Crocs Is Crushing It in China. Here’s Why | WSJ

Market Trends & Competition - Nike's quarterly sales in China decreased by 17% year-over-year, indicating challenges for some American brands [1] - Anti-American sentiment and tough local competition are impacting American brands in China [1] Company Performance (Crocs) - Crocs' revenue in China increased by over 30% in the most recent quarter, contrasting with a 6.5% decline in North America revenue [1] - Crocs is successfully targeting China's Gen Z consumer segment [2] Marketing & Localization Strategies - Crocs adapted its global slogan "Come As You Are" to "Just match my vibes" and "born to be free" to resonate with young Chinese consumers [2][3] - Crocs utilizes Jibbitz to enable young consumers to personalize their shoes and express their identity [4][5] - Crocs avoids overt American symbols in its stores and uses local celebrity endorsers like Bai Lu [6] - Crocs collaborates with Chinese designers like Feng Chen Wang and streetwear brands like Melting Sadness to cater to local tastes [8] - Crocs is following the example of brands like McDonald's and KFC by embracing local tastes and understanding Chinese consumer preferences [9] Expansion & Future Outlook - Yum China, which owns KFC, plans to operate 20,000 food and beverage outlets by the end of next year, highlighting the growth potential in the Chinese market [10] - Brands need to understand and adapt to the fast-paced Chinese market to succeed [11]