On December 16, 2016, the American sports and leisure brand SKECHERS Skechers (hereinafter referred to as “SKECHERSâ€) held a grand autumn 2017 product launch event in Shangri-La, Jing An, Shanghai. SKECHERS CEO of China, Hong Kong, South Korea, and Southeast Asia Chen Weili (Willie Tan) announced that as of the end of November, SKECHERS' China business in 2016 increased by 89% year-on-year, and its sales network in China reached 2,226, an increase of 77% year-on-year. In the conference, SKECHERS also announced that former Olympic gymnastics champion Li Xiaopeng has become the latest image spokesman of the SKECHERS Performance series.
SKECHERS CEO Willie Tan from China, Hong Kong, Korea and Southeast Asia Presents Keynote Speeches
Announced Li Xiaopeng as a new spokesperson for SKECHERS
In 2016, SKECHERS achieved rapid growth in both China and the Asia-Pacific market. A series of data shows that this is the second-ranked footwear brand in the US market and has firmly established itself in the Chinese market. In addition to the rapid growth of sales and sales of online stores this year, the performance of online sales is also very eye-catching. In the just-concluded Double 11 Days Cat Shopping Festival, the official SKECHERS Tmall Store generated a total of 32 million person-in-store visits that day. It reached 293 million yuan, a year-on-year increase of 77%.
According to Chen Weili, the success of SKECHERS in China and Asia-Pacific was attributed to innovative cooperation models, high-quality products, an upgraded store image and a strong work team. In China, SKECHERS took a joint venture model to operate, which also brought great advantages to the brand's rapid adjustment and business decisions in the domestic market. In October of this year, SKECHERS Korea also formally incorporated the SKECHERS Asian joint venture company. Not only that, SKECHERS' domestic business model of brand direct sales and distributor cooperation has also rapidly helped the brand to fully expand in the country's 1223 cities. At the press conference, SKECHERS and YY SPORTS and Wanda Plaza respectively conducted a new project co-opening ceremony, which indicates the deep cooperation between the two sides in operations and channel construction in 2017.
SKECHERS launches project cooperation with Baosheng Group and Wanda at the conference
In the conference, SKECHERS not only set up personalized product booths, but also carried out product release catwalks and unveiled the new products of the season one by one, including the EXO equivalent SKCHERS D'Lites 2/D'Lites Train series which is popular throughout the country this year. The SKECHERS Performance series was also launched in 2017. The GOWALK SPORT series worn by urban sports enthusiasts and GOWALK's latest fourth-generation walking shoes, which are highly sought after by white-collar fitness professionals, all reflect the fashion and function of SKECHERS' products. With features. At the same time, from the spring/summer 2017 season, SKECHERS will start innovations in sports and casual wear, and strive to make breakthroughs. This will give Chinese consumers more fashion and clothing that suits the trend. It is full of expectations.
Personalized SKECHERS product booth
SKECHERS new product catwalk
“We hope to become the top 3 casual sports brand in the Asia Pacific region!†Chen Weili expressed at the press conference the expectations of SKECHERS development. Obviously, SKECEHRS did not just keep this expectation in the plan. In the beginning of 2017, the world's largest SKECHERS flagship store will be located in Kecco Lane, Chunxi Road, Chengdu, Sichuan Province; Huaihai Road, Shanghai flagship store will also be renewed in 2017; The Asian logistics center with an investment of 500 million yuan is under preparation. From this series of market moves, SKECHERS' ambitions for the Chinese market may go far beyond the top three. As a Chinese company entering the Chinese market in 2008, it took only 8 years of development to obtain such a sports brand. It is indeed worth looking forward to!
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