Research
Sandy Friesen’s small and young handmade handbag company Welden generated nearly US$300,000 in gross merchandise volume during a two-day live-streaming event in China.
On Alibaba’s C2C marketplace Taobao, the campaign was the New York brand’s first foray into China. It became an instant hit, attracting 808,000 views and 4.06 million likes on the first day.
By the end of the two days, Welden had sold nearly 1000 bags priced from $195 to $595, with a combined 1.7 million livestream views.
Friesen says the success of Welden’s China debut far surpassed her expectations. The Welden co-founder says China had not been on her company’s radar until only few months before the campaign.
“We were a US brand that had been trying to expand to Canada. We’ve been really just going with what we know. It’s truly amazing this has happened so quickly.”
Friesen started Welden in 2015, its designs being easily recognisable by their signature hexagon weave.
