Sandrine Zerbib on market strategy
From Entrepreneurs Thriving in Uncertainty with Sandrine Zerbib & Aldo Spaanjaars · · AshleyDudarenok
“The key, key point is actually to do China for China — making sure your product, pricing and storytelling are relevant to Chinese consumers and that you keep looking because the Chinese consumer keeps changing.”
On , Sandrine Zerbib, President of Baozun Brand Management at Baozun, spoke about market strategy during Entrepreneurs Thriving in Uncertainty with Sandrine Zerbib & Aldo Spaanjaars on AshleyDudarenok.
About Sandrine Zerbib
Sandrine Zerbib, President of Baozun Brand Management at Baozun, appeared on the podcast "Ashley's Digital China" in May 2023 to discuss her co-authored book "Dragon Tactics: How Chinese Entrepreneurs Thrive in Uncertainty." Zerbib, who has nearly 30 years of experience in China's consumer business and previously launched Adidas in the country, described Chinese business practices including fluid internal communication, rapid public product testing, and the use of ecosystems by companies like Alibaba and Tencent. She stated that adaptability is deeply rooted in Chinese culture and that success often comes from observing better than others and being positioned to capture opportunities. Zerbib also commented on specific business tactics, noting that "wolf culture" can be difficult to defend as it may produce borderline behavior and is increasingly rejected by younger workers seeking better work-life balance. She emphasized that companies operating in China should "do China for China" by ensuring product, pricing, and storytelling remain relevant to local consumers. Zerbib mentioned that she has returned to Europe and established a China advisory firm specializing in helping companies enter the Chinese market or turn around struggling operations there.