中产新晋“丑鞋王”，杀疯了

Core Insights - The sales of creek shoes have seen significant growth, with a 53.4% year-on-year increase in sales on major e-commerce platforms, reaching 330 million yuan in the first half of this year [1][3] - The average price of creek shoes has risen from 209.4 yuan to 267.7 yuan over the past three years, indicating a trend towards higher-priced products in this category [3][10] - The popularity of creek shoes is attributed to the increasing interest in outdoor activities, particularly during the summer months, making them a "must-have" item for consumers [11][26] Sales Performance - Creek shoes have experienced over 50% year-on-year sales growth for two consecutive years, with sales reaching 330 million yuan in the first half of this year [1][3] - KEEN leads the market share in the creek shoe category, while Linghang Camel has the highest sales volume [6][7] - The creek shoe market can be segmented into three price categories: budget brands (100-350 yuan), mid-range brands (351-700 yuan), and high-end brands (701-1050 yuan) [7][10] Consumer Trends - The demographic for creek shoes is predominantly male, with over 70% of consumers being men aged 31-50 [10] - Social media platforms have significantly increased the visibility and discussion around creek shoes, with a notable rise in online mentions and engagement [3][11] - Consumers are increasingly viewing creek shoes as practical and cost-effective options for outdoor activities, often comparing them favorably against traditional sandals and water shoes [15][16] Brand Positioning - Brands like KEEN and Salomon are positioning their creek shoes as stylish and functional, appealing to a broader audience beyond just outdoor enthusiasts [21][22] - The trend of professional outdoor gear becoming fashionable and accessible is evident, with brands leveraging social media and diverse sales channels to reach consumers [21][23] - The success of creek shoes reflects a shift in consumer preferences towards products that combine functionality, aesthetics, and versatility for various everyday scenarios [25][26]