Author Archives: dragontactics

The business world often wonders why Chinese companies such as Huawei, Alibaba, Tencent…, are performing so well in terms of competitiveness and international market share gains, while some Western companies are finding it extremely difficult to establish themselves in China (failure of Amazon, Carrefour). All the answers can be found in a recent book by Sandrine Zerbib and Aldo Spaanjaars entitled: Dragon Tactics: how Chinese entrepreneurs thrive in uncertainty, BIS Publishers, August 30, 2022, 240 pages.

With nearly thirty years’ experience in China’s consumer sector, Sandrine Zerbib is a keen observer of the business and retail news shaking the Middle Kingdom.

In August 2022, she published Dragon Tactics (Dunod Editions), which deciphers the tactics implemented by certain Chinese champions, from Huawei and Xiaomi to Alibaba and Tencent. Sandrine Zerbib answers Actu Retail’s questions on the differences in business models from one continent to another.

What are the fashion trends in China? This was one of the topics I addressed at the @Business France Forum, in my capacity as President of @BAOZUN Brand Management. A digital forum dedicated to new strategies for approaching consumers following the reopening of China, and the opportunities underway. 🔹 These strategies are diverse, and are…

China: the three highly political messages behind Alibaba’s restructuring

Restructured into six entities, China’s e-commerce giant is back in Beijing’s favor. A strategic transformation to serve the ambitions of the state. “Technology giants must be integrated into national policy”, agrees SAndrine Zerbib.

In “Dragon tactics”, Sandrine Zerbib and Aldo Spaanjaars describe what distinguishes “Chinese-style” management from Western methods.