Interview With Li Tun, Executive Director Of Crocs China: 5 Question Crocs'S Development Prospect

Reporter: Overall, the external economic situation in 2011 is not optimistic.

Li Tun: every economic turbulence will change the way of life of some people, and the lifestyle of Chinese will become more and more casual, which is very consistent with Crocs.

Moreover, as China's middle class continues to expand and their spending power is expanding, the Chinese market has not been affected by the global market, but has grown.

And this

Reporter: will Crocs continue to introduce new products to drive sales growth in the future? In addition, as far as expansion is concerned, Crocs is also considering entering a second tier city.

Li Tun: in China, not only new products, but also from the expansion of the sales sector, including four and five line cities, especially with the development trend of China's rapid urbanization, we will set up shop in this area accordingly, so that more consumers can see our products, so that our market will continue to expand.

As the market continues to expand, our pricing or pricing range will continue to expand, so there will be some low price and higher price strategies in the future.

For example, high heeled shoes, because of its design and technology are different from before, so the price will be higher. At the same time, we will have some basic styles.

Reporter: Crocs is mainly in supermarkets in the US market, and its price is much lower than that in China. Why?

Li Tun: different brands have different positioning in different regions, and the choice of the United States may be more. In China, this leisure category is still an emerging market, so its positioning and pricing are different in all aspects.

China's request to some parts of the market is even higher than that of the Chinese market, such as matching, dressing and furnishings, so the styles, categories and prices of different places are different.

Reporter: the government has lowered the growth target of China's GDP to 7.5% this year. What do you think of the impact on Crocs?

Li Tun: this year will continue to develop steadily. There is still great potential in the Chinese market.

Our consumer base is expanding, and their spending power is also expanding. So in such a dual direction of expansion, our potential can be further explored.

By continuously expanding shops, fields and products to meet the needs of the Chinese market.

We plan to add more retail stores to more than 2, 3 and 4 cities.