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Cage, The US Footwear Brand, Is Pushing The Chinese Market.

2010/8/23 17:25:00 61

Although the joint venture was officially stationed in China at the end of 2007, the United States

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Skech (SKECHERS) has proved that the highly competitive Chinese footwear market still has room for latecomers.

In less than three years, the young leisure sports brand has more than 100 outlets in mainland China.

Yesterday, Skech, chief executive officer of China (Asia), who was in Shanghai to attend the Asia Pacific sales conference, told the business daily reporter that with the increase of popularity and the expansion of the network, the sales realized by Cage in China in the next year will be at least 50% growth in the year of.

Skech, founded in 1992, originally operated special utility boots (used for police or forestry workers) and suede skates. But the implementation of the product development route and global distributor strategy with fashionable, individualized young audiences for the audience soon opened the door to the brand and was publicly available on the New York stock exchange 7 years later (Code: SKX).

So far, Cage has been diversified, designing, developing and marketing the Cage brand of men and women.

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And several other products, which sell more than 80 million pairs each year in more than 100 countries and regions around the world.

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The brand value is more than 1 billion 400 million US dollars, ranking second only to Nike in the US footwear market.

In China, though Skech had been retailing through distributors in 2002, it was only five years later that he joined Cage, a joint venture with Hongkong based international garment foundry, to become the beginning of the official development of the Chinese market.

Chen Weili, who is also a CEO of Lian Tai enterprise, said yesterday in an interview with a Commercial Daily reporter that he had worked with international costumes and footwear giants in the market development of Cage.

It is reported that last year, Cage launched shape up shoes in the U.S. market has occupied 70% of the same market share, Chen Weili said that such functional footwear products will become one of the key development directions of Skech.

At the same time, the dual strategy of retail channels has helped Cage expand rapidly.

Chen Weili said that at present, Skech has opened stores in Shanghai, Beijing and Guangzhou by way of direct operation. Shanghai alone has more than 30 places, and will increase to 60 next year. In a wider two or three tier city, distributors are the main force of sales.