Ming Yang, Managing Director of China, Moda Operandi

LONDON – Moda Operandi has named Ming Yang managing director, China. Ming will be the C Ventures-backed online luxury platform’s first employee in the world’s largest luxury market.

She will be responsible for building the team in Shanghai and will oversee the business strategy and operations in mainland China. She will report to chief executive officer Ganesh Srivats.

China potentially could be the company’s biggest source of growth as Asia only represented eight percent of its overseas business in 2018, and the company is hoping to have a physical showroom in the region within the next year to 18 months.

“Ming’s experience successfully shaping major U.S. and U.K.-based retail brands to fit the needs of the Chinese luxury consumer is unparalleled. At Moda, we’re committed to becoming part of the local fabric in China, building our China operation from the ground-up, and ultimately being the pre-eminent luxury fashion platform for Chinese consumers. Ming has just the experience to get us there,” said Srivats.

Ming previously served as managing director for greater China and APAC at Farfetch, and has held senior positions at ShopRunner Inc., Best Buy China, and Amazon China.

The company also said Ming’s appointment represents Moda Operandi’s “official entry into the region, as it builds out its strategy, operations, marketing, and personal styling programs from Shanghai.”

Doing luxury e-commerce in China is very difficult on your own, especially when Yoox Net a Porter Group and Farfetch have formed alliances with Alibaba and JD.com, respectively, which leaves very little space and opportunities for latecomers to get a share of the market.

However, Ming is bullish about the situation. “I see incredible opportunity for Moda Operandi to thrive in the Chinese market. I’m excited to join Moda at such a pivotal moment and am eager to introduce the Chinese luxury consumer to a new way of shopping and discovering the world’s best fashion with Moda,” she said.

Co-founded in 2010 by Lauren Santo Domingo, Moda Operandi differentiates itself from competitors by allowing consumers to shop from complete collections, as well as to buy a season ahead in online trunk shows. It now carries more than 1,000 brands and designers, ships to 125 countries, and has raised nearly $300 million in funding from global investors such as LVMH Moet Hennessy Louis Vuitton, C Ventures, Apax Digital and Advanced Publications, parent of Conde Nast.