E-retailer Yetang.com wants to introduce hipster fashion to trendy young Chinese.
The website, whose name means “Wild Candy,” specializes in indie fashion and design, and offers over 15,000 products, including home décor, apparel, shoes, and bags. The company acts as a liaison between Chinese consumers and over 500 independent designers around the world, fulfilling orders directly between consumer and designer. With over 250,000 current registered members and multi-million RMB angel funding from IDG Capital Partners, the company’s prospects look promising.
Founded by Natasia Guo and Yan Zhang, the company’s mission reflects changing tastes and attitudes in China – specifically the post 90’s generation in China. The country’s fashion sense is developing rapidly, with today’s youth inclining toward clothes that are edgy, unique, and colorful. Yetang is also concerned with supporting the creativity of its designers, many of whom are Chinese, creating unique merchandising and editorial content to drive consumer traffic from social networks like WeChat, Weibo, and Douban. The website also provides shoppers with stories for each of its designers to foster a deeper connection between buyer and seller.
“Chinese designers are equally entrepreneurs than they are artists,” Zhang tells Forbes. “Many of them are really ambitious – they don’t just want to be appreciated, they want to win. They want to be the next Evisu, Converse or Diesel; not just in China, but in a global context. They have the knowledge and access to succeed quickly, or fail quickly and try again.”
The success of Yetang also reflects a larger change in the Chinese market, “a shift from an export-based model to one of more domestic consumption.” More entrepreneurs and designers in China now have access to expert quality production with lower minimum order quantities, and it is one of Yetang’s advantages that the company works hard to promote these burgeoning businesses, according to co-founder Natasia Guo.
“We see more design and fashion entrepreneurs who have both the experience and vision to fundamentally change the fashion industry in China,” Guo said.
image credit: yetang