Nike Is Firmly Entrenched, And The Black Horse In The US Sports Shoes Market Is A Strong Enemy.

Recently, The NPD Group, an American industrial research firm, produced a report on the consumption market of sports shoes in the United States.

It is not surprising that Nike and its Jordan brand ranked first, with a market share of 62%, leaving competitors far behind.

The US shoe brand Skechers ranked second in the 5% share, while the German brand Adidas ranked third in the 4.6% row.

In addition, the top three brands of sneakers are Asics, New Balance, Under Armour, Reebok and MIZUNO (Mizuno), respectively. New

Because the market share of Nike and Jordan brands has exceeded half, the market share of other sports shoes brands is only one digit.

However, in this consumer market report, the American shoe brand Skechers, which is pressing Adidas and Under Armour, remains the focus of attention.

"This is the most underrated company, and it is better than the market," the analyst wrote in the report.

The brand, which is not prominent in the sports market, surpasses sports giants such as Adidas for the first time, becoming the second in the American sports shoes market.

Founded in 1992 in Skechers, California, USA, it started with a single product of leather boots.

A few years later, the company began to dabble in other footwear styles, including

, canvas shoes and sandals.

At that time, the development strategy of Skechers was to produce imitation products of famous brand shoes.

And it is loved by the middle and low level consumers.

The brand began to enter the fitness market in 2009, which made them truly become the popular footwear brands of American consumers.

This time, they did not imitate the famous brand again, but launched the independent design and brand style fitness shoes.

At that time, Skechers was the first to sell body sculpting shoes and body repair shoes in the United States. In the past second years, the fitness shoes have been selling well locally.

After that, the company gradually became a brand with fitness as its core, and sports shoes such as running series running shoes were launched.

With the help of sports shoes, Skechers sales in the 2014 fiscal year amounted to $24 billion (about 148 billion 874 million yuan), and its share price doubled last year.

It has been reported that the Skechers company's investors are increasing at a time when their performance is improving.

In response, analysts at Morgan and Stanley said: "Skechers has changed from a generic brand to a brand with its own independent design and unique style, and constantly improving its factory and distribution layout."

In addition, Skechers is changing its marketing strategy.

Last October, the company signed a contract with the US pop singer Demi Lovato, making it a spokesperson for the brand in the next three years.

Skechers signed up pop artists to attract young people's attention, and then help brands expand their product lines.

Recently, the company also launched golf series.

And invited professional golfer Matt Kuchar as spokesperson for the series.

In addition, its spokesmen include NFL legendary quarterback, baseball star, Boston marathon champion and American voice award winners.

Signing a series of stylistic celebrities and introducing fashion shoes and running shoes, Skechers's intention is obvious - in the field of sports fashion.

Although Skechers is the second in the American sports shoes market, it is far from Nike, and its athletic attributes are also inferior to those of traditional sports brands.

What's more, sports brand has not been successful in the field of fashion. Is it possible to do a fitness shoe brand? This is still a difficult problem for the dark horse in the US.

In contrast, the Under Armour, which is still in its infancy, is much better.

The American brand, known for its sportswear such as tights, has not yet formed a large scale in the sports shoes market.

But in the past two years, Under Armour has been making great efforts in sports shoes products, and the basketball shoes products, which are mainly made up of Stephen Currie boots, continue to be hot, helping young brands grow rapidly.

NPD's report shows that this is the first time that Under Armour has become the forefront of the US sports shoes market share.

As Under Armour continues to consolidate its position as the second sports brand in the United States, its share in the sports shoes market has been on the rise. It will bring a lot of impact to old tycoons such as Arthur and New Balance.

Morgan Stanley, an international Financial Services Company, also agreed in a recent report that sportswear and sports shoes market will be one of the most promising industries in the next five years.

This means that Nike, which has 62% market share, will start a boom.