Shoe Brand Stuart Weitman Develops E-Commerce And Opens Up Asian Market

< p style= "text-align: left > > high-end shoes brand" a href= "http:// www.91se91.com/news/index_x.asp" Stuart Weitman < /a > is investing huge amounts of capital development "less than" and "e-commerce" and developing the Asian market. The key targets include Hongkong, China and Australia.

To this end, the brand specifically invited Monica Schwartz from the David Yurman business team to serve as its first global digital and e-commerce director.

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Wayne Kulkin, CEO of P, admitted that the company's goal is to build the e-commerce platform into the world's largest distribution channel for brands.

At present, the US version, the Canadian version and the European version of the e-commerce website have maintained the consistency of brand style.

Although Europe is the slowest area to accept e-commerce, the region's online performance doubled last year compared with the same period a year earlier.

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The official website of the P Hongkong version began operating in a low profile three weeks ago. In the next few weeks, the website will launch in a high profile and launch a new season's product.

At present, the Hongkong website is a team of three people, and the number of future team members will continue to increase.

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< p > December this year, the brand will cooperate with Pedder Group of Hongkong to launch the website of mainland China.

Pade group is one of Asia's top distributors and distributors of high-end footwear and accessories, belonging to Lane Crawford JoyCE Group.

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< p > Kulkin believes that the mainland's e-commerce market is coveted. Chinese people try micro-blog or WeChat for 4 to 5 hours a day, but no one knows how to sell luxury goods in a high-end posture in such a big environment.

A suitable and socialized full price website will help luxury brands to pry open a huge market.

Big companies like Taobao are doing low price luxury goods. Once they get on this road, it is hard for them to return.

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< p > Kulkin understands that the Greater China region, including Hongkong and Macao, will not become a big brand market in the next two to three years. But he believes that by 2017, the mainland will become a bigger brand online business development market than the United States.

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< p > drawing on the development footprints of Burberry, the brand is also interested in cooperating with Tmall mall, China's largest online retail platform.

But before that, brands will focus on interacting with customers through micro-blog and WeChat.

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< p > at present, customers in mainland China can only buy this brand through the website of Lane Crawford.

A month later, the company will purchase the US website and send it to China directly.

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This year, Stuart Weitzman will open independent stores in 14 cities in the Greater China region. These stores will not be attached to P.

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< p > Stuart Weitzman positioned itself as an entry-level brand of luxury goods. Kulkin hopes that consumers will see Stuart Weitzman when they enter shopping mall to see products of Kai Yun group and LVHM group.

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< p > China's electricity market is becoming mature and developing rapidly, and the adaptability of Chinese consumers is also very strong.

Consumers liked to follow suit before, but now they have their own opinions.

Kulkin believes that even if China can not become the largest electricity supplier market in two years, it can become the second largest market.

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< p > Stuart Weitzman is expected to open 20 to 25 stores a year in the Asia Pacific region, so there will be 48 by the end of this year.

The company also plans to expand its sales network to 2 tier cities such as Chengdu, Harbin, Chongqing, Hangzhou and Suzhou.

Pade group is a brand partner in Hongkong and southern China, and Goodwill Trading is the business partner in the north.

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< p > celebrity effect is also an important springboard for the brand to make use of.

Although the government has not yet identified the global spokesperson, there is news that brands tend to look for spokesmen from local stars.

According to reports, after the debut of the Korean actress a href= "http://www.91se91.com/pioneer/" > Gianna Jun < /a > wearing the brand shoes, 7 days, the same shoes from all stores in Hongkong to Australia were sold out.

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< p > besides Asia, another important goal of brand development is the United States.

At this stage, more than half of the orders on the US e-commerce platform come from the mobile terminals, and the goal in the future is to raise the proportion to 60%.

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