Welden handbags flies high in China
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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.
Questions & Answers
Q.What was the total value of sales Welden achieved during its live-streaming event in China?
What was the total value of sales Welden achieved during its live-streaming event in China?
Welden generated nearly US$300,000 in gross merchandise volume during the two-day live-streaming event on Alibaba’s C2C marketplace Taobao. This marked the New York brand’s first venture into the Chinese market.
Q.How many bags did Welden sell in China and what was their price range?
How many bags did Welden sell in China and what was their price range?
Welden sold nearly 1000 bags during the two-day live-streaming campaign. The individual bags were priced from US$195 up to US$595, contributing to the brand's successful debut.
Q.Did Welden originally plan to expand into the Chinese market?
Did Welden originally plan to expand into the Chinese market?
No, China had not been on Welden’s radar until only a few months before the campaign began. Co-founder Sandy Friesen stated their previous expansion efforts were focused on Canada, sticking with what they knew.