遇到"小学生不能穿碳板鞋""不要给孩子买碳板鞋"等标题的短视频，林杨会马上划走；看到博主测评新 款碳板鞋的视频，他却会反复观看。 林杨是广州一名四年级的小学生。他在自己拍摄的李宁飞电4C、赤兔7pro测评视频中多次提到，碳板鞋 穿久了会脚疼、膝盖疼，还容易崴脚，但这并不妨碍他对碳板鞋的热爱。视频中，他更多会谈论一双鞋 的䨻、EVA、追速曲线等科技。 林杨的母亲说，小孩哥会自动屏蔽负面信息。但就在今年3月，在连续穿了2个月碳板跑鞋后，腿疼的林 杨进行了为期一个月的康复治疗。 在运动鞋领域，碳板主要被用于高端竞速跑鞋中，与高回弹超临界发泡中底一起，为运动员提供额外的 反弹力和加速能力，提升跑步效率。运动科学领域顶级期刊《Sports Medicine》上的一篇论文指出，碳 板鞋能够让配速较快（13—18km/h）的跑者节省2.7％—4.2％的能量。 深圳一家碳纤维材料公司的销售人员告诉记者，跑鞋中的碳板一般是热固型碳板，由多层碳纤维丝布经 高温高压炼制而成，其价格根据碳板的长宽高、形状、材质来定价。 林杨不是个例。中国医学科学院整形外科医院副主任医师吴刚接触过众多穿碳板鞋受伤的青少年案例。 他与相关协会及运动品牌 ...

Core Insights - Skechers co-founder and president Michael Greenberg has been inducted into the Footwear News 2025 Hall of Fame, recognizing his significant impact on the footwear industry and the company's growth to become the world's third-largest footwear company with nearly $10 billion in annual revenues [1][2]. Company Achievements - Skechers operates approximately 5,300 retail stores globally, contributing to its position as a leading footwear brand [1][8]. - The company achieved $1 billion in annual sales in 2005, which has grown to an expected $9 billion by the end of 2024 [2]. - Skechers has been recognized as Company of the Year by Footwear News three times, in 1998, 2014, and 2022 [7]. Philanthropic Efforts - Greenberg has established the Skechers Foundation, which has provided aid to families affected by disasters and donated new shoes to 16 million children in need globally [4]. - The Skechers Pier to Pier Friendship Walk, founded by Greenberg, has raised over $31 million since 2009 to support children with special needs and education [5]. Retail Innovations - Greenberg has spearheaded the launch of Skechers' World of Sports stores, which feature advanced performance collections and immersive shopping experiences [3]. - The company has expanded its retail presence across six continents, showcasing its products in global galleries [3]. Recognition and Awards - Greenberg has previously received Footwear News' Person of the Year award in 2000 and 2023, while his father received the Lifetime Achievement Award in 2015 [7]. - Skechers has also won the Icon for Social Impact Award in 2024 [7].

Core Insights - Skechers is shifting its focus towards the elderly market, aiming to attract "parent fans" as it faces challenges in growth and customer acquisition [3][5][15] - The company's sales in the Asia-Pacific region have shown a positive growth of 15.8% year-on-year, while the Chinese market has seen a decline of 12.1% in the first half of 2025 [3][12] - Skechers has appointed actor Tony Leung as its brand ambassador in the Asia-Pacific region, but the marketing strategy has received mixed reactions from younger consumers [3][5] Sales Performance - In the first half of 2025, Skechers generated $4.85 billion in global sales, marking a 10% year-on-year increase [3] - The Chinese market, however, has been a drag on overall performance, with sales declining by 11.5% in Q4 2024 and 12.1% in the first half of 2025 [3][12] Market Positioning - Skechers has historically positioned itself as a "comfortable alternative" in the footwear market, differentiating itself from major brands like Nike and Adidas [7][12] - The brand has seen significant growth in China, with sales increasing from 74 million yuan in 2008 to 10.43 billion yuan in 2017, averaging a 73% annual growth rate [12] Target Demographics - The core customer group for Skechers in China is individuals around 45 years old, indicating a shift towards appealing to middle-aged and elderly consumers [15][20] - The brand's marketing strategy has included targeting family-oriented consumption, with products designed for all age groups [20][22] Competitive Landscape - Skechers faces increasing competition from local brands like Anta and Li Ning, which have gained popularity among younger consumers [12][27] - The brand's traditional appeal to comfort is being challenged by competitors offering more stylish and technologically advanced options [27][31] Marketing Strategy - The recent marketing campaign featuring Tony Leung emphasizes comfort and ease of use, targeting older consumers but potentially alienating younger audiences [20][22] - Skechers has been criticized for its outdated designs, which do not resonate with the aesthetic preferences of younger consumers [15][24] Future Outlook - The company is at a crossroads, needing to decide whether to adapt to younger consumers' preferences or continue focusing on its established comfort-oriented strategy [15][27] - Skechers' recent privatization and acquisition by 3G Capital may lead to strategic shifts in its operations and marketing approach [15][27]

