Skech, Born In 1992, Has Completed Tens Of Billions Of Corners Overtaking.

According to Skech's first three quarters of 2019 earnings report, Cage's cumulative sales in the first three quarters have reached about US $3 billion 889 million. Jack Hough, an economic commentator of the Barron weekly s, pointed out directly that "if ranked according to income, Skech is second only to the sports giants of Nike and Adidas. "

So how did Cage, who was born in 1992, come back from behind to achieve a dramatic overturn in the curve?

There is no doubt that for Skech, the star strategy must be one of the important reasons to help the brand achieve overtaking in the curve.

At the beginning of the brand building in 90s, Cage chose the "Britney Spears Britney" Britney Spears as the first spokesman of the brand. The "Britney Spears Britney" who wears Cage's shoes is also sweeping the globe with a wave of songs and dancing, gathering many young eyes in the world to Cage.

In addition to Britney Spears, even Kim Kardashian and Robert Downey Jr. also shine for Cage. Back to the domestic market, Li Yifeng, Huang Zitao and other domestic front-line flow of big coffee is to make Cage popular.

It is worth mentioning that Cage, who focuses on youth culture at the beginning of his creation, will focus more on the star matrix or street culture movement when he makes star strategy, helping the brand extend to every aspect of youth pop culture.

Along with the star strategy, Skech also expanded the battlefield to the "social effect" social platforms, attacking the consumers' fragile visual nerves with waves of beautiful feet.

In this way, with the high standard of star strategy and the help of short and fast social marketing to the daily life of consumers, Skech successfully laid an experience journey in the consumer's life to be discovered.

However, the shoe is based on comfort, and if the first meaning of comfort is removed, then all marketing campaigns are in vain. Skech, who is well versed in the theory, takes the "Skechers Memory Form Cage memory insoles" as her shoes for the comfort level and instantly pulls up several levels. Therefore, the first wave of consumers who experience the foot effect due to the star effect is successfully transformed into a loyal supporter of the brand.

In addition to star strategy, community effect and the design and comfort of the shoe itself, the overwhelming store strategy is also an important factor to ensure fast and steady growth of the brand.

Via fashionnetwork.com

Skech, chief executive of China, South Korea and Southeast Asia, said in an interview: "idols, hip-hop, products and stores are the four key words for Skech to communicate with young consumers. We hope that Cage's products can be entered into the lives of young people through the culture of young people, and resonate with them." Skech "

Just because of this reason, Cage not only keeps enriching his own product line, but also continues to take part in offline activities, so he can interact with consumers more truthfully and try to give consumers a different experience.

In the Sneaker Con Guangzhou Railway Station, which we opened last weekend, we could not find Cage's figure.

Sneaker Con, which is a must for all sports shoes lovers, is absolutely well prepared for Skech.

In the name of "MAGIC SHOE BOX", it not only displays the most historic D 'Lites series shoes, but also complemented by the joint footwear of Cage and OPENING CEREMONY and ATMOS, etc., which has made great efforts in the depth of Booth products.

Moreover, there are three points to be mentioned in the display of Booth products. The first point is the display mode of D 'Lites series shoes, and the second point is the fun setting of blind box. The third point must be the limited space between Skech and "beauty girl Sailor Moon".

First, let's start with D 'Lites. Skech's practice at Sneaker Con Guangzhou Railway Station can be said to be both clever and interesting. The reason is that it set up three electronic devices made up of 9 electronic screens separately, and then put D 'Lites 1-3 generation shoes into them respectively, showing the diversity of D' Lites shoes by projecting on different patterns of shoes.

In addition, the "blind box" is set for Skech and OPENING CEREMONY, ATMOS, One Piece and other brands or IP limited shoe sales, and the re landing of China's Energy SKX shoes, and the specially designed way of sale, that is, you can not know which shoes are in the blind box, until you open the blind box.

In addition to the limited number of shoes, Skech also installed a Cage Sneaker Con shoebox in the blind box.

