Sneaker marketplace GOAT has an application especially for China

"The sneaker community has grown enormously in China, especially with the rise of basketball and hip-hop culture, so it's no surprise that the demand for sneakers is also growing," he said. said Eddy Lu, co-founder and CEO of GOAT Group, in a press release. Currently, the GOAT Group has an office in Shanghai and a site in Hong Kong.

A spokesman for GOAT told Engadget that in addition to locating the language through the native application, the company's WeChat experience will target Chinese consumers where they spend most of their time in line. Unlike American consumers, Chinese buyers have become accustomed to shopping via apps. WeChat, the country's largest social platform with more than one billion users, has also become a thriving destination for e-commerce. WeChat has enabled brands to create "WeChat mini-experiments" that allow them to design custom interfaces for use in the application. In addition, the new GOAT base in Hong Kong will provide Chinese customers with faster shipping.

Launched for the first time in 2015, the Culver City-based GOAT was designed as a platform to connect buyers and sellers of sneakers. The market includes thousands of collector level sneakers, brands such as Yeezy, Nike, Vans, Adidas, etc. If a buyer buys a pair of shoes, sellers must then send them to a GOAT facility where an expert will verify their authenticity. GOAT then ships the shoes to the buyer. Given the high rate of counterfeiting in the sports shoe industry, such an arrangement is intended to prevent buyers from being ripped off.

Shanghai will also serve as a brick and mortar base for its operations in Asia. Given the growing demand for luxury sneakers in other Asian countries such as Japan, the expansion of American society seems to be a wise move.