Skech Always Has A New Rival In The Expansion.

Chen Weili, a Chinese American born in Philippines, is close to sixty days old. 8 years ago, he signed an American sports shoe Brand Company named SKECHERS.

Now he is the chief executive officer of Cage China Limited, Hongkong Cage and Southeast Asia Limited. "This company is now the second largest footwear brand in the United States after NIKE."

He proudly declared to the first financial daily that SKECHERS's share price rose to $140 from $30 a share last year.

Chen Weili revealed that he and his partners plan to open SKECHERS stores in China to 4000 in the three years of 2016 ~2018, and the proportion of direct outlets will drop to 10%.

In 2014, the sales volume of the company on the domestic line was 120 million, and it was expected to reach 450 million yuan in 2015.

It is revealed that online sales account for less than 30% of the total business.

Reporters learned that SKECHERS most proud of its women's shoes products, which accounted for more than 60& of its total sales volume, is also among all international sports shoes brand (women's shoes) sales ranking the best.

Market segmentation has gradually become a new growth point of competition among major sports brands.

The industry giants have noticed this. Adidas opened its first women's store in Zhengda square, Shanghai in early June this year.

At the end of last year, Nike pioneered the IAPM store in Shanghai.

According to public data, the proportion of female consumers in outdoor products increased by 3.4% in 2013, reaching 38.9%.

Brands have already smelled great business opportunities in the female sports consumption market.

In addition, it should be pointed out that those opponents that SKECHERS thought "dropped" had also returned.

NewBalance, for example, may have failed to perform well in the Chinese mainland market, but in the past two years, the company is returning to people's attention.

NewBalance launched

The high click rate in social media has aroused heated debate and become the "tide shoe".

And Italy brand FILA, which is also included in Anta, is also concerned by many fans. Its number of stores exceeds 500.

"Yes.

No brand will give up.

。

Some overseas brands begin to take a detour and take several years of recovery.

When they find a chance, they always come back. "

Chen Weili believes that for the retail industry, the consumption power of the Chinese market is huge.

The family owned another company has nearly 30 years of cooperation with RalphLauren, and next month they will bring a sub brand CHAPS of RalphLauren to China.

"When it's time to enter (China) is not too late, it depends on how you play."

There is no doubt that the American company, the main sports shoe company, has a strong momentum of development.

Although the domestic footwear brands continue to pass the bad news of closing stores and declining performance, Chen Weili disagrees.

He and his partners plan to open China's stores to 4000 in the next 3 years.

According to this plan, SKECHERS China needs an average of 1000 new stores a year.