Picture the scene. You’re the CEO of a successful fashion empire in China with over 8000 stores across 14 countries and regions. With global expansion successfully under way in Asia and the Middle East, you now have your eye on a new prize – entry into Africa.

But how, from where, and with whom do you approach your company’s next geographic milestone?

This was the very conundrum facing CEIBS EMBA 2014 alum David Xu. As CEO of Semir group, he is responsible for many household names in China such as Semir, Balabala and the German brand Marc O’Polo. But, not unlike the Venetian merchant and explorer, David knew he needed a guide to venture into the unknown. Before long, a phone call to the alumni office and CEIBS Alumni International Chapter (CAIC) had him connected with the Nigerian Alumni Chapter President. Step forward CEIBS WELA 2015 and ODP 2018 alumna Yemi Chukwurah.

On the verge of CEIBS Africa Alumni Reunion, Yemi sat down with the CAIC to share her insights on why she, along with her fellow alumni, are best placed to open international doors into Africa - for David and others.

                                                                             Yemi Chukwurah                                                                                

CEO Seams and Stitches Nigeria

CEIBS WELA 2015 & ODP 2018

David Xu

CEO Semir Group

CEIBS EMBA 2014
 

CAIC: Welcome back to Lagos, Yemi. Firstly, please can you tell us about your own company Seams and Stitches?

Yemi: I have a factory of over 100 tailors here. We do merchandising, but mainly produce garments and uniforms for corporate clients. I completed both CEIBS WELA and ODP programmes, which helped me to learn and embed the Chinese way of running a factory into my operations.

CAIC: For a Chinese company looking to enter Africa, what’s step one?

Yemi: Firstly, you need to figure out exactly where your business is best positioned to thrive. That was the initial chat I had with David and his team. Ultimately, it’s hard to figure that out from afar, and without connections, so I invited David over and introduced him to Ezinwanne Ajayi, a fellow WELA alum in the apparel space and Committee Head of the Trade Club in our Nigeria Alumni Chapter. As the founder of BabyBliss, a similar company to Balabala, Ezinwanne and I were also able to take him to see several potential locations for their business operations.

CAIC: What advantages are there for companies going through an alumni network over market entry specialists or consultants?

Yemi: What you get with an alumni referral within CEIBS is a level of implicit trust. We have both been through the rigors of the school’s curriculum and have a shared bond based on CEIBS’ special DNA. This also meant I was very comfortable challenging David as well as acting as a voice of caution at times.

The other factor is about my own personal motivation. I was able to help David and his team achieve a level of insight in a couple of months that would have taken others years. Why? Because I am doing so not for any personal gain, but to give back to the school and help the international alumni community. I can’t stop giving back to the school as it seriously helped to elevate my business here.

CEO of Semir Group David Xu together with his delegation from China

CAIC: Apart from reaching out to alumni, what other advice do you have for Chinese companies looking to enter the African market?

Yemi: I would say that cultural understanding needs to work both ways. David was very kind to invite me back to Semir’s head office in China. This helped me to really understand how the apparel giant could better complement the economies of Africa. Knowing David, it’s also very inkeeping with CEIBS’ approach, as attending the school really doesn’t end with just one campus in one country.

CAIC: On a side note, how has your own company benefited from the international community at CEIBS?

Yemi: I still recall my very first lecture at CEIBS African Campus in Accra with Professor Tsamenyi. He taught us Forensic Accounting which, although intimidating at the time, actually led me on a path of huge savings for my business, and that was the first class! The learnings are all very practical, which is also why I have sponsored many of my own staff to join the open enrollment programmes. I now relish the follow up meetings we have to discuss the future strategy of Seams and Stitches.

As I mentioned before, I can’t stop giving back to the school, which is why, apart from investing in my staff to benefit from CEIBS, I’m also an active member of the CAIC council. Together, we aim to provide the gold standard of what an alumni chapter means for CEIBS. One that bridges global opportunities for anyone who has passed through the corridors of any of CEIBS’ global campuses.

CAIC: Finally, how long before we can see Semir or Balabala on the high streets of Lagos?

Yemi: As you can appreciate, it’s never a quick process. They have the insights they need to act when they are ready. I’m only a WeChat message away from David, so I’m sure I will be welcoming him and his team back soon.

About CAIC

With more than 2,000 members, the CEIBS Alumni International Chapter (CAIC) has been working to build a strong global community since its beginning in 2015. As a platform open to all CEIBS alumni, the CAIC helps connect members from different programmes and regional chapters around the world through a variety of regular events, activities and more.