Sesame Asia | # 36 Shanghai: Sandrine Zerbib [Full Jet] Open 4,000 Adidas stores in China, Full Jet buyout by Baozun

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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