Saucony opens first store in Shanghai
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Heritage running shoe brand Saucony has opened its first store in Shanghai at Super Brand Mall.
The company says the opening represents an important milestone in the brand’s development in China.
The 122-year-old brand is actively expanding its Chinese retail network by entering major cities in order to cater to burgeoning demand from the country’s growing elite class.
The start of business also marks a transition in Saucony’s marketing strategy from online stores to physical stores in the market, while raising awareness of the brand’s shoes and apparel in China. The company intends to follow through with more brick-and-mortar stores in other Chinese cities.
The store was launched by management from Saucony and its local partner Xtep.
Questions & Answers
Q.What is the primary reason Saucony is opening physical stores in China now?
What is the primary reason Saucony is opening physical stores in China now?
The company aims to transition its marketing strategy from online stores to physical locations in the Chinese market. This move is also intended to raise awareness of its shoes and apparel in China among the country's growing elite class.
Q.What is Saucony's overall strategy for its retail network in China?
What is Saucony's overall strategy for its retail network in China?
Saucony is actively expanding its retail network by entering major Chinese cities. This first store in Shanghai is intended to be followed by more brick-and-mortar stores in other Chinese cities as the brand aims to cater to burgeoning demand.
Q.Who was involved in launching Saucony's first Shanghai store?
Who was involved in launching Saucony's first Shanghai store?
The launch of the first Saucony store in Shanghai at Super Brand Mall was overseen by management representatives from Saucony itself. They were joined by management from its local partner in China, Xtep.
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