How Can Skech Do The Work Of "Addition And Subtraction"?

In the past two years, Skech has made his debut with "ugly" and "stepped in".

As a matter of fact, this brand is really operating in a serious way. It knows where to put its strength and knows when to stop.

It can be regarded as a "flexible company".

Let's take a look at what it has done.

Run-up "marathon"

Skech, as the leader of sportswear, is also trying to add strength to sports events. In the past two years, XTEP has been constantly upgrading the marathon.

In fact, the marathon is also because the marathon industry has huge consumption potential.

The 361 degree earnings report is not as good as XTEP, and is also stepping up the layout of the marathon.

In the fourteenth Saipan marathon, SKECHERS Cage, an exclusive sponsor, provided equipment for runners.

"Insert brothers two knives"

Nike has recently been trapped in the "broken door" and can not extricate itself.

Cage, an American brand with his roots, fell into the trap of "two brothers."

Skech put an advertisement in the New York Times and other newspapers.

The posters read the words "Just blew it" (the explosion is over), and the middle pair of shoes had a big mouth, which looked like the Nike that Zion exploded.

The bottom is Cage's logo, and a small print reads, "the outsole will not leave you."

Skech really has a strong explosive force in recent years. This time he dares to openly challenge Nike, which should be very emboldened.

In 2018, Cage's annual income reached 4 billion 640 million dollars, operating profit reached $83 million 700 thousand, an increase of 50.4% over the same period last year.

Although the total revenue is far from being able to compete with the tens of billions of dollars in Nike and Adidas, Cage's growth rate is very impressive. In North America and overseas markets, it is the two big companies that cannot be underestimated.

However, although Skech is catching up with the overall business, the company has been playing a major role in sports and leisure products, and its revenue in basketball is relatively low.

Therefore, in order to enhance the influence in basketball court, Skech urgently needs to strengthen basketball business.

Previously, it had invested heavily in basketball shoe brand Brandblack, but it did not cause much splash in the end. The partnership between the two sides was announced in July last year.

Stop in China, layout Midwest

The sports brand, known for its "panda shoes", also announced a strategic cooperation with Jin Lang 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.

In recent years, Cage has been opening up shop frequently, and constantly expanding the connotation of brand stores to meet the diversified shopping needs of consumers.

In January 19th, Cage, China's largest store, landed in Shenyang.

According to Cage, Shenyang's super store has an overall area of 2982 square meters, and the entire store has D, lites, Lifestyle, Performance, Kids and many other Cage products lines.

Continuously expanding the connotation of stores, boutiques, brand concept stores and super stores, the shops with different concepts are beginning to take root in China.

As a spokesperson, traffic stars participate in young people's favorite cultural activities and cultivate youth culture.

Slowing down

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.

A man loses his hand, but his horse stumbles.

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

But Skech's expansion in China slowed down partly because of 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.

Skech is targeting consumers of all ages, covering users from children, young people to the entire family of middle aged and elderly people.

Will people doubt that such a variety of products will obscure Cage's brand positioning?

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.