And the "Sailor Moon" limited space is to restore the maximum set of five female warrior characters, and invited five Show Girls all day long for us to deduce the beauty of the girls and shoes and clothing.

In addition to having many highlights in product display and space layout, Skech has fully displayed the interest of the brand in the interaction with consumers.

First of all, Skech designed interesting ways to release the basic gifts such as tote bag, brooch and zero wallet. During the activities of Sneaker Con at 11 a.m., 3 p.m. and 6 p.m., Skech used the way of Air Drop to send Skech's posters containing the code randomly, and received the poster Sneakerheads's participation in the raffle with the poster of the password.

Later, Skech also set up a DIY space called "Energy Lab" specially in Booth. In this space, consumers can carry out the water transfer printing pattern customization service, and create a unique pair of shoes for themselves.

On the whole, Cage is bound to have a lot of money in the Booth setting. Both the device design and the interactive mechanism reflect Cage's personality appeal which is full of interest and popularity.

So, behind these personality claims, what kind of brand genes do Skech carry out? What is the story of the re visit to China's ancestor's shoes? With these questions, we also have NOWRE and Cage's Marketing VP Megan and Product Director Clement on the stage of Sneaker Con, sharing more views on Cage with the audience.

In the two mind, what kind of feeling is sneaker culture belonging to Cage? Please describe it in one word and share the reason with us.

Megan (hereinafter referred to as M): I think it's Delight. First of all, Delight is pleasant and relaxed in Chinese, which is consistent with Skech's desire to bring you unique style while bringing you relaxed and pleasant wearing experience. Delight and our most famous panda shoe series D 'Lites are also close to the pronunciation.

Clement (hereinafter referred to as C): for me, the word should be Classic. Because Cage had already introduced daddy's shoes in early 90s, that is, the Energy of Britney Spears Britney's upper foot, which is just 20th anniversary today. Now the trend of daddy's shoes has swept the whole world and has become one of the hottest shoes.

As a sport trend brand originating in California, what do the two think Cage's core competitiveness or brand gene is?

M: stylish, interesting and incredibly comfortable. We have never advocated sacrificing the comfortable wearing experience for the concave shape. We hope to create an effortless fashion sense and convey a healthy brand concept.

What is the story of the re landing of China's Energy SKX shoes? How does Cage interpret the word "Energy energy"?

C: shoes were first born in 1999, by the then pop music star Britney Spears Britney endorsement, and has a good sales volume, and so on the "Forbes" magazine. And this style is not only popular in the United States, but also popular in Japan and Korea, which is popular in Asia. The Energy shoes can be said to be the originator of old shoes.

Skech also has deep efforts in the fashion market. Can you share with us?

M: this year we have launched a cooperation shoe with ATMOS and OPENING CEREMONY. At the same time, we also launched cooperation with One Piece and Line Friends. And, this time, we have brought the first public beauty Warrior series for Sneaker Con Guangzhou Railway Station. I hope you can enjoy it.

For Skech, what is the purpose and significance of participating in Sneaker Con activities?

M: before that, we may still be comfortable with Cage, but we are not at that level. We hope to show you the unknown side of Cage through the exhibition such as Sneaker Con. We hope to bring more young people to the street culture.

How to choose sneakers?

M: I will choose female elements more prominent, whether in color or style, of course, workmanship is also very important. Of course, the key is to like yourself, and remember that you wear shoes, not shoes.

Objectively speaking, Skech, who was founded in 1992, is still the "new man" in this industry. However, from the early stage of the multi-purpose boot to the design of more than 3000 new styles every year, it is an excellent manifestation of the consumer's understanding and intentions.

Perhaps it has not yet become the best in the industry or the love in your heart, but it has always been thinking in the consumer's perspective. It's just like this, landing in China's Energy SKX shoes. Its good shape and comfortable feet feel a sense of satisfaction for your feet.

Such a Cage, we sincerely advise you to try it at the store.