GK Alumni Talks | Ten Years · Ten People: XIAO Lu

GUANGHUA

10th

Anniversary

2014-2024

KELLOGG

	GK Alumni Talks Lu XIAO GK05,Class of 2020

As we celebrate the 10th anniversary of the Guanghua-Kellogg EMBA program (referred to as GK program) in 2024, we reflect on the journey from GK01 to GK10, where our esteemed GKers have consistently made a significant impact with low ego, both in China and on the global stage. Taking this opportunity, we are going to interview 10 distinguished alumni representatives in a special GK Alumni Talk Series. The interview will delve into the enduring legacy of the GK program, management insight, industry foresight, challenges and successes, etc.

Ten years, Ten People. These ten GKers will form a vivid picture of the GK community, which is also an interpretation of their profound impact on the era.

In this interview, we are honored to have XIAO Lu, an alumnus of GK05 and Executive Vice President of Decathlon China. As a pioneer in digital transformation, XIAO Lu has spearheaded Decathlon's leap forward in omnichannel retail and digital innovation. Despite the pandemic's challenges, the company achieved notable growth and surpassing expectations. His innovative mindset and transformative market strategies have played a pivotal role in advancing the brand's localization and digitalization efforts, ensuring Decathlon's continued competitive edge in the retail sector.

GK Alumni Talks

Lu XIAO

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WHO I AM

I'm XIAO Lu, I'm a GK 05 student and now I'm taking the role of Decathlon company's digitization and digital development.

VALUES OVER BRANDS

E-commerce platforms sell information, but in AI era, we sell connections.

In the last 10 years, we have experienced many big challenges for the industry, such as seeing customers start to turn from brand seekers to more value seekers. So, in that way, I think companies or retailers really need to think from the starting point. How to cope with such kinds of trends, you have to deliver values. People have questions and needs; they ask for solutions. You need to echo such kinds of questions and provide the best answers, according to your capabilities and ecosystems. 

But how do these match with real customer needs? I think we cannot avoid the impact of AI. Products are just the delivery at the last step. Before that, you need to link with AI, you need to think about what's really needed and how AI can recommend these products and match these supplies. AI is a new starting point in the retail business operation because one of the essences of retail business is matching efficiency. 

In the old format, retail is a brick-and-mortar place and to choose, touch, and pay for products. But e-commerce changed that format. E-commerce provides virtual connections, and allows people to make purchasing decisions before they touch real products. Actually, the E-commerce platforms sell information, but in AI era, I think we are selling connections. 

LEADERSHIP IN TRANSITION

Real transformation isn't about tools, but about people transforming their thinking and work methods to achieve digital goals.

For a company, especially for an established company and established brand, you really need to think about what are the meaningful connections to your  customers, how to use and choose the digital tools to realize such a purpose, and how to motivate and engage your own people to get involved in these transformation processes. So in a company, the real transformation is not about tools to realize the transformation but the people themselves can really transform their own thinking and their way of working to achieve the digital goals on purpose.

I think this is the responsibility for a leader. You have to find a solution to convince others and to engage others to have opportunity to cooperate with others. And if you trust others enough, you will always find the very good people to give you better answers, even better than your own answers. You will use this as a compass to find the right way and the right person to have this kind of  common achievements and common kind of targets. So you have a very hard core, which is your inner value. And it will have very soft boundaries. These are the key elements and the fundamental parts of digital transformation.

GK IMPRINT

Studying in GK is truly an enriching experience for me.

I believe GK offers me the best choice to meet my needs. Marketing is part of the reason I chose this program. There are lots of cutting-edge technologies embedded in the marketing courses, and they really inspire me, even though I have such long experience in the marketing and sales fields.

At GK, you will encounter an amazing group of people. They come from diverse backgrounds and have rich business experience. But one thing they all have in common is their enthusiasm, energetic spirit, appreciation for diversity, and boundless dreams. Studying here not only broadens your horizons but also helps you make great friends. It is truly an enriching experience for me.

More to Come

GK Alumni Talks

As technology continues to evolve and consumer behavior shifts, market strategies have increasingly focused on understanding and meeting the needs of diverse user groups. XIAO Lu, the Executive Vice President of Decathlon China, has championed a digital transformation that successfully built deep connections with consumers, significantly enhancing their loyalty and engagement. Through personalized services, Decathlon effectively conveys its brand values, earning the trust of its customers. This offers a valuable lesson for other brands: in the competitive market of the future, those that can establish an emotional resonance with consumers will be better positioned to achieve sustained success and growth.

Over a decade, a collection of ten remarkable individuals will converge to create a dynamic portrait of the GK alumni community. We eagerly anticipate the forthcoming insights from the GK Alumni Talks, as we collectively bear witness to the intellect and grace of our GK alumni.

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