Why Buy Such Expensive Professional Running Shoes?

By copying and copying a fashion empire, it makes a world's second rich.

Tycoon.

Many people think this brand of shoes is ugly.

No major sports stars have been invited, but the spokesperson for this brand is full of Goddess beauty.

It's called Skechers, Chinese name Cage. If you didn't know this brand before, you should remember it now.

The name of the brand comes from slang in southern California. It means "sitting young people", representing young people pursuing fashion and personality. It was founded in 1992.

When it comes to sports shoes, most people think of it first.

Adidas, but in the past three or four years, the market structure has changed dramatically. Although Andrea is very popular, Cage has quietly reached the peak.

In 2015, Skech crushed Adidas by 3 billion 150 million yuan (20 billion 660 million yuan) and 5% of the market share, becoming the second largest sports shoe company in the United States after Nike.

The first thing to do is practical footwear and skateboard shoes, and later on casual shoes and sports shoes, including men's shoes, women's shoes, children's shoes and many other series, to meet the needs of people of different ages and different regions.

Skech has been in China for many years, but there is no fire in the early stage, but now it is different.

In September 2015, Skech had a total of 1000 stores in the country, but plans to increase the number of stores to more than 4000 in 3 years.

It depends on two words -- comfort.

A lot of big aunts love it, so they don't pretend to be comfortable.

Skech did not set foot in the field of very professional shoes, such as basketball shoes and professional running shoes.

The sudden rise of Cage reflects a new consumption trend - people are inclined to buy cheaper sports shoes, because they may never actually run in it, so why buy such expensive professional running shoes?

Non professional

When it comes to sports, these sports brands must talk about "professionalism", not "high technology" or "Ergonomics", or "aerodynamics".

But Skech is "not professional". He never talks about "high tech" or "professional". He only focuses on how to make his feet more comfortable.

In the design and production process, because unlike Nike, Adidas and so on professional sports shoes brand then pays attention to the shoe itself each kind of parameter, for example supports, springback, the load and so on functional questions, but the material used from the sole to the vamp, all is light, breathable, the soft primarily, especially the sole uses the Boost material, is very suitable for the daily wear.

For Cage, who surpassed Adidas to become the second largest sports shoes brand in the US, SportsOneSource, the market research firm, said that this is the first time that sales of sports shoes have been driven by fashionable casual shoes instead of professional running shoes.

A research 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 as 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.

Moreover, compared to the old brand of professional sports, Cage's shoes are not cheap, but they can be described as moderate, which is between RMB 500 and 800 yuan.

Although Nike's position in the United States is unshakeable (62% of all sports shoes sold in the US are Nike), Cage's "non professional" is undoubtedly a threat to professional sports brands.

Everything is comfortable!

Love copy, copy only the hottest.

Skech has a team of more than 500 designers and will launch hundreds of new products every year.

At the very beginning, when Cage started his house, he took a lot of fake shoes on the market, such as the popular Martin boots in the US in 80s, so that Skech was prosecuted in 1999.

Since then, Cage has expanded the product line, boots, sandals and sneakers to develop in an all-round way.

Although it is not like ZARA, it will imitate the brand shoes that fire can not afford.

Skech never risks going out of fashion.

So Cage often borrowed some designer shoes, but the price was much cheaper.

For a few typical examples, be clear at a glance.

ADI's Boost series + Nike's Flyknit='s Cage's Burst.

ADI has a classic style. In recent two years, it is no good in domestic fire. Stan Smith also has Skech, from material to suture to the touch of green on the shoe end, which is the same everywhere, "Same".

And this one.

It can be imagined that Skech was accused, and he filed a lawsuit against Cage against two patents last year. He won the first instance in February of this year and the second instance in May. At the beginning of this year, Nike prosecuted Cage for violating 8 patents in the past two years.

But Cage had already put the money in his pocket.

Cage's marketing strategy in the digital age is simple and crude.

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No mobile phone app

Skech mainly relies on self owned stores and authorized agents to expand the market. On the line, Cage has his own website, which is easy to operate and can operate smoothly on mobile phones.

But unlike most retailers today, Cage did not develop app, and Cage's online sales channel was limited to this.

But Ben Kennedy, an interactive media director, thinks this is a good thing.

Ben Kennedy said, "what we want to teach our customers is not to put the cart before the horse, but to make the tail become the top.

If you don't need app at all, don't do app. "

Unlike Skech, Nike has a large number of app, including SNKRS which specializes in sports shoes, and many Nike+ fitness applications such as Nike+ Running and Nike+ Training Club.

Skech has learned from others. In 2011, he launched a fitness application, but the result was not satisfactory.

Kennedy said: "if Cage is in the field of fitness, I think he lacks credibility because Nike has robbed him of the powder and Cage has been unable to establish an audience alliance."

So, apart from the website, Skech did not do other online sales channels.

Celebrity endorsement is not a problem. Finding a horse is enough.

The fame of this brand doesn't seem to be very well known, but in the past few years, Skech has spent a lot of money to build momentum. The most expensive person is endorsed by celebrities. Please pass Kim Kardashian (Kim Kardashian).

Kelly Brooke (Kelly Brook)

Brooke Burke-Charvet, Mark Cuban (Mark Cuban), has played many advertisements in the rugby Super Bowl. Please ask pop star Christina Aguilera (Christina Aguilera), Queen Britney Spears Britney (Britney Spears) to speak to Britney, singer and former Disney star Demi Lovato (Demi Lovato).

In the sportsman circle, Skech involved almost all sports and sponsored many business players, such as Meb Keflezighi, the champion of the 2014 Boston marathon. After that, he would wear Cage's sportswear and sneakers no matter whether he participated in the competition or attended the event.

They also sponsor veteran sports stars, such as Joe Namath, and the most unusual is that Skech sponsored a star racing California Chrome.

With the help of these celebrity endorsements, Skech is content to create blog content, and in addition to his own content, he will introduce other bloggers' articles, such as fashion bloggers who are in the forefront of the trend, and the contents are often short, vivid and easy to digest. The message conveyed is also very simple, and will not be as professional and high-tech as Nike or Adidas.

In fact, like Cage's sports shoes, no sense of design, wear is comfortable, this is the first feeling of all buyers after the foot, but also the most direct perception of the product selling point.

Whether digital content, celebrity collaboration or seamless shopping experience always shows consistency and relevance, this is the key to building brand value.

Just as Cage, founder of Michael Greenberg, talked about the experience of creating the brand, he said: "there was no blank in the market at that time, and there was no chance to cross the fence."

But he said, "if someone denies you, you should continue to knock on that door and try again and again.