How Martha Stewart Is Plugging Her Brand in China, With Alibaba's Help
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Martha Stewart has some intriguing collaborations going on right now. In the U.S. she’s working on a VH1 cooking show with Snoop Dogg. Meanwhile, she just flew to China to build her brand at a quirky live-streamed event hosted by e-commerce giant Alibaba.
Ms. Stewart is at work with Alibaba on “opportunities for future collaboration,” according to a release that gave no details on what lifestyle products she will actually sell in China. But she gave a keynote speech at a Shanghai show promoting kitchenware that was hosted by Alibaba platform Tmall. Afterward she posed, at length and somewhat awkwardly, for photos with Tmall’s humanoid cat mascot.
Ms. Stewart mused about China’s “growing young middle class with unprecedented purchasing power” — the people she will target with her brand, which is owned by Sequential Brands. And she talked about how much China has changed since she first visited in 1982 (“very few automobiles,” “no big skyscrapers.”)
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