Skechers’ 2023 brand strategy conference fuels Chinese outlet expansion

American athletic footwear and apparel manufacturer Skechers has revealed plans to intensify its outlet sales strategy, seizing upon emerging trends and opportunities within the Chinese market. At a brand strategy conference held in Dongguan, Willie Tan, CEO of Skechers China, South Korea, and Southeast Asia, outlined the company’s commitment to deepening collaboration with outlet partners, offering a wider array of high-quality products and delivering more innovative consumption experiences to Chinese consumers.

Tan’s remarks come as Skechers continues to expand its foothold in China. In August 2022, the company inaugurated a state-of-the-art logistics centre in Taicang, Jiangsu Province, valued at 1.35 billion RMB (195.4 million USD). With ambitious growth targets in mind, Tan stated in a September 2022 interview with China Daily that Skechers aims to increase its store count from approximately 3,000 in 2022 to up to 6,000 by 2026 across China.

Chinese consumers’ evolving preferences for footwear and apparel have spurred the need for adaptability and diversity in product design, according to Tan. “There is no one-size-fits-all solution for designing products in China,” he emphasised, highlighting the importance of catering to the dynamic and varied demands of the market.

Since its establishment in 2007 as a joint venture between Skechers and Luen Thai Group, Skechers China has played a pivotal role in the brand’s global business expansion. Over the past 16 years, the company has made significant infrastructure investments in China, including the establishment of cutting-edge product research and development centres, logistics facilities, and digital studios. These investments have not only laid a solid foundation but have also propelled the company’s growth and success in the global market.

In addition to its extensive brick-and-mortar presence with 3,000 stores, Skechers has also made strides in expanding its online sales operations across various e-commerce platforms. This strategic move aims to cater to the burgeoning demand of Chinese consumers in the digital realm, ensuring that Skechers remains at the forefront of the industry’s digital transformation.

Overall, as Skechers solidifies its commitment to outlet sales and reinforces its position in the Chinese market, the company is positioning itself to leverage emerging opportunities and tap into the ever-changing preferences of Chinese consumers.


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