Local labels go global with their workforces

Best practices at Fila

The internationalization of Anta is most visible at Fila, the Italian active wear and fashion style brand whose Chinese business was acquired by Anta over 10 years ago.

The deal has turned around Fila's performance in the country to one of the fastest-rising sports and fashion brands, beloved by many trend-loving young customers.

Fila's revenue reached 14.77 billion yuan, up 73.9 percent, or 43 percent of the group's total revenue, in fiscal year 2019.

Brian Yiu, the CEO of Fila China, said a key contributor to Fila's soaring financial results is the joint efforts between its international and local team.

From management to operations, the international gene is at the core of Fila China, said Yiu.

Keeping the Italian character and DNA in its operations is done through store displays and products design. In China, that means relying heavily on the subtle balance between its internationalized design and management team, especially since the Chinese team has extensive knowledge and understanding of local consumers.

"We took the best designs from Fila Italy. Not all of their products fit Chinese consumers. Our innovations must have a connection, combining global design elements and local demands," said Yiu. His slogan is "think local, act global". It translates into "adopting global resources, operated with local strategies".

For instance, Fila's Year of the Rat collection was designed by renowned Spanish illustrator Ignasi Monreal who picked up Chinese elements of mouse and peony to celebrate the Chinese Lunar New Year.

Yiu himself, having previously worked in Hong Kong, is among the first group of overseas professionals who joined Fila's senior management team.

With rapid growth in the past four years, Fila China has recruited more expats from South Korea, Japan, Europe and North America.

To help the large number of international employees quickly adapt to a foreign environment, Anta has formed an international human resource unit under the HR department last year.

They coordinate about 130 foreigners who work at Anta, providing them with one-stop solutions and advice regarding matters such as being picked up from the airport, housing, financial services and setting-up of mobile applications to make their lives more convenient in China. They also counsel them on their performance appraisal and tax matters.

Angie Li, head of this unit, said they have set up several cross-cultural communication seminars, inviting experienced foreign nationals and Chinese employees who understand Anta to share their experiences with the newcomers.

Some recently-recruited foreign employee have a "buddy"－usually a Chinese colleague who speaks English－to accompany the expat during the orientation process.