Core Viewpoint - Skechers is shifting its focus from targeting younger consumers to appealing to the middle-aged and elderly demographic, as evidenced by its recent marketing strategies and brand endorsements [4][22][30]. Group 1: Company Performance - In the first half of 2025, Skechers achieved global sales of $4.85 billion, a year-on-year increase of 10%, with the Asia-Pacific market growing by 15.8%. However, the Chinese market saw a decline, with sales dropping by 12.1% [6][22]. - Skechers' sales in China rose from 74 million yuan in 2008 to 10.43 billion yuan in 2017, averaging a remarkable annual growth rate of 73% over ten years [17]. Group 2: Market Positioning - Skechers has historically positioned itself as a "comfortable alternative" in the footwear market, focusing on practicality rather than competing directly with high-end brands like Nike and Adidas [12][34]. - The brand has been criticized for its aesthetic appeal, with many consumers perceiving its designs as unattractive compared to competitors [20][32]. Group 3: Target Demographic Shift - Skechers is increasingly targeting middle-aged consumers, with 60.17% of respondents aged 36 to 45 expressing a desire for easy-to-wear shoes [24][26]. - The brand's recent marketing campaigns, including the endorsement of actor Tony Leung, are aimed at appealing to older consumers, which has led to a perception of Skechers as "American elder shoes" [8][22]. Group 4: Competitive Landscape - The rise of domestic brands like Anta and Li Ning has intensified competition, challenging Skechers' market share and forcing it to reconsider its strategies [18][38]. - Skechers faces challenges in maintaining its market position as competitors invest heavily in research and marketing, with leading brands allocating 3% to 4% of their annual revenue to R&D [36].

Core Viewpoint - Investment firms are suing for a better acquisition price than the $63 per share offered by 3G Capital in a $9.4 billion deal for Skechers [1] Group 1: Acquisition Details - 3G Capital is acquiring Skechers for a total of $9.4 billion [1] - The offered price of $63 per share is being contested by investment firms holding millions of shares [1] Group 2: Legal Action - Investment firms are seeking a better deal through legal action against the acquisition terms [1]

Core Insights - Skechers has signed Isaiah Hartenstein, center for the Oklahoma City Thunder and winner of the 2025 NBA Finals, to its roster, showcasing the brand's commitment to attracting top talent in basketball [2][3] - Hartenstein will wear the SKX NEXUS™ basketball shoes, which are designed for speed, stability, and support, and will participate in upcoming marketing campaigns for Skechers [2][3] - The partnership highlights Skechers' strategy to align with elite athletes to enhance brand visibility and credibility in the competitive sports footwear market [3][4] Company Overview - Skechers, based in Southern California, designs and markets a diverse range of lifestyle and performance footwear, apparel, and accessories for all demographics, available in 180 countries [6] - The company operates approximately 5,300 retail stores and has a robust international business model through subsidiaries and joint ventures [6] Athlete Roster - Hartenstein joins an elite roster of Skechers Basketball athletes, including NBA stars like Joel Embiid and Julius Randle, as well as WNBA players [4] - This strategic athlete partnership aims to enhance the brand's image and reach within the sports community [4] Product Availability - Skechers Basketball footwear is available through various channels, including the brand's websites, select stores, and specialty retailers globally [5]

Core Insights - The 8th China International Import Expo (CIIE) opened on November 5, showcasing Skechers for the seventh consecutive year, highlighting its innovative comfort technology products across various age groups and categories [1][4]. Product Matrix and Innovation - Skechers presented a comprehensive "comfort ecosystem" at the expo, featuring products like the Go Walk series, Go Run series, GO Trail series, and SKECH-HEAT technology, demonstrating the brand's commitment to meeting diverse consumer needs [4]. - The brand launched several new products at the event, emphasizing its technological capabilities and market commitment, particularly in the professional sports sector [4]. Sustainability and Social Responsibility - Skechers introduced a "trade-in" program for children's products, promoting sustainability and encouraging environmental awareness among children [4]. - The expo featured an interactive booth that combined consumer engagement with social initiatives, including a "shoe rental" service and a charity walk program, showcasing the company's commitment to community involvement [5]. Market Strategy - The CEO of Skechers China expressed the company's determination to deepen its investment in the Chinese market, focusing on localized strategies and innovative comfort technology to meet consumer demands for a better quality of life [5].

