Kunpeng Project
The low-key American sports brand has an annual revenue of 57.6 billion yuan and has opened more than 3,500 stores in China
Skechers Inc. of the United States announced its results, its worldwide sales in the past year hit a record high, more than 8 billion yuan, an increase of 75%；Direct sales to individual customers increased by 243%。
Skechers is a chain enterprise in California, USA, founded in 1992, mainly engaged in **, shoes, sandals, sneakers and other products, a year to develop more than 3,000 shoes, more than 10,000 SKUs.
At present, our company has established more than 5,000 chain stores (brand direct sales, brand cooperation, cooperative distribution, etc.), and its marketing network covers more than 170 countries. According to research firm SGI, Skechers' sales ranked third in the world in 2022 after Nike and Adidas.
When it comes to Skechers, Robert Greenberg is his creator. Steven Spielberg's E t.was a worldwide hit in the 1980s. He soon saw an opportunity, and after obtaining a series of copyrights, he moved eT's image was applied to his own shoes. The move quickly attracted the attention of a large number of customers, earning three million in just two months.
Robert saw the joy of success and he decided to enter the shoe industry and create L a.Gear, a cardio workout product for women specifically for women. In just seven years, Nike has become the third largest sneaker brand in the United States, behind Nike and Reebok.
But in the 90s, the cardio program declined rapidly, and L· A· Gear's sales also declined. Robert lost control of the company, and after being kicked out of the company, he and his son Michael Greenberg teamed up to form Skechers, hoping to make a comeback from the crisis.
Skechers originated from the Southern California meaning "idle boys", this group of people set their sights on those who pursue fashion and individuality, and set their sights on those who pursue fashion and individuality, a loafer called "bald head", because of its tense shape swept the streets of the United States, and thus swept the world. After Skechers fired his first shot at the "head cannon", he quickly launched new products such as espadrilles and sandals, which were also fashion-oriented and comfortable to cater to the needs of various customers.
In addition, Skechers has successively released handsless flash penetration technology, super bubble technology, arch support technology, memory foam memory insole technology, and gotherm360 thermal energy storage technology. And these characteristics are the root of its "quality-price ratio".
Skechers, which mainly sells sneakers, has also begun to expand its own production line. Since 2012, the company has started the research of professional sports shoes and established the "Skechergo Run" series and "Skechergo Walk" series products. At the same time, the company also launched the "Panda Shoes", which are popular among young consumers, as well as children's shoes designed with interesting shapes.
In order to achieve "70% pop and 70% casual wear, 30% professional sporting goods", Skechers signed a lifetime contract with Harry Kane of the England national team to launch the SKX 01 and Razor collections to enter the sneaker industry. Signed with NBA New York Knicks star Julius Randle and Los Angeles Clippers Trenius Mann to enter the sneaker industry together.
In 2007, Skechers and Hong Kong Luen Thai established a joint venture to successfully expand into China. Over the past ten years, it has invested more than 3 billion yuan to establish a sub-Pacific product research and development center in Dongguan, a 2,000-square-meter China TV broadcast center, and a China logistics center in Taicang, Jiangsu. Now, apart from the United States, China is Skechers' largest foreign market, with more than 3,500 online stores.
Skechers' sales in China increased by 15 percent over the same period last year6%, and in the fourth quarter of this year, Asia-Pacific increased by 15% due to double-digit growth in China, the best of all major sectors (3% in the Americas and 7% in EMEA).
90% of Skechers' Chinese goods are locally made in China. In the past year, we have released a number of new products, such as flash shoes for adults and children, and super burst bubble panda shoes, all of which have achieved great results. The company will continue to launch more "casual and children's" collections this year and expects to add 700 stores. Skechers is expected to add 3,000 stores in China by 2026, with sales reaching 30 billion yuan.
At the end. According to Ou Rui Consulting, the market value of China's sneaker industry will be 385.8 billion in 2023 and is expected to exceed 559.3 billion in 2028, with an average annual growth rate of 77%。While the industry continues to develop, due to the accumulation of inventory and other reasons, the competition in the market is becoming increasingly fierce. In the case of the prominent "Matthew" phenomenon, the differences between major enterprises may further increase. How will Skechers play it? We will keep an eye on this.