After completing the study abroad in Canada and replacing Mr and Mrs Vuu Khai Thanh, she has officially run Biti’s company since 2018. Thence, she pioneered the trend by the changing style of products with a dynamic shape, personality, and better quality. With her broad vision, the female CEO has turned the 38-year-old business into a leading brand in Asia.

Biti’s products are moving out of Vietnam to China, Russia, Cambodia, Laos and most recently the United States. Many famous international brands as Clarks, Decathlon, Skechers, John Lewis, Kappy also choose Biti’s as a processing partner.

She once shared that during her years of studying abroad, she not only studied from books but also observed and learned how famous shoe brands do business. During that process, Quyen learned the business model of a marketing store, i.e., a direct sales store managed by the company, not through an agent of the Clarks shoe brand. The female CEO of Biti’s immediately realized that this model is very optimal because the brand can predict revenue in a year. With the model that has been accepted for a long time, Biti’s now has 45 marketing stores and certainly, Biti’s image is also fresher thanks to its modern sales model.

Facing the integration of the economy with many challenges, Quyen determined: not only must strive to renew themselves, but also must create internal strength to rise to assert themselves in the world market. It is not wrong to say that Vu Le Quyen is a model for young people in the "Go for return" trend, both literally and figuratively. Being young and absorbing knowledge from Western civilization, she came up with strategies as well as changes to help Biti's grow more and more.

Vuu Le Quyen helps Biti's "know how to get back what was lost"

Biti's "know how to gain back what was gone" is helped by Vu Le Quyen.

Ms Vu assisted Biti's in "recovering what was lost" in the market and "closing the distance" with clients after spending a few years overseas and returning to Vietnam. When his daughter Vuu Khai Thanh took over the firm, she adjusted her communication style to a more modern approach to clients. In the MV Lac Troi, she decided to "play large" in collaboration with Son Tung M-TP. Biti's also selected to obtain the image rights for the children's shoe line from major firms such as Disney and DC Comics.

Ms Quyen describes it as blowing a new storm to make the family's products more attractive and closer when it comes to approaching children. With a campaign that uses the same catchphrase as artist Soobin Hoang Son and focuses on providing outstanding customer service. She recognized her work while working at Biti's export department, where she interacted with numerous overseas consumers. Much middle-class clientele is catered to by businesses. As a result, Quyen modelling stores Gosto are pure luxury, presenting stunning, distinctive designs, high quality, and excellent customer service.