In step with millennials, e-commerce

Michelle Tang shapes shoemaker Rothy’s strategy in digitalized China market Michelle Tang is blunt about what her main priority was in 2018 when she took the job of general manager in China of Rothy’s, the US-based shoe manufacturer with mainly direct-to-consumer sales model: “Getting used to China’s e-commerce business environment and enlarging the sales.” A retail veteran specializing in the area of sport and outdoor activities, she said she noticed a significant change in China’s retail business in recent years. A majority of Chinese shoppers prefer to buy the items through various smartphone apps. In the US, consumers tend to be loyal toward select goods, which they buy directly from the brands’ websites. She said the development of the internet-plus era and the rise of New Retail in China have pushed the company to deploy more resources into e-commerce channels and build closer partnerships with major players such as Alibaba Group’s Tmall. Unlike traditional shoemakers, Rothy’s products are made from recycled plastic water bottles, wool and post-consumer recycled materials designed with bold colors and patterns. It has been adopting the direct-to-consumer marketing strategy in the US. In addition to its physical stores in San Francisco, the company plans to add… Read full this story

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