Core Insights - The eighth China International Import Expo (CIIE) opened on November 5, showcasing Skechers' commitment to the Chinese market for the seventh consecutive year, highlighting the brand's product strength and innovative vitality [1] - Skechers presented a comprehensive range of comfort technology products, reinforcing its positioning as a "Comfort Walking Expert" and demonstrating its dedication to sustainable practices and community engagement [1][3] Product Showcase - Skechers unveiled a series of new products at the expo, including the SKX AERO RAZOR and SKX AERO BURST running shoes, SKX_2 ELITE FG soccer shoes, and COZY FIT cloud shoes, catering to various sports and daily life needs [2] - The new COZY FIT shoes feature Slip-ins technology, ensuring comfort and support for daily activities such as commuting and travel [2] Children's Initiative - The Skechers KIDS series emphasizes the brand's vision of being the "most understanding of children and the first choice for parents," integrating sustainability into consumer habits through a "trade-in" program [3] - The immersive exhibition space included interactive experiences and a public welfare area showcasing the "trade-in" project and the "Skechers FRIENDSHIP WALK" initiative [3] Market Commitment - Skechers' CEO for China, Korea, and Southeast Asia expressed the company's determination to deepen its investment in the Chinese market, focusing on localized strategies and innovative comfort technology products to meet consumer demands [3]

Core Insights - Skechers, once popular among young consumers, has seen a decline in its appeal, shifting from a trendy brand to one associated with older demographics [1][3] - The brand's struggle to connect with younger consumers is evident as it attempts to balance its image between appealing to youth and catering to the aging population [9][10] Brand Strategy - Skechers appointed Cheng Yi as its brand ambassador in 2024, aiming to attract younger consumers, particularly women aged 25-45, aligning with the brand's image of comfort and health [4][6] - Despite the efforts to rejuvenate its image, Skechers has faced criticism for its lack of innovative products and has struggled to compete with emerging local brands in China [14][15] Financial Performance - Skechers has been privatized by 3G Capital, ceasing its trading on the NYSE, with a reported revenue of $8.97 billion in 2024 and a 7.1% year-on-year growth in Q1 2025 [11][14] - The company has experienced a decline in its Chinese market contribution, dropping from 15.4% in 2023 to 13.6% in 2024, with a significant revenue drop of approximately 15.9% year-on-year in Q1 2025 [14] Market Challenges - The introduction of tariffs on imports from China has increased costs for Skechers, impacting its competitive pricing in the North American market [13] - The brand's low investment in research and development, only 1.2% of revenue, has hindered its ability to innovate compared to competitors like Nike and Anta [14][15] Consumer Trends - The current economic climate has led to a shift towards value-driven purchasing, with consumers prioritizing comfort and affordability over brand prestige [16][19] - Skechers has the potential to leverage its "comfort technology" to appeal to cost-conscious consumers, similar to the strategies employed by Uniqlo during economic downturns [18][19]

Core Insights - Skechers is committed to increasing investment in the Chinese market, recognizing its development potential [1] - The China International Import Expo (CIIE) serves as a significant platform for international procurement, investment promotion, and cultural exchange, enhancing brand visibility and creating collaboration opportunities [1] - The demand from Chinese consumers for high-quality and personalized products is driving global industry resources to converge in China, positioning it as a testing ground for innovative products and technologies [1] Company Strategy - Skechers plans to deepen its localization efforts in China, focusing on product research and development, direct-to-consumer (DTC) business, digital upgrades, e-commerce channel development, and market expansion [1] - The company has participated in the CIIE for seven consecutive years, indicating its long-term commitment to the Chinese market [1] Market Trends - The continuous improvement of the CIIE's exhibition standards and services has facilitated smoother processes for exhibitors and buyers, reflecting a growing enthusiasm among participants [1] - The open nature of the Chinese market provides foreign companies with opportunities to connect deeply with local supply chains, partners, and consumers [1]