MAPIC Interview: Semir & Balabala International Division Senior Director Nicole Zhou
Semir & Balabala International Division Senior Director Nicole Zhou has over 15 years of experience with international brands entering China and Chinese brands expanding overseas. Since 2016, she has been leading Semir Group’s Balabala brand from market entry to rapid international expansion into more than 20 markets, opening over 100 stores, while establishing direct operations in China, Hong Kong, Singapore, Vietnam and Malaysia.
The company will use MAPIC to outline its global expansion strategy as a leading Asian brand.
Nicole Zhou, Senior director of Franchise Business of Balabala
“This year is the 30th anniversary of MAPIC and Balabala is delighted to be a conference track sponsor. I will speak at the Meet the Brands: Asia session [Tuesday 4 November, 14.45-15.15] and the International Retailers Networking Event. Furthermore, we will set up a dedicated Balabala networking table in Riviera 8,” she said.
“We will emphasise our core brand value, that ‘every child is unique’, which is not just our brand promise but the fundamental principle guiding our product design and market expansion. We will also highlight our innovations in functional fabrics such as UV protection, micro-fibre and triple-resistant technology, and collaborations with international IPs. A key focus will be showcasing our latest eighth-generation store concept, demonstrating the immersive and interactive retail experience it offers,” Zhou added.
She believes that with the global fashion industry facing ongoing growth challenges, more brands will seek to break geographical constraints and actively explore new markets for growth.
“I think we will see significant growth in functional apparel, eco-friendly products and high-value-for-money brands,” Zhou said. “This will be alongside deep integration of omni channel retail, powered by advanced technologies like big data and artificial intelligence.”
To that end, she identifies technology-driven Innovation and agile supply chains with deeper application of AI, big data and 3D design in supply chain management, demand forecasting and personalised customisation as key to success.
“This will enable flexible, small-batch, quick-response production, reducing inventory risks and shortening time to market,” she said, also highlighting niche markets and personalised demand as areas of opportunity.
However, she also warns that there are challenges posed by sluggish global demand, trade protectionism, and policy uncertainties.
“A significant decline in the birth rate and intensified competition in the Chinese market may also lead to slower growth for brands reliant on this single market,” she added.
