Walking Shoes Market Reactivate Adidas To Face Challenges Again

In addition to black technology and big Logo, many people only want a pair of comfortable ordinary walking shoes.

The product of this big company is not very good-looking, and its advantages are constantly being challenged. Although the number of efforts to correct the financial reports is not bad, the speed of consumers' abandonment is very slow.

Recently, NPDGroup, a data monitoring company in the retail industry, unveiled the fact that Adidas was heartbroken: in the US sports shoes market, they became third again: the first one was unsuspense.

And its sub brand Jordan takes up the total market share of 62%. (no, I don't think it's a little foul), while other brands have no more than 5% of their market share.

In the brand melee with a difference of less than 1%, it is certainly not Adidas, nor the famous American running shoes brand New Balance or Asics, which won the second place.

Brand Skechers.

Compared to the Under Armour with high profile and black technology, Skechers was recently understood by the market, not because of what new products they launched, but because the company's share price rose to 50% after the end of April.

Big analysts praised the brand in their reports, saying it is expected to become "the world's most popular footwear brand after Nike".

According to the earnings data, what they said may be a bit reasonable: in 2014, Skechers's sales volume reached 2 billion 400 million US dollars, an increase of 28.7% over the same period last year. In the first quarter of 2015, the sales volume of the brand reached 768 million US dollars, up 40.5% compared to the same period last year.

What kind of consumers will like Skechers shoes? In a previous report, we have analyzed the target consumers of this brand, which should be those who feel that they are not comfortable with regular shoes and are usually willing to walk in sports shoes.

The former is quite easy to understand - Sport and leisure wind has been popular all over the world for a while. Nike takes advantage of this trend and wants to pform into a lifestyle company.

But is it necessary to buy a pair of specialized walking shoes?

The answer is: if these shoes are comfortable and cheap, many people will buy it.

Consumers' evaluation of Skechers's products is "comfortable" and the price can be much lower than Nike's.

In 2014, 29% of Skecher's global sales came from walking and leisure sports shoes. In an interview, Matt Powell, an analyst at NPDGroup, said they thought the walking shoes market, which had been silent for several years, was indeed expected to be reactivated by Skechers.

Taking advantage of the trend of running, it is hard to design a decent product, and Adidas, who is hoping to compete with Nike, is facing more rivals.