A Vuu to market domination.
No stranger to the manufacturing industry, Cindy Vuu Le Quyen of Binh Tien Consumer Goods Manufacturing Limited Company (Biti’s) helms this 38-year-old footwear producer, based in Vietnam. A native of Ho Chi Minh City, Vietnam, Vuu is proud to be involved in this competitive industry, where Vietnam is ranked as the second largest footwear manufacturer in the world. Biti’s has long been regarded as the National Brand of footwear by several Vietnamese generations, due to its long-standing market presence and strong branding locally.
Over the years, Biti’s has differentiated themselves from other brands by catering to an entire generation of customers, ranging from quality products that cradle the first steps of a child, to comfortable and stylish shoes that accompany young people in all adventures; from fashionable selections for the beautiful other half to diversified products for various market needs. Their tagline ‘Embracing Vietnamese Feet’ demonstrates that a people-centered approach is always at the heart of Biti’s, which strives to become a one-stop shop for all members of a family.
Biti’s has pioneered the Proudly-Made-in-Vietnam consumption trend with great advocacy from other domestic brands, demonstrating not just the pride of Vietnamese workmanship, but also the pride of culture, cuisine, scenic beauty, and above all the qualities of the Vietnamese people.
Today, Biti’s products are found throughout Vietnam, Cambodia, Laos, China, Russia and most recently, the United States of America. The company has also made its mark as a reputable original equipment manufacturer (OEM) or outsourcing partner for several well-known international footwear brands such as Clarks, Decathlon, Skechers, John Lewis, Kappa and Jack Wolfskin.
Under her leadership, Biti’s has been the recipient of over 20 regional and global marketing and advertising awards by several prestigious organizations such as Google, MMA Global, PR Asia, The One Show and Tangram.
A Chemical Engineering graduate from the University of Toronto, Vuu acknowledges that although a formal education provided a solid foundation to her career, she learnt more by just doing as she likens her business life to an endless adventure. While growing up, her parents served as her role models, continuously imparting the values of passion and dedication to serving community and society. Through their lives, she learnt the importance of hard work, courage, commitment and perseverance.
Their values are reflected today in the myriad of Corporate Social Responsibility (CSR) programs that Biti’s run. Focusing their initiatives on three main areas, namely, supporting underprivileged communities, education and training; and environmental protection, Biti’s efforts include providing scholarships to disadvantaged students, a natural disaster relief fund, afforestation, and natural regeneration program, among many others.
Vuu draws inspiration from individuals like Bill Gates, Steve Jobs and Elon Musk, citing them as unique visionaries who do things differently to serve and bring great benefits to humanity. To her, this encapsulates many of the values, which she hopes to impart through her leadership in Biti’s.
According to Vuu, prosperity is not the sole measure of success, but rather living a fulfilled life in happiness and well being, contributing greatly to society and developing one’s full potential. She credits her success to her 8,700-strong team of employees who are committed, energetic and authentic, and always willing to conquer any milestones together with her.
“Cindy Vuu Le Quyen considers her leadership style to be that of a servant leader; one who loves being with her team, working with them, and knowing their capabilities inside out. From the success and employee satisfaction at Biti’s it is clear that her employees buy into her dream of building a team of good citizens who are loving, positive, authentic, willing to serve the community and always seeking to be the best version of themselves.”
Shanggari Balakrishnan, Chief Executive Officer, MORS Group