Bonpoint CEO Marie-Sabine Leclercq on How a Small Luxury Brand Makes It in China
Marie-Sabine Leclercq, the CEO of French childrenswear brand Bonpoint, tells us about the benefits and challenges of expanding a small luxury brand in China.
Bonpoint CEO Marie-Sabine Leclercq. Photo: Courtesy Bonpoint
Bonpoint CEO Marie-Sabine Leclercq. Photo: Courtesy Bonpoint
Contents
- Jing Daily: When did Bonpoint first take an interest in the market in China?
- What is unique about Bonpoint to the Chinese market?
- Is there anything particular that Chinese shoppers like about the brand? What are they looking for when they come to Bonpoint?
- If there’s only one or two kids maximum for every family, as in China, where the one-child policy was only recently phased out after 40 years, how does that impact the growth of the market?
- What are the best-selling items in China?
- Does the volatile and unpredictable Chinese market pose any challenges?
- Do you advertise in China? How is the marketing different? Do you use key opinion leaders?
- How do you balance discretion with the need to be on Chinese social media. How does your WeChat marketing work?
- One of the biggest challenges for brands working in China is counterfeit products. Does Bonpoint have those challenges? And if so, how does it deal with them?
- Why are the fragrance and cosmetics products doing so well in China?
- What are the fastest growing segments for the company in China?
- Does Bonpoint sell on Chinese e-commerce platforms like Tmall or JD?
- You don’t want to sell clothes on the platform?
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