CEO Alexis Nasard Reviews the Business in China

CEO Alexis Nasard and other Bata Group executives recently spent three days in China. Nasard outlined the Group’s direction and focused on forward planning with local management.

Nasard was accompanied by CFO Alberto Toni; CPO Davide Zornetta; Roberto Longo, president for Asia-Pacific; and Shaibal Sinha, regional finance director for Asia, Latam and Africa.

The executives arrived on Feb. 28 and started their visit at Bata stores in Guangzhou. They examined two key retail concepts there and, later, in Shanghai: department store shops-in-shop and shopping mall brand concept stores. Nasard asked questions about stores’ performance and products. He also emphasized the importance of smart retail pricing and outlined his vision for great retail.

Over the course of the three-day visit, the Group executives were briefed on the country’s economy and footwear market. During the meetings with local management, Nasard stressed the importance of keeping “product the king” and bringing “swagger” to the brand. Besides plans for the future, other key topics of the visit were market potential and the five-year outlook.

During his stay in China, Nasard was also invited to visit the head office of the Belle Group, the Bata brand’s retail licensee in China. Belle is the largest footwear company in China, and it operates over 20,000 stores in footwear, apparel and sportswear. Nasard met with Belle CEO Sheng Baijiao, and the two exchanged ideas about current market trends and their respective companies’ strategies and future direction. The meeting was pleasant and fruitful, as the two CEOs agreed to cooperate more closely.

At the end of the trip, Nasard underlined Bata’s competitive advantage in products, marketing and retail. He appreciated the Bata brand’s mid-high market positioning in China and its solid results over the years.

“It was a pleasure to have the Group CEO and top executives visit China, and it was great to communicate and share the organization’s goals directly," country manager Jean Zeng commented. "We are very much looking forward to the upcoming transformation of the brand and business."