Skechers stepping up its presence in country

Leveraging the China International Import Expo, a key platform for international procurement and investment promotion, Skechers, a United States-based athletic footwear and apparel company, is ramping up efforts to play a bigger role in the industry, boost international communication and connect China with the global market.

Willie Tan, CEO of Skechers China, South Korea and Southeast Asia, said the CIIE acts as a magnet to attract top global companies to Shanghai. This year's event has reached new heights in terms of participating companies and the number of visitors, he said.

As an ideal platform for industrial exchange where Skechers can gain insights into new trends and market directions, the CIIE has promoted the transformation of exhibits into products and products into hot-selling items, Tan said, adding that the company's debut products have received huge market feedback.

"This year, half of our exhibition area is dedicated to interactive sections, with the setup of a basketball court to showcase the latest and trendiest sports. We have also invited professional coaches to provide teaching on the background knowledge, basic rules and playing techniques of this sport," he said.

Skechers has also combined a milk tea bar concept with its Slip-ins series, designing the Skechers Bar interactive experience space. Guests can enjoy a cup of exclusive Skechers special blend milk tea on-site.

This year, Skechers continued its high-speed development, presenting a series of remarkable commercial achievements to market investors and global consumers. In the second quarter financial report released in July, Skechers announced sales revenue of $2.01 billion for the second quarter, a 7.7 percent increase from the same period of 2022, setting a record for the same period. In the first quarter of this year, Skechers achieved a quarterly sales revenue of $2 billion, setting a record for the first quarter.

Skechers has been committed to digital transformation and expansion for years by extending its business on mainstream e-commerce platforms, and continuously developing self-operated channels. In addition, the company is connecting online and offline store membership data to manage big data.

"This year, we have opened a Skechers China live broadcast base in Dongguan, Guangdong province, covering an area of 2,000 square meters, which currently has 14 professional livestreaming rooms in operation," Tan said.

To tap into consumers' demand for high-quality and comfortable products, Skechers is also expanding into diversified businesses such as livestreaming e-commerce training and anchor incubation, building a professional team of 200 people and establishing a live broadcast base with distinctive brand characteristics.

China is Skechers' largest overseas market and one of its most important markets. Skechers has seized this market opportunity and accelerated its development through channel sinking, product innovation, industrial investment and partnership building. It achieved significant results in the market, with sales growth in China reaching as high as 19 percent in the second quarter.

wangjinhui@chinadaily.com.cn