Reselling to shine in online retail

Led by Liang Chao, streetwear fashion label Yoho! rides China's consumption upgrade to success

In mid-December, Yoho!, China's largest streetwear fashion group, launched UFO, a sneakers resale channel, on its e-commerce platform with all guns blazing, notching up over 1 million yuan ($145,574) in sales revenue on the very first day.

After the sensational debut, perday deals have settled to a decent number. Liang Chao, founder and CEO of Yoho!, said: "We've stepped into fashion retail because there's plenty of demand in the market. Among the products searched by consumers, sneakers are prominent," he said.