How Did Such Ugly Skechers Rise In China?

According to the world clothing and shoe net, in the past two years, whether running professionally or running two times a day, the pursuit of healthy exercise has gradually become the daily life of everyone.

It brings opportunities.

It is one of them.

In search of "Skechers" on Baidu, besides selling channels, the first page is a question of knowing: "how did Skechers get up and become so ugly?" the following answer is mainly in two aspects: "ugliness becomes my favorite appearance" and "I wear the most comfortable shoes".

This basically answers the two reasons why Skechers has become a fire in China.

As a famous sports brand in the US, Skechers entered China in 2008.

During the 5 years of dormancy, there was an explosive growth in 2013.

The official data is that China's business grew by 89% over the same period :2016, and its sales outlets in China reached 2226, an increase of 77% over the same period last year.

Last year, double 11, SKECHERS official Tmall store on the same day, the number of people entering the shop reached 32 million, the total sales volume of single day reached 293 million yuan, an increase of 77% over the same period last year.

Pictured: Li Yifeng is the spokesman for Skechers China.

Recently, Skechers is located in the flagship store of Wukesong, Beijing, which occupies an area of 600 square meters and is currently the largest flagship store in Beijing.

Skechers Chen Weili, chief executive of China, Korea, Hongkong and Southeast Asia, talked to us about the development of Skechers in these years.

Differentiated positioning: the importance of cost performance can not be positively related to domestic brands such as NIKE, Adidas, Andemar and other influential brands. Skechers has gone through a differentiated route in terms of product and price positioning.

"All Skechers products are based on sports Foundation," Chen Weili introduced to reporters, but this movement is not a very professional definition, more inclined to "light sports".

Chen Weili explained that the user group of Skechers is 18 to 50 years old. The concept to convey is not "I want to run, I need professional equipment, so I choose Skechers". Instead, I want to create a scene for users. "I think these shoes are comfortable, they can be worn by themselves, and they can also be bought for parents and children."

The reporter understands, Skechers every year on the line of 3000 SKU, in addition to SKECHERS Sport, SKECHERS Work, SKECHERS Kids and other traditional product lines, this year has also developed SKECHERS GO Run running shoes and accelerator shoes.

Skechers China will expand its original four quarter products to six quarters this year according to different seasons and different weather needs.

For price positioning, Chen Weili told reporters that most Skechers products are priced at 599~699, "because this price has a very good space in China."

"Why did the former shoe king fall? Because the price of 2000 yuan, 1000 yuan after the sales promotion behavior consumers do not recognize."

Chen Weili concluded that consumers are not fooling now. We hope that we will not waste the time of consumers. "In the face of the rapid development of Skechers, Nike and Adidas will also launch some low-priced products, but their real good products must not be those low prices, and at the same time, they do not dare to sell too much."

Selective shop: standardization is more important than scale. Chen Weili is 60 years old. Before he Wukesong Skechers flagship store, he was still guiding the shop assistant to adjust the product placement.

This is the same rhythm as he chooses partners.

At present, Skechers has nearly 20 agents in China, including AOKANG international, Baosheng international, BELLE international, Hangzhou Chen he dress, Shanghai AI FA and so on.

Chen Weili jokes and laughs that when a meeting is held, one table can sit down.

This reporter has learned that as of now, there are less than 150 official shops in Skechers. In Chen Weili's plan, there will be 3500 stores under the Skechers line this year.

This means that 20 agents have contracted more than 90% of Skechers's offline stores.

According to reporter net understanding, AOKANG international should have been responsible for the sinking and expansion of Skechers in the three or four line city channel, but in the AOKANG international financial report, it has not completed the Skechers line store expansion plan in the first half of this year.

Chen Weili said frankly that this is because he does not allow the other party to open. "Skechers does not want to make quick money, nor does it want to expand quickly."

The Skechers flagship store in Chengdu covers an area of more than 1300 square meters. It spent more than 6 months to decorate and invested about 15000000 yuan.

This is quite different from the way many brands try to flash shop.

In the application for opening shop under the Skechers line, Chen Weili will probably approve 1 of the 4.

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"Opening up 50 stores is of little significance to us. After having a certain brand influence, we hope to unify the Skechers standard."

This year, Skechers has only added 1000 new outlets, and Chen Weili thinks this is a slow pace in the industry.

This persistence is not because Skechers wants to choose conservative development, but in Chen Weili's judgment, consumers need to have a unified cognition of brands.

"Consumers in the three or four tier cities grow very fast, and they will travel to understand Skechers through the Internet. Why is a store in a second tier city larger than that in the three or four tier city? No matter what city Skechers shop provides consumers the experience should be the same."

Even with steady growth, many suppliers are rushing to cooperate with Skechers, because Skechers has an objective profit cycle. According to Chen Weili, 90% of Skechers stores can make profits in second months.

Development: IP and new retail Skechers have more and more say.

This is reflected in their screening of offline shopping malls.

"If the brand is not profitable, the market will be even more depleted, and Skechers's monthly revenue will far exceed that of the mall."

Chen Weili is very confident.

Next, Skechers will make many new attempts, such as the cooperation with One Piece and other IP, the introduction of customized money; mature product model D 'Lite will also open shop separately.

The exhibition scene will continue to expand, such as the layout of the tourism retail at the airport and the high-speed rail station, and will be displayed according to the different scenes.

Different flagship stores will also be integrated into local characteristics, such as panda elements at the flagship store in Chengdu.

In addition, Skechers invested 1 billion yuan to establish a logistics center in Jiangsu Tai Chang, covering an area of 100 thousand square meters.

Skechers's team has always maintained a lighter team so that Skechers is flexible in coping with future changes.

In the end, Chen Weili told reporters that the more difficult the retail industry is, the better the Skechers will develop.

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