Skech Is Still Selling 14 Billion Or 300 Big Stores A Year.

In mid January 2019, Shenyang was below 10 degrees Celsius.

In the coldest season in Northeast China, Michael Greenberg, President of global Cage, made a special trip to celebrate the opening of a super store.

In accordance with Chinese customs, he was interested in dancing the lion's eyes for the lion dance, and the four lion dances were dancing in the sound of the gongs and drums.

Shenyang super store is located in star Moore shopping center, the largest single shopping mall in the city, covering an area of nearly 3000 square meters, which is Cage's second largest supermarket in the world.

This store is a symbol of a grand plan. In the next 2-3 years, Cage is preparing to open 300 super stores in China.

Super store debut

The number of SKU in Shenyang super store is 2800, including Cage's whole line product.

Once in the store, the most conspicuous places are the D 'lites series, the sneakers with the IP element of One Piece, and the sweater with the tide brand Champion.

The shop center is a small children's playground, a mini slide to a pool of colorful bubbles, opposite to children's shoes and clothing area.

On the axis of the shop, young people's clothing and children's clothing occupy the central position. The left and right sides are men's shoes area and women's shoes area respectively. The display style is quite retro: the shelves are stacked in rows of shoes, and the three sides of the shelves are filled with blue shoes boxes. During the shopping process, it feels like a supermarket and Oteri J.

Michael Greenberg explains that store design follows a "story line", a series of consumption scenarios: parents bring children to children's shoes area, choose sports shoes, canvas shoes or winter boots, etc. after buying children's shoes, you can buy athletic shoes or running shoes in the field of sports, and "store design is clear at a glance, so it is convenient for customers to buy".

With all the 2800 products in mind, Cage is confident of his operational capability and product strength.

Past records show that these products are basically tested.

"No brand can offer a single store 2800 SKU, and the number of Nike and Adidas products may not be able to meet 3000 square meters of shops."

Skech, China, South Korea and Southeast Asia CEO Chen Weili said.

Nowadays, sports brands are becoming more and more popular.

As early as 2008, the 4 floor of Adidas Beijing Sanlitun store reached 2350 square meters. In November 2018, Nike opened a flagship store in New York Fifth Avenue, covering an area of more than 6000 square meters.

These shops are exquisite in design, fashionable and cool, and often become the city's tidal landmark.

Skech super store has learned from the experience of the industry: large area, all kinds of products, children's clothing area and children's amusement park, is a new exploration in the Chinese market.

Even so, the location of Shenyang is still unusual.

"Finding a large store is not easy."

Chen Weili explained that the first line of business with a small territory and gold is saturated and competitive, and it is hard to get the right store.

Star Moore mall adjusted its investment strategy in 2017, expanding the children's area, increasing the parent child activity area, and the main consumer group, which is exactly in line with Cage's position.

"Star Moore is not a top shopping mall, but K11 stores like this can't provide 3000 square meters of space."

Card position sports leisure

In 1992, Skech was founded in California, USA, and started with men's industrial boots, and later entered recreational sports shoes.

However, its global COO David Weinberg does not want Cage to be branded as a single shoe product. "Cage has rich product categories and diverse styles, hoping to provide suitable products for consumers of different ages in the family".

In July 2017, Skech opened a super store in the southern California, specially set up a children's District, including a small theater, in the traditional leisure and sports shoes and clothing areas.

Previously, Skech has two 1000 square meters of shops in Qingdao, China. Its operation efficiency is higher than that of a small store. The interior design of Shenyang super store refers to these stores.

Chen Weili hopes that the Shenyang super store will build a "one-stop" scenario of household consumption as well as American stores.

Skech plans to open 300 super stores in China in the next two to three years. "More than 20 of them have joined in cooperation."

Chen Weili said that it is imperative to speed up the construction of logistics centers to ensure that the supply chain backstage can keep pace with the pace.

The logistics center located in Taicang, Jiangsu, covers an area of 300 mu. It will be completed in August 2019 and will be put into operation after the Spring Festival in 2020. Its processing capacity is enough to cope with the sales scale of 1 billion -15 billion yuan per day.

This means that the fierce competition of sporting goods market is ushering in an ambitious challenger.

"We have no intention of competing with Nike and Adidas."

Michael Greenberg explains that Cage focuses on lifestyle products and pays more attention to fashion display, which is different from competing products focusing on sports products.

However, Skech is also upgrading clothing and accessories categories to develop sports products. "This is conducive to our competitiveness in both sports and fashion, and the two are neck and neck."

Michae Greenbergl added.

Chen Weili believes that the high-end brand market is limited in volume and difficult to sinks. The advantage of Cage is that the price is moderate and the target group is wider. "Our price is between Nike, Adidas and domestic Lining, Anta, there will be consumers considering us".

Footwear is the advantage of Cage. Every year, 3000 different styles of shoes are developed. Taking D 'lites panda shoes as an example, the basic color design has been sold for several years. It will improve and update materials, vamp fibers and colors every year, and adjust the area according to climate and aesthetics.

For example, the Korean market likes colorful and publicized designs, and many products sold in the Chinese market can not be seen in the United States and Eastern Europe.

In 2017, Skech sold 17 million pairs of shoes in China and 1 million 400 thousand pairs of shoes on the "double 11" day.

In 2018, "double 11", Cage single day sales of more than 500 million yuan.

Michael Greenberg predicts that in 5 years, Skech may surpass the United States in China.

In 2017, Skech's sales in the world exceeded 4 billion US dollars, an increase of 16.9% over the same period last year, of which sales in China exceeded 10 billion yuan.

In 2018, sales in China amounted to more than 14 billion yuan, about 30% of which came from online.

Public figures show that in 2017, sales in Adidas Greater China amounted to 3 billion 790 million euros, or about 29 billion yuan, while Nike's sales in China amounted to $5 billion 134 million, or about 34 billion 500 million yuan.

Chen Wei Li, whose ancestral home is in Quanzhou, Fujian, took the accompanying plation 10 years ago when he first came to the Chinese market to expand Cage's business. Now he can speak fluent Mandarin.

He believed that Cage could tear a hole in competing products such as Nike and Adidas. "The advantage of Si Cage is that he is a sports leisure brand rather than a sports brand".