韩剧女主穿火的鞋，这回真成美国足力健了

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].