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]