MAPIC interview: In conversation with Nicole Zhou, Senior director of Franchise Business Semir & Balabala international division
Balabala is the leading children’s retailer in Asia and among the top seven globally. Established in 2002, Balabala trades in over 4,500 stores within China and across 15 international countries through both franchise and direct operations.
With a mantra that ‘every child is unique’, Balabala aims to provide children with high quality, style driven clothing, footwear, and accessories in the 0-12 age category says Nicole Zhou, Senior Director of Franchise Business Semir & Balabala international division.
MAPIC: Tell us about Balabala
Nicole Zhou: Balabala’s success stems from innovative fabrics, comfort, functionality and individuality presented both online and within exciting offline store environments. In 2025, Balabala is strengthening its ‘Grow Together’ brand ethos by blending emotional storytelling with smart innovation. Our adverts showcase Chinese children exploring the world in Balabala’s durable, eco-friendly wear, while digital campaigns leverage Douyin livestreams and interactive AR try-ons. The brand deepens parent trust via IP collaborations such as cultural/animated characters and we have been expanding in lower-tier cities with affordable quality.
Nicole Zhou, Senior director of Franchise Business of Balabala
MAPIC: What are your current plans?
Nicole Zhou: Balabala has ambitious plans to further its international reach, building on both its domestic success and that of our current international operations. Over the next 12 months we will be strengthening our Asia position through growing store numbers in current markets, both direct and franchise, and looking to launch in key markets where we are not yet present offline. We aim to expand Balabala’s store network in international markets to 100 locations by the end of 2025.
The Middle East continues to be a strong strategic market for us with the number of stores expected to double over the 12 months. As an initial market in Europe, a confirmed development agreement is in place for Italy, while our plans and approach are being finalised for entry into the wider European market.
North America is in a trial phase both online and offline, providing valuable market insight for potential further development in the short to medium term.
Halara store
MAPIC: How do you balance your channels?
Nicole Zhou: Internationally, Balabala employs a tiered digital strategy. We maintain a flagship global site and partner with leading marketplaces like Shein and Amazon to extend reach in markets without a physical presence. In countries with established offline partners, we empower them to launch localised e-commerce sites and engage relevant regional platforms. Social media follows the same model — Balabala drives global brand messaging through central accounts, while equipping local partners with approved content to run tailored regional channels.
