It Is Worthwhile To Draw Lessons From Expanding The Whole Channel Retail Mode During The Skech Epidemic.

Under the outbreak of the new crown pneumonia, many sports brand operators have been affected, and we are doing everything possible to adjust our thinking to tap new possibilities. Recently, the American sports leisure brand Skech (SKECHERS) responded to the epidemic's impact on enterprises, emphasizing that after the epidemic, many new consumer scenarios, products and services have been hatched in the Chinese market, which will bring greater development opportunities to enterprises. In terms of market strategy, the epidemic also brought new thinking and direction to Skech.

As early as 2007, Skech began the layout of the Chinese market. In recent years, Skech has a good prospect in the Chinese market, and the products are well received by Chinese consumers. In early February of this year, Cage's 2019 annual report showed that Cage's annual sales volume hit a record high of $5 billion 220 million. It is worth mentioning that last year, the total retail sales of Skech in the Chinese market amounted to 16 billion 600 million yuan.

During the epidemic, the operation of Cage's offline store was greatly affected. Skech introduced that, in the initial stage of the outbreak, to protect the safety of consumers and employees, the store of more than 70% of Cage's shop was closed, and the rest of shops also shortened the business hours of stores according to regulations. With the improvement of the epidemic situation and the gradual recovery of the consumer market, shops will gradually resume business.

Although the epidemic brought many losses and challenges to Skech, it also made the brand different "harvest". The epidemic did not allow Skech to doubt the consumption prospects of the Chinese market. Cage said that health will be a topic of concern to Chinese consumers at the next stage, and that the concept of consumers will also change. In the brand development strategy, Cage will also strengthen the healthy life concept advocated by the brand and actively convey it to consumers.

Through this epidemic, Skech has also produced many new thoughts -- how to better satisfy consumers' demands. On this basis, Skech also has a new understanding of the development direction of enterprises in the future.

Skech said: "in the future, we hope to continue to enrich our products and bring more choices to Chinese consumers. On the other hand, we will increase investment and layout in smart retailing and social media marketing. Digital transformation and full channel access will be a focus of post epidemic development, thus creating an immersive shopping experience and a more convenient service experience for consumers.

Skech also said that the company is increasing the layout of online channels. It is reported that Cage will optimize the layout of China's market in all aspects this year. The first phase of the Taicang China logistics center, which invested over 1 billion yuan, will be put into use in the second half of this year. This logistics center can serve the needs of the huge electricity suppliers in the Chinese market more efficiently, enhance the warehousing and distribution capabilities of the enterprises, and lay a solid foundation for the sustainable development of Cage's Chinese business.

During the epidemic, Cage fully explored the potential of online channels. It is reported that Cage actively develops the full channel retail mode, giving full play to online advantages such as Tmall, Jingdong, official website, WeChat circle. Increase cooperation and promotion efforts with e-commerce platform, through online live sales of drainage, with the help of festivals to increase the heat. Under the epidemic, the brand has also adjusted the discount activities of the e-commerce channel. Consumers can enjoy preferential prices when purchasing products in the electricity supplier channel.

In addition, Skech is speeding up the on-line plan of intelligent retail tools, communicating with consumers through intelligent retail tools such as online intelligent shopping guide, small program mall and so on, so that consumers can enjoy the convenience of shopping at home.