Skech'S Sales In China Increased By 89% In 2016.

According to the world clothing shoes and hats net, the leading roles of Korean TV dramas are worn.

(Skechers)

This is not new.

In recent years, driven by Korean stars, the shoe brand of the United States has been in Asia for a short time.

The popularity of people.

Nowadays, the sports fashion has been blown into the Chinese consumer market.

89%, this is Skech's sales growth in China in 2016.

At the same time, the results also included the sales of the brand in the Chinese market increased to 2226, up by 77% compared to the same period last year.

These bright figures show that the Cage brand has gained rapid growth in the Chinese market.

Accordingly, CEO Chen Weili of the Asia Pacific region called out a loud slogan: "we hope to become the top three leisure sports brand in the Asia Pacific region."

Although Cage has gradually emerged from Korean dramas to break through the Chinese market, many domestic consumers are not familiar with the US brand.

In fact, the brand name Skechers comes from slang in the southern California, meaning "sitting young people", representing young people pursuing fashion and personality.

Skech was founded in 1992 in California, USA, and originally started with a single product of leather boots.

Many years later, the company began to explore other footwear styles, including casual shoes, canvas shoes and sandals.

At that time, the development strategy of Skechers was to produce imitation products of famous brand shoes, which were favored by consumers at low and middle levels because of their low price.

By 2009, Cage began to enter the fitness market.

This time, it no longer imitated famous brand, but launched a series of fitness products, such as body shaping shoes and body-building shoes, with independent design and brand style in the local market.

Because of its moderate price and comfortable clothing, fitness shoes soon became popular in the local market and gradually became the popular footwear brands of American consumers.

After winning the sweetness, Cage became the brand with fitness as the core, and all kinds of sports shoes were launched.

With the help of sports shoes, in the 2014 fiscal year, Cage's sales volume reached 24 billion yuan (148 billion 874 million yuan), and the share price of the company doubled.

At that time, Morgan and Stanley's analysts commented: "Cage has changed from an imitation brand to a brand with its own independent design and unique style, and constantly improving its factory and distribution layout."

In 2015, Skech continued his "dark horse" stance in the domestic market. When the US sports shoes market report was released by American industrial research firm TheNPDGroup, Skech pressed Adidas and UnderArmour to rank the US second in the market share of 5%, just behind the sports giant Nike company.

The accuracy of the report is hard to confirm, but a more pertinent assessment is, "this is an undervalued company."

Although Skech has been in the United States for a long time, but after entering the Chinese market in 2008, it has been very warm.

Until 2015, the number of stores in Skech expanded to 1000, and the brand of sports shoes began to be rapidly concerned.

In addition to the rapid growth of sales and sales points, the performance of online sales is also eye-catching. Last year, "double 11" was taken as an example. The official Tmall store entered 32 million people on the same day, and the total sales volume reached 293 million yuan per day, up 77% over the same period last year.

For the success of Chinese market, the brand is attributed to four aspects: innovative cooperation mode, high quality product, constantly upgraded store image and efficient work team.

Skech China explained in an interview that the innovation cooperation mode is the combination of self retailing and distribution cooperation, and distribution partners include YYSports, AOKANG international and Wanda Plaza, while online sales maintain close communication with e-commerce platforms such as Tmall and Jingdong.

At present, Skech's sales outlets in China reach 2226, and the proportion of direct sales and distributors is 8% and 92% respectively.

In addition, the total retail sales in 2016 were 6 billion 500 million and 78% and 22% respectively.

"More than 2000 stores have so far not been profitable, so offline sales are still the most important source of sales," Cage emphasized.

As for store design, "store image is an important factor in sales under the guidance line," Cage responded. "Flagship stores, concept shops, multi product shops, children's shoes shops and other different store categories have their own unique image support. Next we will also unveiled the new flagship store in Chengdu with a brand new image. This store has adopted a completely new concept from its appearance to store display, and combined with the most popular VR interactive device nowadays."

Skech China store

Unlike the major sports brands hovering between sports and fashion attributes, Cage emphasized more "comfort" and hardly hit the "high-tech" brand.

Because of this, the price of Cage shoes is relatively moderate, mostly in the yuan around 500 yuan, compared with Nike, Adidas and other giant brands have a price advantage, this is another reason for its popularity in the Chinese market.

Cage's ambition is not only there. According to the plan, the brand will have a series of moves in the Chinese market next.

In 2017, the world's largest Skech flagship store will be located in Chunxi Road, Chengdu, Chunxi Road, and the Shanghai Huaihailu Road flagship store will be renovated. The number of offline stores is expected to increase from 2226 to more than 3000 this year. Apart from increasing the number of outlets in a second tier city, the brand will also plan to expand to the small cities outside the three or four line.

What is even more striking is that the Asian logistics center in Taicang, Jiangsu, which has invested more than five hundred million yuan, is preparing for the construction. It is undoubtedly an important link to fulfill its "top three leisure sports brand in the Asia Pacific region". The US brand is showing its determination to fully develop the Chinese business.

Cage trapped in the plagiarism dispute

However, Skech's overseas expansion also has its embarrassment.

Even though there are more and more self-designed products nowadays, the "imitation" gene of the brand is still following. In recent years, Skech has been involved in many plagiarism lawsuits.

Last July, Adidas took Skech to court, accusing him of illegally plagiarizing the design concept of Adidas sneakers. This is the second time Skech had been taken to court by Adidas. In September 2015, Adidas accused Cage of copying his classic representative StanSmith.

In the first trial last February, Adidas won the lawsuit. The second instance is expected to be held in May 2017.

In addition, last January, sports giant Nike sued Cage, accusing the latter of violating Nike up to 8 patents in the past two years.

In 2014, another sports brand CONVERSE accused Cage of mass production, distribution or sale of CONVERSE CONVERSE classic sports shoes.

In the face of a series of plagiarism accusations, Cage China declined to comment.

Obviously, this fast-growing black horse in the sports consumption market still needs some brains to enhance the brand trust of consumers.

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