, and what advice would you give to other women pursuing demanding careers?

Throughout my career, I’ve admired a number of women who manage to balance work and life well, running a shining profession as well as a happy family. But I know it’s not easy – they’ve endured many tough moments. My advice is that you don’t have to be perfect at everything, and it’s okay not to seek balance all the time. As a business strategist, I believe in prioritization. Young women should feel free to set their priorities at different stages of life on their own goal.

In today’s globalized world, what do you see as the responsibilities of business leaders toward social impact?

It’s interesting that you mention a “globalized” world. Many people are discussing de-globalization nowadays, as geopolitical tensions and protectionism rise, affecting many of my clients’ businesses. On such background, the business community plays a critical role in maintaining global connectivity and a shared growth agenda. When I am in New York this year, I’ve spoken with people from various sectors about the future of global power dynamics. The business leaders I’ve met have expressed a strong willingness, among all sectors, to maintain constructive engagement and avoid escalations in conflict. I think this is a critical value that business leaders can add in today’s turbulent world.

What are your future plans and aspirations?

I’d like to explore business platforms and career opportunities in ESG (Environmental, Social, and Governance) themes. ESG trend is reshaping the global consumer indus- try and its supply chains. I’m currently leading an academic project to assess consumer willingness to pay for low-carbon products. I believe that business model innovation will expand our vision for a greener future.