Unauthorized non
1.6 billion in global annual sales of all footwear brands get on the international level the sixth position of the "SKECH-ERS" brand, the club recently and Light Co., Ltd. Quanzhou Luen Thai Enterprises Co., the parent company of Thai Union China signed a cooperation agreement, both sides will split on the establishment of SKECHERS 50% stake in the company's China headquarters to develop the domestic market. Morning Post exclusive that the new company set up, SKECHERS China may set up branches in Quanzhou.
Groundbreaking collaboration unauthorized non-agency Current selection of international brands to enter China's market partners, to adopt the way of popular brand agency, brand or authorized sales of limited duration, joint cooperation in investment are still rare.
Recently returned home to participate in the meeting in Quanzhou the president of Luen Thai Enterprises Co., Ltd. Chen Weili, is also chief executive officer of SKECHERS in China, he told reporters, "SKECH-ERS" brand in the country the next three years, the plan is to create 1,200 sales network scale. "In addition to Beijing, Shanghai, Guangzhou, Shenzhen, four cities, we will use the Direct form, the domestic terminal in most other markets channel capital investment will be open for the national agency." He said, "In the market, SKECHERS U.S. headquarters there are many ready-made things, provides us with a convenient, such as terminal space design, product design, etc., we only need to do some of the specific circumstances of the domestic local amendments, which allow us to focus on the construction of the market. So, 3 years to develop 1200 sales outlets was a conservative estimate. "
Chen Weili also said: "The future SKECHERS in Beijing, Shanghai, Guangzhou and Shenzhen have office and showroom, in addition, The company is also considering a branch in Quanzhou. This is both home complex factors, Quanzhou is also out of consideration Shoes Industrial Cluster. Quanzhou producing a collection of many excellent domestic and international sports brand marketing talent agent resources in developing areas, where people have rich resources and experience. "
SKECHERS is Southern California's slang, meaning "impatient young men", it represents the pursuit of fashion, individuation of the young population, just 15 years, it became the United States 12-25 years younger hearts The first major sports and leisure brands, representing a fashion attitude towards life and operations in more than 100 countries and regions. According to reports, the 2008 "SKECH-ERS" brand into the Chinese market products, including shoes, clothing and other types of recreational sports equipment, fashion market positioning mainly leisure, sports and leisure, CALLGEAR and 4 family children's products, product design and development will be SKECHERS USA offers a full range of support. Alleged that the company designed in the U.S. market have more than 10,000 kinds of shoes, to provide samples of their shelves with more than 4,000 pairs of shoes. China alone each year, Guangdong and Fujian provinces shoe deal reached 60,000,000 pairs.
Industry background join foreign brand repeated spring enterprises
Recent years, international brands into the hand of Quanzhou shoe seen on the domestic market situation, cooperation in general to take the brand agency, brand period of authorized sales system. Among them, the last of the three fates got tied to the international brand shoes Quanzhou "Disney", "England" and "HI-TEC", the relevant mode of operation reflects the operation of local enterprises in a variety of purposes.
Xtep (China) Co., Ltd. and Disney's Disney's sports co-operation early last year. Ye Qi, vice president of special step that the cooperation with the Walt Disney Company, for the special step of boosting the role of international brand is obvious. In their view, the Disney company has extensive international business experience, such cooperation is particularly a rare opportunity to learn step.
In three Group President Chen Shu Shu ring appears, with internationally renowned brands to save chunks of promotional expenses. In his view, the operation of international brands, although expensive upfront license fee, but create their own high-end brands need to invest compared to the huge promotional costs, it is quite cost-effective. Modern management of the company's international brands, "Playboy," "Crocodile", "Italian Kangaroo" and the English Football Association's "England" brand. However, Chen Shu Wan also emphasized the cooperation with international brands will promote their businesses in team building, brand, and terminal management capabilities of the new upgrade.
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