Recently, the 2023 Outlet Brand Strategy Conference of SKECHERS (hereinafter referred to as "Skechers"), a comfort technology company, was successfully held in Skechers Asia-Pacific Product R&D Center. Chen Weili, Partner of Skechers China, CEO of Skechers China, Korea and Southeast Asia, Jiang Nanchun, National Head Outlet Representative, Founder and Chairman of Focus Media, Chen Feng, Founder and Managing Partner of Richu Capital, and other guests gathered in Dongguan, the "City of Technology", to see the brand's vision, deeply discuss the new generation, new trends and new opportunities in the consumer market, and work together to create a win-win future.
Open the non-"rai" ceremony
Group photo of the participants
Deeply cultivated in the Chinese market for 16 years, create together and win the future
The conference coincided with Skechers' 31-year debut on the Fortune 500 list, and at the same time that the Chinese consumer market has clearly emerged with a distinct and transformative character. In this context, Skechers and offline retail important partner outlet to open a new chapter of brand strategic cooperation, which is of very special significance.
Chen Weili, CEO of Skechers China, South Korea and Southeast Asia, said that in the future, Skechers will continue to increase investment in China, strengthen cooperation with strategic partners outlets, provide more high-quality products for Chinese consumers, innovate consumption scenarios, and win the future.
Skechers China, Korea and Southeast Asia CEO Weili Chen delivered a speech
In 2007, Skechers and Luen Thai Group jointly established a joint venture - Skechers China. In the past 16 years, Skechers has successively landed product R&D centers, logistics centers and digital studios in China, and solid infrastructure investment has become an important engine for Skechers' global business development. This year, Luen Thai Group's RMB3 billion Dongguan Supply Chain City "Industrial Reform" project will introduce Skechers functional regional headquarters to integrate core value elements of the whole industry chain such as R&D and design, new materials, intelligent manufacturing, multi-functional intelligent warehousing, industry exhibitions, live broadcast quick response, and new retail e-commerce. With the efficient landing of many investment projects in China, more and more comfort technology products that meet the needs of Chinese consumers continue to emerge, brand omni-channel retail upgrading and digital construction have also entered a new stage, the national supply chain capability and operational efficiency will be significantly improved, and the logistics guarantee level and experience level of partners and consumers have also opened a new round of iteration.
Skechers Asia Pacific Product Development Center
Skechers China Logistics Center
Skechers China Live Broadcast Room
At this conference, Skechers used practical actions to show the participants the brand's strength and sincerity in cultivating the Chinese market. During the visit to Skechers Asia-Pacific Product R&D Center and the Chen Shouren Family Exhibition Hall, the founder of Luen Thai Group, a deep cultivation of the Chinese market was clearly presented in front of the outlet guests. Relying on Skechers' brand operation concept of "in China, for China", it has laid a solid foundation for the in-depth expansion layout with partners. Skechers firmly believes that outlet is not only an excellent channel to provide consumers with cost-effective products and high-quality consumer experience, immersive scene experience, but also a golden window to present high-quality brands to customers. Skechers hopes to continue to deepen its cooperation with outlets to provide better products and shopping experiences.
Exhibition hall visit
Big coffee talked about the way to change the consumer market, and the outlet window has great prospects
Another highlight of the conference was "Skechers Meets at Business Forum for Sustainable Growth", where Skechers China, Korea and Southeast Asia CEO Weili Chen, Focus Media Founder and Chairman Jiang Nanchun, and Richu Capital Founder and Managing Partner Chen Feng discussed the changes in the consumer market this year.
The guests believed that it is no accident that the retail model represented by outlets has ushered in a highlight and outbreak moment this year, and the window of opportunity in the consumer market brought by "good brand + good price + good experience" is broad, and Skechers has achieved fruitful results by constantly innovating from a long-term perspective and working with outlets to accurately adapt to the cultural genes of the new generation of consumer groups. The unique channel value of the outlet retail side and the product value of Skechers on the brand side are resonating strongly, and there is room for further in-depth cooperation in the future.
Skechers X Fortune Forum
Weilai, go together! Love never stops
Shouldering corporate social responsibility and practicing the covenant of public welfare and love is also Skechers' consistent original intention for many years. The Skechers 2023 Outlet Brand Strategy Conference is not only a future-oriented win-win cooperation event, but also a warm public welfare journey. Representative Skechers joined hands with outlet partners to participate in the "Friendship Walk for Love, Love in China" public welfare walk, and donated Skechers products worth 360,000 yuan to front-line volunteers and volunteer police assistants of Fenggang Town Government of Dongguan City, so that love can warm more people in the transmission.
"Friendship Walk for Love · Love in China" public welfare walk
In the future, Skechers will increase its efforts to explore the Chinese market, work with outlet channels to create an ecological innovation, accelerate the pace of offline store layout, and write a future chapter with brand strategic partners such as outlets.
EDITED BY KIRIN