GOAT are making moves in their largest international market – China – via the launch of a new localised app and WeChat Mini Program.
‘We know China is a unique market and if we use the same strategy as the US, we’ll likely fail,’ states Eddy Lu, co-founder and CEO of GOAT Group. ‘We are building this product with a local team in order to provide the Chinese consumer with a better, more personalised experience.’
A grandiose three-day event featuring the ‘rarest and most exclusive’ sneakers will kick off the launch, coinciding with the opening of a new facility in Hong Kong to assist with a greater Asia-Pacific expansion.
‘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,’ explains Lu. ‘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.’
It’s already been a huge year for GOAT, with a major Foot Locker investment in February working to strengthen the online marketplace’s international influence.