How Will Cage Arrange Our Market In 2019?

According to the world clothing shoes and hats net, in December 2018, the American sports leisure brand

SKECHERS (hereinafter referred to as "Cage") its first series of MARKNASONX SKECHERS series

The concept store officially opened in Singapore's BugisJunction Mall Baisha floating commercial city.

Just this month, the sports brand, famous for its "panda shoes", announced its strategic cooperation with vigorous sports to develop the Midwest market.

Prior to June, Cage China has cooperated with BELLE group, Wangfujing group and pioneer group.

Skech regards China as a new growth point for future development, and will layout more central and western regions in the future, while reversing the brand image and changing to a younger trend.

Deep ploughing in the central and western regions, setting up more high quality brand stores

Skech, chief executive of China, South Korea and Southeast Asia, Chen Weili said the two to five tier cities are the focus of next year's opening.

This is also an important reason for its cooperation with Jin Lang sports, which has been cultivated for 30 years in Sichuan and Chongqing, and has many resources in the central and western cities.

2017, Cage China

The total retail sales amounted to 10 billion yuan, and the company expects sales to exceed 15 billion yuan this year.

Correspondingly, Skech's single expansion from the past in the channel to the pursuit of higher quality stores this year, through the establishment of different types and grades of shops to adapt to different sales channels.

On the one hand, Cage began to carry out the layout of concept stores in China.

Since 2017, the sports brand from California has introduced lifestyle shop, Oteri J boutique and D 'Lites trend store. MARKNASONX SKECHERS brand concept store is a preliminary attempt.

On the other hand, Skech China slowed the pace of opening stores.

According to Chen Weili, in 2016, Skech opened about 900 stores in China. In 2017, the figure was around 500, while in 2018 it was about 400.

According to public data, by September 30th this year, Skech's number of shops in China was around 2340.

The reason is partly due to the pformation of Cage's brand strategy in China.

In the past ten years, the main products such as "panda shoes" and "leisure walking shoes" have helped them succeed in sports and life, but to some extent, they have affected the brand image.

In addition, from the global perspective, Cage faced the pressure of continuous sales growth and net profit, which prompted Skech to change from quantity to quality.

In Cage's global layout, the Chinese market is undoubtedly the most important engine of growth.

In June this year, at the spring order meeting in June, Skech announced for the first time 10 years of development in China: the total retail sales grew by an average annual growth rate of 73%.

Carry out the strategy of youth, but fall into the plagiarism door.

In Chen Weili's view, many sports brand's product line is very professional, but at the same time it will also be limited to the specific group or culture of the movement, such as basketball, skateboarding, skiing and so on. Cage is facing consumers of all ages, covering users from children, young people to the whole family of middle aged and old people.

Many people have questioned whether such a variety of products will obscure Cage's brand positioning.

Chen Weili believes that this is not only a challenge for Cage, but also the most competitive competitiveness of Cage.

"Cage positioning is sports and leisure, it not only for a consumer to provide products or tell the brand DNA, no matter what kind of life pursuit, work nature or interests of consumers, Cage can be integrated into his life, this is Skech's biggest advantage."

In addition, how to maintain communication with consumers and enhance their understanding of Cage has become an important challenge for the brand.

Chen Weili told the media that in 2019, Cage's main task was to convey brand positioning and ideas to consumers of different ages through different media, different channels, different products and different activities, and the Millennium generation with stronger communication power and influence is the most critical breakthrough in brand communication.

"The millennial generation is not only becoming a major economic group, but also a strong mainstay of the new middle class. It is also a mainstay of the family and has an important impact on the whole family.

Therefore, the millennial generation is our main communication partner, "Chen Weili said." when young customers come into our shop, they will find that they can buy shoes suitable for their parents and shoes suitable for children in addition to their own shoes, so we can win the trust of a family. "Cage said.

Skech hopes to understand young people's hobbies and values, and then communicate with users in the language of young people.

"Let our products go into their lives through the culture of young people, and resonate with consumers."

At present, Cage has many star idols, such as Huang Zitao, Tang Yan, Wu Chun, Dou Xiao, Lok Wah seven son NEXT and so on. "Spokesperson is our brand ambassador, helps us communicate with consumers, and can better display their products through their wear."

In addition, Chen Weili said in an interview with the media that Cage intends to build a younger and fashionable D 'Lites series into an independent brand. In August this year, Cage opened a D' Lites boutique in Shanghai's trade iapm, integrating graffiti and street music elements, trying to create a store space for dialogue and interaction with young users.

Now the D 'Lites series is an important part of Skech's young customer group business growth. It will help Cage continue to expand the brand of young customers after the sub division is set up independently.

In addition to the Skech brand experience store similar to the Chengdu Ke Jia Xiang, Chen Weili also plans to deliver different brand images to consumers through opening more trend shops and life leisure stores.

Chen Weili once told reporters that "Anta Lining above, Nike ADI below" market vacuum belt is Cage's best living space.

According to the reporter, Cage sells the best two series, D 'lites panda shoes and GoWalk GoWalk walking shoes, the former price is not more than 700 yuan, and the latter series price is between yuan.

On the whole, the price of Cage shoes is mainly distributed between 399 and 699, the highest price is 1249 yuan (more than one thousand yuan only 4 shoes).

This is indeed a more convenient price space.

To satisfy some consumers who are pursuing cost-effective, and avoid many competitors, Cage, a salesperson, told reporters that some students still had the majority of middle-aged and old people. For them, spending more than two thousand buy sports shoes was not very realistic, but some domestic brands were too popular, especially for students, they preferred products full of personality and cheap prices.

In addition, Skech's design headquarters in California will launch more than 3000 shoes each year, more than ten thousand SKU.

From the overall number of SKU, it is a company with very short update cycle.

But it also puts it in a "plagiarized door", such as fishermen's shoes similar to Toms, and Sperry style shoes.

In 2016, Adidas sued Cage for copying their shoes of Mega Flex and Stan Smith.

Nike also sued Cage for the two time.

Some consumers who bought Cage's brand shoes and clothing told reporters that the price of Cage shoes is very high. It is cheaper in the period of promotional discount, the price is about 200-300 yuan, but sometimes it will encounter quality problems. Under the pressure of the extrusion of Nike, Adidas and other brands, the development of the second tier cities will be more popular.

"But for the plagiarism does not agree, the update speed is no faster than the fast fashion brand," a salesperson who worked in the Cage store told reporters. "Cage should set up a brand image as soon as possible. Catching up with fashion is important, but also has its own technical barriers. In this field, the competition pressure is still relatively large, and having its own core competitiveness is more important."

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