Skech'S Expansion In China'S Market Is Increasing.

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 claims that SKECHERS's share price has risen to $140 from $30 a share last year.

After 8 years of development, as of July this year, SKECHERS has 1020 stores in mainland China, of which 20% are direct outlets.

"At the end of this year, there will be 1400."

Chen Weili said.

"I remember now clearly that it was my daughter's birthday on the day of signing the contract.

I also told them about sorry and ran to call my daughter to say "Happy Birthday".

Chen Weili is not very good at Putonghua.

Sometimes when some words are unable to express, he will stop and ask the staff next to him. What does this word mean in Chinese?

Compared to the 4000 or 5000 sports brands that are easily open, the market share is not much.

But Chen Weili is not worried.

He admitted that SKECHERS was not a fast start shop because "for the first two years, I was doing my own business."

I will only open a new store after making profits in a shop.

There is no doubt that this is mainly done.

The US 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.

"That store is located in Lane Crawford on the Huaihai Road."

Li Sijia's first double SKECHERS should be more than 10 years ago.

At that time, she was quite strange to this brand, and only recognized the spokesperson "Britney Spears" Britney in the counter.

"I think the shoes of this brand are different from those of ADI and Nike.

And I always think ADI and Nike are a bit like boys. "

Li Sijia bought a pair of shoes with S logo on the basis of "reverse thinking". None of her classmates recognized this brand, which made her very proud. After that, she bought two pairs.

After 2006, as lac Crawford withdrew, the brand she was not familiar with seemed to disappear.

Fortunately, however, there are plenty of choices.

Enter the market.

On October 2007, 18, Chen Weili and SKECHERS of the United States formally signed the contract.

"Before it was a company in Kunshan, but it never did the market."

Chen Weili took over the former agent's business and set up a brand-new Skech China company. "In China, my company is SKECHERS."

"Because the same is true.

We still compare with other international brands.

At the beginning, compared with CONVERSE, NEWBALANCE and PUMA, we have thrown them off. "

Chen Weili made no mistake.

In the United States, the footwear Brand Company, which was born in 1992, has entered the second tier. Although it has been chased by brands such as UnderArmour, its performance is not bad at the moment.

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.