In the face of COVID-19, there’s a shift in consumer buying behaviour. The fashion industry is faced with uncertainties, but to Jeremiah Hui, founder of Heard by Odbo and director of Odbo online, new opportunities arise as online shopping becomes the new norm. He shares with us how he adapts to the new era of fashion e-commerce.
Name: Jeremiah Hui
Profession: Founder of Heard Odbo and Cirector of Odbo online
Industry: Fashion retail, e-commerce
Start up since: 2019
Company size: 22 people
Odbo started in 1999 as a black and white only fashion brand and it has grown considerably — we now have established over 200 stores across China. In 2019 I founded Heard — a sub-line of Odbo featuring all the basics at a more accessible price point.
As the director of online strategies and e-commerce at Odbo, I focus on growing and operating various online platforms, executing marketing strategies, drive new initiatives such as new clothing lines, supply chains and collaborations.
The best days would be hitting the target and achieving a 7-digit sales around Nov 11 — the biggest day in Chinese e-commerce space. Seeing a steep increase in online sales certainly makes my day.
I try to spend time with my family as often as possible. I am a father of a lovely boy and I cherish every second of spending time with him, and, of course, my lovely wife, parents and friends. Otherwise i try to hit the gym in between meetings.
While e-commerce is fast-paced and unpredictable, it is difficult to describe what a normal day is like. One day I could be on developing products, some days i could be working on marketing campaigns, photoshoots and sourcing, the list goes on. One thing for sure is I always start the day with a cup of black coffee.
Be goal-orientated and focus on what really matters.
I would probably be working in a hedge fund — i love the results-driven nature of that.
I definitely come from a family that is very entrepreneurial in spirit. My parents founded odbo together back in 1999, and being able to witness that forms the foundation of who I am now. As a child I aspire to be like my parents — building a business together with my loved ones and creating a better life for my family.
View this post on Instagram
With the rise of online shopping, we have to pivot from physical retail store to a digital one. Managing my team’s expectation and goals can be challenging. It’s unproductive to have a team that is not goal-aligned.
We have to adapt to changes quickly in order to thrive in the long run. Aligning the team with the same vision and setting the right goals really forms the bond. I try to be a leader that inspire actions.
View this post on Instagram
Hong Kong has always been a forefront for fashion and brand presence in China. Hong Kong held its peak as that in the 80s and 90s through movies, songs and pop-culture, and has great influence on China, especially in southern provinces. Having a foot in Hong kong is a gateway to international presence.
I am totally hands-on — from creating campaigns to marketing, sourcing to photoshoots, I try to be involved in every stage of the consumer path. Being able to decide on the little details is cumbersome but worth it.
Heard’s heading into a growing stage. We will be expanding the team to meet our goals and become a brand that finds its own space in the hearts of those who had “heard” us.