My career path has been relatively straightforward, transitioning from front-office operations to middle and back-office management within the company.

I joined Beijing Jiaman Clothing Co., Ltd. in June 2006 as Marketing Manager. This private enterprise focuses on the operation of mid-to-high-end children’s clothing. Five years later, I was promoted to Marketing Director. After serving the company for nine years, in 2015 I was appointed Deputy General Manager, contributing to its successful initial public offering and listing on the ChiNext Board in China in 2022. I currently serve as the Board Secretary and Chief Legal Officer of Beijing Jiaman Clothing Co., Ltd.

During my tenure at Beijing Jiaman, my primary responsibilities in legal and business development have included leading the initial public offering project and the company’s listing on the ChiNext Board, overseeing project planning, execution, and successful capital raising from inception to completion; leading the acquisition of the Hush Puppies brand in Greater China, owned by the American Wolverine Group, successfully completing the transaction with the assistance of Tian Yuan Law Firm in Beijing; managing the company’s legal work, including comprehensive corporate intellectual property protection, internal control compliance, review of major contracts, and dispute resolution in litigation and arbitration; actively participating in business negotiations and post-acquisition integration for the company’s business expansion and M&A projects; and, as Board Secretary, overseeing capital market-related operations, including information disclosure and investor relations management.

What are the most significant cases, projects and/or transactions that you and/or your legal team have recently been involved in?

The most significant project I have recently been involved in is the acquisition of the Hush Puppies brand in Greater China, owned by the American Wolverine Group, by Beijing Jiaman. Hush Puppies is one of Wolverine Group’s most iconic brands, originally established in 1958 and featuring the renowned Basset Hound as its brand logo. Known for its timeless casual style, high comfort, and quality, Hush Puppies has a presence in over 140 countries. The brand’s casual shoes and apparel were introduced to the Chinese market in 1997 and 1999, respectively. In China, the brand’s core operating categories include adult apparel and footwear, children’s clothing, and children’s shoes. Beijing Jiaman’s acquisition of the full-category intellectual property assets of Hush Puppies in Greater China is instrumental in unifying the brand image locally. It enhances integration and synergy across different categories, optimises the company’s main business structure, and is expected to have a positive impact on the company’s long-term development and financial performance.

How do you approach managing legal aspects during periods of instability or crisis to ensure the organisation’s resilience?

During periods of economic instability, the person in charge of a company’s legal affairs should focus, in terms of business cooperation, on issues such as force majeure and termination in key business contracts, including those related to the supply chain and major clients. While clarifying the rights and obligations of both parties, negotiations should prioritise the protection of the company’s cash flow. In response to potential difficulties the company may face in fulfilling contractual obligations, negotiation strategies with partners should be prepared in advance to seek modifications or alternative solutions, with the aim of achieving a win-win outcome and avoiding direct breaches of contract. At the same time, contract templates can be updated promptly by adding more flexible clauses to reserve room for future uncertainties.

Externally, it is important to maintain communication with regulatory authorities to proactively understand changes in policies and law enforcement priorities, and, where necessary, seek interim guidance. Internally, multi-level and ongoing training should be provided to employees regarding risks that are likely to occur during crisis periods.

Building a resilient legal team is essential. During a crisis, the decision-making chain should be shortened. A clear authorisation system enables team members to make rapid decisions within their authority. Meanwhile, the use of various software and digital technologies allows the legal team to handle routine work efficiently and at low cost, enabling them to focus on business pain points, provide forward-looking compliance guidance, and deliver training to business departments to prevent operational risks. I once arranged for employees of the company’s legal department to work in different business departments in phases and batches. This allowed them to familiarise themselves with various business processes, propose rectification and optimisation plans, and conduct compliance training for each department.

What strategies do you employ to ensure the successful digital transformation of a legal department while maintaining compliance with your country’s data protection laws?

Beijing Jiaman currently employs an electronic signature system based on blockchain technology, which enables the online signing of the majority of business contracts. This system has facilitated the digital and centralised management of contracts, allowing for rapid retrieval and analysis. The company has also implemented a range of compliance management software. The complete documentation for board of directors’ and shareholders’ meetings is signed and recorded via electronic signatures, ensuring high efficiency and thorough retention, thereby guaranteeing that the decision-making processes of the board and management are both legal and compliant.

In addition, the software provides clear and efficient legal and regulatory search functions, as well as AI-powered legal guidance. It offers concise advice on the liability risks of directors and senior executives, significantly enhancing the operational efficiency of the legal and compliance departments. All such systems in use have been filed with the Ministry of Public Security of the People’s Republic of China, ensuring both security and regulatory compliance.

Moreover, the company’s network system has obtained the relevant security-level protection certification. External consultants have been engaged to assist in strengthening the company’s network and data security infrastructure, thereby ensuring the effective implementation of commercial secrecy protections and data encryption systems.

What is a cause, business or otherwise, that you are passionate about? Why is this?

Having worked for a listed company in the consumer goods sector for many years, I have consistently paid close attention to shifts in the market environment and developed insights into consumer needs throughout my career.

I enjoy visiting shopping centres and observing consumers – who are also the company’s customers—taking note of their clothing choices and changes in consumption moods. Against the backdrop of adjustments in global trade patterns and the digital wave reshaping consumption logic, the fashion industry, which embodies human aesthetics and lifestyles, is undergoing a profound transformation. Contemporary consumers seek optimism, joy, and hope; consequently, trends such as natural outdoor activities and spiritual wellness have gained remarkable popularity. To some extent, there is also a sense of nostalgia, with aesthetic styles from earlier periods of economic growth re-emerging as focal points of public interest.

I believe that the key to a brand’s operation and development lies in bridging the gap with consumers and enhancing brand loyalty. Faced with rapidly evolving market trends, brands must adopt a proactive stance, planning strategically and systematically in advance. In this context, our acquisition of Hush Puppies, a casual footwear and apparel brand, is particularly significant from a strategic perspective.