I saw an interview trumpeting the recent success of AllBirds on Alizila, the English mouthpiece of the Alibaba group.

This brand is one of America’s DTC darlings. And they DESERVE their trailblazing reputation.

Even in China, it is hard to argue with the success of their launch on Tmall…

…that is, unless you look closer and see that their success was guaranteed well BEFORE launch.

Overnight success is RARE in China. And this brand is no exception.

AllBirds global buzz spilled into China more than ONE YEAR before launch and hit a tipping point in March 2018 as seen here.

So before you get excited about a land of unicorns, remember that you need VERY fertile soil.