SKECHERS Is Speeding Up Its Layout In China.

In August this year, AOKANG International announced that it signed a strategic cooperation agreement with SKECHERS as its distributor.

An insider from AOKANG international revealed that in the next 5 years, 1000 stores will be opened in five provinces and cities in Zhejiang, Fujian, Jiangxi, Guangdong and Hunan.

In addition to AOKANG, the company started to search for large and powerful Chinese companies in China two years ago, giving them regional distribution rights.

Chen Weili said that SKECHERS is all in China.

China has the highest Ping efficiency.

The first layout of SKECHERS in the Chinese market is the first tier cities. "We now have almost 1000 stores in the big cities such as North Shanghai.

People here are more receptive to new brands. "

Different from other brands' strategy, we notice that SKECHERS stores in China are almost exclusively 120~150 square meters.

This may be one of the successful knack of this brand.

"Domestic rents are too expensive."

Chen Weili thinks that using limited area to display products, "in fact, enough, not too much shop.

Maybe two or three big stores will be flagship stores in the future, but they will not be thousands of flat ones.

In terms of price, SKECHERS's positioning is biased towards high-end.

Most of them are 500~800 yuan, with shoes less than thousand yuan.

If you walk into this shop, the salesperson will also recommend your memory cushion products.

"Maybe running shoes are not our strongest ones, but we are the first to walk shoes."

Chen Weili told reporters that the mother of one of his employees had ever worn a brand.

No longer wear other brands of shoes, "because they are light and soft enough to wear comfortably."

In addition, SKECHERS has little discount.

"This is a strategic problem. Frequent discounts will make customers feel that the original price of your brand is not worth buying."

Although there is a difference between the price of SKECHERS and overseas (the official price difference between China and the US is around 20%), Chen Weili said that SKECHERS with 500 designers will launch hundreds of new products every year.

"I will place an order in the United States according to the needs and positioning of the Chinese market.

China and overseas sell things differently, that's the difference. "

The company is also developing its e-commerce.

"Only 10% of the products sold under the offline line are the same. I need to protect the interests of my distributors."

The Chen Weili family owns another company that has nearly 30 years of cooperation with RalphLauren, and next month they will bring a sub brand CHAPS of RalphLauren to China.

"When it's time to enter (China) is not too late, it depends on how you play."