Sorry but that simply isn't true. Before joining LOV , the CEO was employed by Inditex Group who rolled out a comprehensive China strategy.
Inditex Group, a global fashion retailer with brands including Zara, Massimo Dutti, Pull & Bear, Bershka and Stradivarius. As Head of Asia Pacific for Inditex Victor was responsible for building the company's business in Asia, which included launching its online business in the region.
I'd say he's got more than enough knowledge of how to do business in China.
Ann: FY22 Full Year Results Presentation, page-43
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