We all know that Ecommerce in China is booming? But have you ever wondered what the Ecommerce ecosystem looks like? Yes an ecosystem! Because it takes multiple parties to make your online business a success. What does it takes to succeed? Why some brands do and some don't? Tune in to learn more.... In this episode we have Sandrine Zerbib on the show. She has been in China since the mid 90's helping mostly sports fashion brands to enter and grow in the Chinese market. Ecommerce has been an important vehicle, but riding that vehicle is a whole different ball game. Sandrine is a true inspiration. Humble, curious and energetic. There is a reason why she is asked by many board members to advise on their China strategies. I am so happy to announce that she is writing a book about her learnings on Chinese leadership and entrepreneurship. It will be published in a few months and we will keep you updated.
Bio Sandrine Zerbib
Over 25 years’ experience in consumer business in China, out of which the last seven years working on cracking the code of Chinese digital native millennials.
Sandrine Zerbib founded and is currently running a Shanghai based and China focused brand management and digital agency specialized in digital brand strategy, e-commerce operations and 360 marketing – from performance marketing to community management and event digitalization. Most Full Jet clients are international fashion, lifestyle and sports labels, such as G-Star, Dr. Martens, Lacoste, TOMS, Brooks Running, Skechers, UGG, DeBeers and many others (www.fulljet.com.cn). Early this year, Full Jet was acquired by Baozun, the undisputed e-commerce service provider in China.
In addition, she is currently a member of the Advisory Board of Pictet Premium Brands Fund, as well as a director of the board of Allure Systems – a start-up providing fashion companies with a solution for virtualized apparel enabling virtual try-on.
She was previously a director of the board of Esprit Holdings Ltd., a director of the China board of Infront Sports & Media, the non-executive Chairman of the Board of Lacoste China and CEO and Executive Director of China Dongxiang (Group) Co., Ltd, a Chinese company listed on the Hong Kong stock exchange and specialized in the production, marketing and distribution of sports fashion brands in China and Japan, notably Kappa and Phenix.
Until mid-2007, Sandrine Zerbib was the President of adidas Greater China. She was appointed in the mid-1990s to create and develop the China business of adidas. She started and successfully developed the adidas business in China, from its naissance stage to its present market leading position.
Under Sandrine’s leadership, adidas emerged as a leading performance sports brand in China, set to be the number one brand by 2008. With a network of close to 4,000 adidas brand stores across approx 500 cities when Sandrine left adidas, adidas was already achieving about USD 1 billion in net sales, making China the second largest market for adidas outside the United States.
Underpinning these achievements was a fully controlled distribution system and a constant effort to build a distinctive and inspirational brand for China’s young, dynamic and energetic consumers.
One of adidas Greater China’s most outstanding milestones has been securing the partnership rights to the Beijing 2008 Olympic Games. The partnership was a platform for ongoing engagement with Chinese consumers and a true point of differentiation that proved adidas commitment to the development of sports in China.
While guiding adidas to success in China, Sandrine managed to make and maintain adidas Greater China the most profitable subsidiary of the adidas Group, and in the process built a tightly knit team of about 1000 staff united by their impossible is nothing attitude.
Last, Sandrine successfully led the integration of Reebok in the adidas group in China and pioneered a new approach to adidas Group organization by achieving the highest level of integration of Taylor Made (Golf) in the adidas Group.
Before her involvement in China, Sandrine was head of acquisition financing at a banking subsidiary of the AGF Group, where one of the most important transactions she led was the sale of adidas by the Dassler family to its new shareholders.
Episode content:
Sandrine led Adidas China for 13 years starting from 1994. She knows every detail on the Sports Industry and in the past years expanded this knowledge to a wide scope of consumer brands. Sandrine shares the 3 factors that made Adidas China succeed. Also later in the interview she will share why some brands succeed and other fail.
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