ActuRetail | Sandrine Zerbib (Full Jet): “The strength of Chinese companies lies in their ability to listen to their consumers”.

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.