Core Insights - Skechers is refocusing its strategy in China, emphasizing investments in first- and second-tier cities while maintaining a cautious approach in lower-tier markets [1][4] - The company aims to increase its store count in China to 6,500 by 2026, targeting a revenue goal of 30 billion yuan [3] - Skechers reported a record revenue of $8.969 billion in 2024, with a year-on-year growth of 12.11%, making it the fourth-largest sports brand globally [3] Channel Strategy - Since entering the Chinese market in 2007, Skechers has opened nearly 3,500 offline stores and established an online and new retail network [2] - The company plans to open flagship stores in key business districts of first- and second-tier cities in the second half of this year [4] - Skechers is optimizing its channel strategy by focusing on product diversification and not overly relying on a single product [3][5] Product Development - Skechers is differentiating itself through its "comfort technology," which includes various product lines aimed at different consumer segments [5][6] - The company showcased several new products for 2025, including the GO WALK 8 shoes designed to appeal to middle-aged and elderly consumers [5] - The brand is exploring product diversification based on comfort technology, aligning with the growing trend of light sports concepts [6][7] Consumer Focus - Skechers is targeting a family-oriented consumer profile, aiming to attract mothers, children, and elderly family members for sustainable growth [5] - The company is adapting its product design to meet the needs of a broader age range, emphasizing functionality and versatility for daily commuting [7]

近年来，随着全民健身热潮的兴起和健康生活方式的普及，瑜伽、慢跑、骑行、飞盘等轻运动，因 具有"低门槛、高舒适度、强社交属性"等特征，逐渐成为都市人群的新宠。随之而来的是相关产业的爆 发式增长，比如轻运动服饰市场。轻运动不仅重塑了运动服饰的功能性需求，更推动了羽绒服与运动内 衣两大品类的创新迭代，形成"科技赋能场景、舒适引领潮流"的消费新逻辑。 轻运动服饰市场需求随运动频次增加而激增，消费者既追求抗震性，又注重舒适与美观，推动行业 向"场景融合"升级。轻运动羽绒服领域，超轻量化与高功能性成为核心突破点。例如，采用90%鹅绒填 充的革新设计，通过专利防钻绒技术实现运动无束缚感，同时以短款修身剪裁和多场景适配性(如通勤 与户外切换)打破传统羽绒服的臃肿标签。轻运动内衣的进化更显多元化，一方面，专业支撑技术(如四 级减震系统、动态承托设计)成为女性运动健康的核心保障，通过减少胸部震动幅度降低运动损伤风 险；另一方面，无缝一体织工艺与速干透气面料(如锦纶+氨纶混纺)推动内衣向"无感穿戴"升级，甚至 成为街头穿搭的时尚单品。 基于艾媒自主研发并获得省部级重大科技专项立项的CMDAS大数据系统监测及严格的调查，以及 对中国 ...