Catching Up With Nike ADI, Skech Sold 19 Million Pairs Of Shoes In China.

As we all know, the United States is the most developed market in the world sporting goods industry, where many famous international sports brands including Nike, Andrew, Reebok and so on were born.

It can be said that SKECHERS is the black horse in the industry. The American brand is mainly located in leisure sports shoes. It has surpassed Adidas in the past few years with a 5% market share, becoming the second largest footwear brand in the US market after Nike.

In 2019, Skech released the latest performance report, its global sales reached 4 billion 600 million U.S. dollars, an increase of 11.5% over the same period last year, a record high.

The market in China is outstanding, with sales reaching 14 billion 100 million yuan, an increase of 36% over the same period, and a total of about 19000000 pairs of shoes were sold.

By the end of last year, the number of their own retail outlets and third party stores in the world was 2998, with over 2600 shops in the Greater China region.

Public information shows that the interpretation of Cage's name derives from southern California slang, which means "sitting young people", representing young people pursuing fashion and personality.

The enterprise has gone through 20 years' history. It started with tooling boots, and its unique design was sought after by young people. It once attacked the United States as the second largest footwear brand in the United States, the largest fitness footwear brand in the United States, the largest brand of children's shoes in the United States and so on.

The brand strategy does not take the unusual road, is different from the traditional sports brand Nike, Adidas, Andrea these movement specialized function, as well as uses the high tech product.

Skech is more devoted to the pursuit of comfort and appearance design of shoes. It introduces more than 80 new shoes every year, and the style is very rich.

In the field of leisure sports shoes sales exceed Nike ADI.

As the most important market of Cage, the Greater China region has been working for more than ten years. In the same year, it developed rapidly with the development of the market.

In the past ten years, the main products such as "panda shoes" and leisure fitness shoes have helped the brand achieve great success in the field of sports life and have created a good brand image.

At the last spring order meeting, they announced their first 10 years' performance in China, with an average annual growth of 73% in total retail sales. In recent years, the global electricity market has been developing continuously, which has brought some impact on physical retail.

Last year, about 30% of Skech's 14 billion 100 million year sales in the Chinese market came from online sales, which was very bright.

In 2019, Skech opened the largest brand store in Shenyang, with an overall area of nearly three thousand square meters, and the entire shop was divided into several exclusive product areas. The design of fashionable atmosphere and the modern display mode of products made the visual effect more intuitive and diversified, which fully satisfied the one-stop shopping experience of consumers.

In the fierce competition environment, all major sports brands have upgraded their brand stores to further enhance their own advantages.

In the face of product diversity, Cage believes that this is both the challenge and the most competitive competitiveness of the brand.

Skech's brand positioning is sports and leisure, 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, it can be integrated into the consumer's life, this is the biggest advantage of the brand.

It is reported that this year they decided to sink their stores to the two or three tier cities.