Lesser-Known Australian, European Brands Hope To Leapfrog Into Chinese Market
Golla's limited-edition backpacks have been a hit at the Shanghai World Expo
Since it kicked off two months ago, we’ve established that the Shanghai World Expo has been a great platform for major global luxury brands — particularly those from Italy or France — to display and ply their limited-edition wares. But the Expo is also providing some valuable visibility for a number of lesser-known companies from countries that Chinese consumers don’t yet associate with distinctive luxury brands.
As Shanghai Daily points out today, pavilions are showcasing everything from Australian wool to Finnish bags in what is certainly a “win-win” for Chinese consumers (who benefit from more choice) and foreign manufacturers (who get a chance to easily reach this captive audience). From the article:
Along with manufacturers’ associations, the Expo has been good for individual brands looking to make a name for themselves among Shanghai’s urban middle class.
Being proactive in the market, catering directly to the tastes of Chinese consumers by creating exclusive limited editions, and donating to Chinese charities. It looks like Golla has done its homework on success in China, 2010-style. We noticed that it has a functional Chinese-language website — now let’s just hope Golla’s Digital IQ is high enough to fully cash in.