Skech Sales Surged To The Second Largest Sports Shoe Company In The United States

Skech (Skechers) sales of sports shoes are soaring.

The total revenue of the US company in fiscal year 2015 was US $3 billion 150 million (about 20 billion 660 million yuan), an increase of 32% over the same period last year.

According to the data of NPD group of retail market, in the first three months of 2016,

The market share of the American sports shoes market is 5%, exceeding Adidas's 4.6%, becoming the second largest sports shoe company in the United States, second only to Nike.

Despite the fact that Nike is still an unassailable hegemon (the 62% sports shoes sold in the US are all Nike), the rise of Cage reflects a new consumption trend - people are beginning to lean towards cheaper ones.

Because they may never actually wear it to run, why buy such expensive professional running shoes?

This is a threat to those professional sports brands.

In the US market, sports shoes and running shoes have always been the largest subdivision of retail sales.

SportsOneSource, the market maker, says this is the first time.

Instead of professional running shoes, it will drive sales of sports shoes.

A recent report by Morgan and Stanley also said that the recent success of Skech was partly due to the fact that consumers are more and more inclined to choose comfortable shoes for shoes compared with basketball shoes.

Whether people want to exercise or not, they just like to buy sports clothes and shoes. Cage's high growth is due to this "leisure sports" fashion.

"The fashion of sports shoes is changing, and this trend has made Cage cheaper."

Analysts said, "because the comfort wind of Cage's main hits has become very popular, and Cage has not been involved in the field, such as basketball shoes, growth is slowing down."

Most of Cage's growth is made up of his walking shoes, which is more moderate than the old brand of sneakers.

"Walking has been neglected for many years, and to some extent, it has been activated by them."

Matt Powell, an analyst at NPD group, said in an interview with reporters.

The casual shoe company is also trying to expand its market share among young people.

Pop stars Demi Lovato and Skech have launched a series of cooperation, and personally played the advertising of this brand.

But analysts have warned that Cage is also at risk.

For example, Sports Authority, the US sporting goods retailer, is about to close all its 460 stores, which has a certain impact on Skech, because the brand is also sold at Sports Authority stores.

Meanwhile, in the field of sports shoes, the competitive brands from Under Armour, Adidas and Nike are also very competitive.