Description
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China demands short-term flexibility and long-term vision
Open 4,000 Adidas stores in China for Robert Louis-Dreyfus, set up Fulljet and be bought by Baozun
– Main topics covered in this episode:
Arriving in China in 1994
Starting Adidas in China: a head hunter wouldn’t even read my CV
China demands resistance and tenacity
At the time 1 pair of Adidas = 1 month’s salary
Chinese consumer had little money but wanted the best products
Adapt the Adidas Strategy to China, anchor in sport vs lifestyle, football vs basketball
How to develop a network of 4000 stores, set up a “machine” that can scale
After having made all these efforts to understand China, wanting to take advantage of its rise
After 15 years at Adidas, switch to his own account, start Full Jett
Decide to become TP (TMALL Partner), help foreign brands to establish themselves in China
Online, Offline, put aside the online before coming back to it via the omnichannel
Be a TP with a different positioning, come from the world of brands
Chinese e-commerce platforms are complex ecosystems
Development of fun shopping / entertainment like the American shopping mall
Omnichannel, complexity of inventory management and customer follow-up across channels
Acquisition by Baozun, Vincent Qiu, complementarity with Full Jet, future in premium and luxury
How foreign brands can meet the challenge of the Chinese market
Stand out among the 150K brands present on TMALL
Luxury in China, boom during covid, the Chinese consumer and its evolution
– Other episodes mentioned:
Fabien @ monbento, Tmall, PME
Jean Baptiste @ Splio, the Chinese consumer
-Liens:
-Profile of Sandrine
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