韩剧女主穿火的鞋，这回真成美国足力健了

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targeting older consumers but potentially alienating younger audiences [20][22] - Skechers has been criticized for its outdated designs, which do not resonate with the aesthetic preferences of younger consumers [15][24] Future Outlook - The company is at a crossroads, needing to decide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]