Abicalçados launches e-commerce initiative in China
18/10/2018
An analyst working on the project, Ruísa Scheffel, has said it will consist on setting up a multi-brand Brazilian e-shop on the social media platform Little Red Book, which she compared to Pinterest and Instagram, with a facility for allowing users to buy the products they have seen online.
“This will allow Brazilian brands to enter the Chinese market without an intermediary,” Ms Scheffel has explained, “giving our companies total freedom in terms of the action they take and the investments they make. It will also give them much faster feedback on how well consumers are receiving their products.”
Abicalçados has been working to promote Brazilian shoes in China since 2009. At that time, Brazil was exporting a little more than 125,000 pairs of shoes per year to China. In 2017, the figure was 1.5 million pairs.
Overall, the organisation’s analysis of the Chinese market suggest it currently accounts for 25% of the global market, at around 4 billion pairs of shoes per year.
“It’s a difficult market,” Ms Scheffel concluded, “but it has lots of potential.”
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