原标题：《上海首个银发商店开业即销售火爆，谁在抢占银发垂类赛道？》 近日，一位93岁老人带着剪报、详细标注路线的地图，从郊区换乘两趟地铁来到普陀区大渡河路普熙金融广场，只为一探究竟 ——这里新开的"上海银发商店"正成为老年人口耳相传的"网红打卡地"。 2025年12月23日，上海首家银发商店正式开业，定位为"上海老博会创新产品体验馆"。不仅系统呈现智能辅具、适老化家居、 健康膳食、功能服饰、银发文娱等创新成果，更期望解决科技产品与银发群体之间的"最后一米"体验鸿沟，让创新服务于生 活。 开业仅两周，截至1月6日，上海银发商店已交出一份亮眼成绩单——产品销售额突破30万元，适老化改造等服务意向订单金额 更超过55万元。 可折叠收纳的拐杖。周楠 摄 在上海银发商店总经理马智雯看来："很多老人不愿走进传统的老年用品店，因为他们觉得走进来就意味着自己'老弱病残'了。" 新一代老年人跨越数字鸿沟后，信息获取能力增强，消费观念也在改变。他们不再满足于基本功能，开始追求品质、美观和体 验。 店内热销单品中，健步鞋与多功能小推车稳居前列。"这鞋轻便又防滑，走路稳当，颜色也洋气！"72岁的刘美娟试穿后，当场 下单一双健步鞋。她 ...

智通财经记者 | 秦李欣 创下全球鞋类行业最大并购案纪录的交易，在两个月后引发资本争议。 11月20日，以AQR资本管理公司为首的对冲基金向美国特拉华州法院提起诉讼，要求重新评估全球第三大制鞋公司斯凯奇的公允价值。 图：界面图库 今年9月，3G资本完成对斯凯奇的收购。图：斯凯奇官网 此前，当地时间9月12日，斯凯奇官网发布声明称，巴西私募巨头3G资本已完成对斯凯奇的收购。该笔交易已于5月5日宣布。交易完成后，斯凯奇从纽约 证券交易所退市。公司继续由其高管团队领导，包括首席执行官Robert Greenberg和总裁Michael Greenberg。 郑丽斯仍对中国市场拥有长期的增长信心。她表示，随着消费者变得越来越成熟，斯凯奇将在细分赛道结合品牌特色与自身优势，打造更多针对中国消费 者需求的产品。除了顺应银发经济，强化"舒适"战略，打造足弓支持闪穿、宽脚防滑的健步鞋外，斯凯奇还将丰富产品线，覆盖篮球、匹克球、足球、跑 步等多运动场景。 据悉，该笔交易由3G资本以每股63美元、总估值约94亿美元的报价完成收购。3G资本和斯凯奇表示，此收购价格较该公司15天成交量加权平均股价溢价 30%。 然而，对冲基金和其他 ...

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]

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].

3G资本拟94亿美元（约合人民币683亿元）收购鞋业大厂斯凯奇。 这笔交易预计在今年第三季度完成。收购完成后，斯凯奇将退市。 消息传出后，周一斯凯奇股价大涨了25%。 -01 - 斯凯奇，不用过多介绍，相信很多朋友都穿过它家的健步鞋：很丑、但舒服得让人欲罢不能。 斯凯奇的成功，在于差异化的市场定位策略，避开了耐克和阿迪达斯主打的专业运动领域，专注于日常休闲，以"轻便、好走路、长时间穿脚不累"为卖 点，收获了一大批粉丝。在美国市场，斯凯奇已成为仅次于耐克的第二大休闲鞋品牌。 除了舒适，斯凯奇最大的优势是性价比。斯凯奇的产品定价通常低于耐克和阿迪达斯，主要集中在300至600元人民币之间。在中国，这个价格不仅低于耐 克、阿迪达斯，甚至低于安踏、李宁。 "舒适+性价比"让斯凯奇在市场杀出一条自己的路。 在2020-2024年间，斯凯奇全球销售额从约46亿美元增长至约90亿美元，短短四年内差不多翻了一倍。其中在2024年的销售额同比增长12.1%，增速超过耐 克和阿迪达斯。 斯凯奇2025年一季度实现销售额24.1亿美元，较2024年同期增长7.1%，实现利润2.024亿美元，略低于去年同期的2.066亿美元。 自从 ...