聚焦进博｜在“情绪消费”浪潮中，与中国共振

Core Insights - Crocs is transforming from a comfort-focused footwear brand to an "emotional symbol" for young consumers in China, emphasizing self-expression and community connection [4][6] - The brand's participation in the China International Import Expo (CIIE) highlights its commitment to the Chinese market and its confidence in the country's economic vitality [3][6] - Crocs has seen significant growth in China, with a projected 60% increase in business for 2024 and a 30% growth rate in the first three quarters of 2025 [6][7] Brand Strategy - Crocs has established a strong emotional connection with consumers, focusing on community engagement and creativity, as evidenced by the popularity of its "洞门" (Croc's holes) community on social media, which has over 990 million mentions [4][6] - The brand's collaborations with local Chinese brands like Pop Mart and SMFK are not just design partnerships but also cultural resonances aimed at connecting with consumers [6][7] - Crocs is expanding its local team in China, with over 1,000 employees, and is enhancing its distribution channels, targeting over 450 points of sale by the end of 2024 [7] Market Engagement - The brand is leveraging digital strategies, including live-streaming sales and online limited releases, to deepen its relationship with consumers [7] - Crocs views Chinese consumers as a source of inspiration, not just customers, and is committed to listening to their feedback to drive innovation [7] - The company's ongoing investment in China reflects its belief in the market's potential and the importance of cultural and emotional integration [3][7]