Core Insights - Skechers, once popular among young consumers, has seen a decline in its appeal, shifting from a trendy brand to one associated with older demographics [1][3] - The brand's struggle to connect with younger consumers is evident as it attempts to balance its image between appealing to youth and catering to the aging population [9][10] Brand Strategy - Skechers appointed Cheng Yi as its brand ambassador in 2024, aiming to attract younger consumers, particularly women aged 25-45, aligning with the brand's image of comfort and health [4][6] - Despite the efforts to rejuvenate its image, Skechers has faced criticism for its lack of innovative products and has struggled to compete with emerging local brands in China [14][15] Financial Performance - Skechers has been privatized by 3G Capital, ceasing its trading on the NYSE, with a reported revenue of $8.97 billion in 2024 and a 7.1% year-on-year growth in Q1 2025 [11][14] - The company has experienced a decline in its Chinese market contribution, dropping from 15.4% in 2023 to 13.6% in 2024, with a significant revenue drop of approximately 15.9% year-on-year in Q1 2025 [14] Market Challenges - The introduction of tariffs on imports from China has increased costs for Skechers, impacting its competitive pricing in the North American market [13] - The brand's low investment in research and development, only 1.2% of revenue, has hindered its ability to innovate compared to competitors like Nike and Anta [14][15] Consumer Trends - The current economic climate has led to a shift towards value-driven purchasing, with consumers prioritizing comfort and affordability over brand prestige [16][19] - Skechers has the potential to leverage its "comfort technology" to appeal to cost-conscious consumers, similar to the strategies employed by Uniqlo during economic downturns [18][19]

Core Viewpoint - The article discusses the transformation in e-commerce driven by AI, emphasizing that brands must leverage AI for strategic decision-making to achieve growth and adapt to changing consumer behaviors [1][10]. Group 1: AI's Impact on E-commerce - AI is reshaping the competition logic in e-commerce, moving from budget-based strategies to intelligent decision-making processes [2][6]. - The shift from "experience + tools" to "AI + decision-making" signifies a fundamental change in how brands operate and strategize [4][6]. - AI enables brands to predict market trends and optimize marketing strategies, enhancing operational efficiency and decision-making accuracy [6][10]. Group 2: Case Studies of Successful Brands - Skechers utilized AI to identify a significant demand for "slip-on" shoes among young consumers, allowing them to adjust their marketing strategies and product offerings swiftly [12][14]. - Fenjiu, a traditional liquor brand, successfully engaged younger consumers by creating a new drinking culture and leveraging AI to optimize their marketing strategies, resulting in a 200% increase in GMV [16][18]. - Cotton Era enhanced its brand recognition and consumer engagement through AI-driven strategies, achieving significant growth in new customer conversion rates [20][21]. Group 3: Future Directions and Strategies - The article highlights that AI will continue to play a crucial role in helping brands achieve predictable and efficient growth, with a focus on creating a healthy operating environment for merchants [29][30]. - The integration of AI into brand strategies is seen as essential for navigating the complexities of consumer engagement and market dynamics [30][31].

Core Viewpoint - The article discusses how Skechers successfully leveraged AI tools from Alibaba Mama to identify and expand its consumer base for the "Flash Shoes," demonstrating the importance of understanding diverse consumer needs in a rapidly changing market [1][9]. Group 1: AI and Consumer Insights - AI is becoming a crucial tool for brands to predict trends and enhance operational efficiency, allowing them to capture emerging consumer demands effectively [2][3]. - The integration of AI in business operations enables brands to transition from traditional marketing methods to data-driven strategies, enhancing their ability to identify and act on consumer trends [12][20]. Group 2: Changing Consumer Behavior - The emergence of a "new value consumption era" is characterized by consumers increasingly seeking comfort and relaxation, with younger demographics showing a growing interest in these attributes [1][5]. - The 00s generation is redefining consumption patterns, actively engaging with AI technologies to enhance their shopping experiences and making informed decisions based on personalized recommendations [7][18]. Group 3: Case Studies and Success Stories - Skechers' "Flash Shoes" have seen significant success in markets like Europe and Japan, and the brand's collaboration with Alibaba Mama has allowed it to tap into younger consumers who value comfort and versatility [8][9]. - The health brand Zhenyan successfully transitioned from niche products to broader markets by utilizing AI to understand consumer preferences and identify new growth opportunities [12][13]. Group 4: Future Trends and Strategies - Brands must adapt to the fast-paced changes in consumer behavior and preferences, utilizing AI to stay ahead of trends and effectively engage with their target audiences [10][20]. - The article emphasizes the importance of building strong brands that can quickly respond to market changes, with AI serving as a critical component in achieving sustainable growth [19][23].