- Kristopher Fraser
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Sneaker marketplace GOAT has announced their official launch in China. With
over 400 million millennials, China presents a massive opportunity for
GOAT. The market is the second largest for sneakers, and is already GOAT’s
number one internationally.
To kick-start the launch, GOAT will be hosting a three-day event in China,
showcasing the rarest and most exclusive sneakers. A localized GOAT app is
available to users, along with a WeChat Mini Program in order to tailor to
the China consumer ecosystem. The localized native app and WeChat Mini
Program provide a seamless user interface with hi-resolution photos,
offering a transparent shopping experience, similar to the platform used in
the United States.
GOAT has also opened a new facility in Hong Kong to better serve their
marketplace in China as well as the Greater Asia Pacific region. “The
sneaker community has grown tremendously in China, especially with the rise
of basketball and hip hop culture. So it’s no surprise the demand for
sneakers has grown as well,” said Eddy Lu, co-founder and CEO of GOAT
Group, in a statement. “We know that there is a huge need to ensure
authentic sneakers in the global sneaker industry, and we believe China is
the perfect market to begin our global expansion.”
Operations for the expansion in China and the greater Asia Pacific region
are being lead by the GOAT team based in Shanghai. Consumer needs and
behavior varies globally and GOAT aims to give Chinese users an authentic
experience tailored to their market.
“We know China is a unique market and if we use the same strategy as the
U.S., we’ll likely fail,” Lu added in a statement. “We are building this
product with a local team in order to provide the Chinese consumer with a
better, more personalized experience.”
photo: via PR Newswire
