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      斯凯奇中国十年的加减法 在三四线城市找新突破点

      2019/4/30 17:14:28      点击:

      YKK拉链www.www.suryaabaditek.com上海淮海路是现代时尚品牌的聚集地,是上海乃至全国具有代表性的商业街。2008年,“美国运动休闲品牌”斯凯奇(skechers)在这里开设了当时中国最大的旗舰店。虽然面积只有近300平方米,但它却向消费者充分展示了自己的品牌形象。

          十年后,skech China2000多平方米的超大型卖场重新向消费者介绍自己,其规模是原来的10倍。然而,它不再立足于一线城市的核心商业领域,而是专注于三四线城市的小城镇青年。

          426日,斯凯奇在中国东部浙江省金华万达广场开设了第一家“超级商场”。这是继青岛两家和沈阳一家之后,中国第四家这样的商店。

          “斯凯奇不断在中国站稳脚跟,YKK拉链融入中国。”斯凯奇中国、韩国和东南亚地区首席执行官陈伟力告诉记者,斯凯奇中国2019年的核心业务是市场下滑,超级卖场是重要的落地运营商之一。

          显然,与业务成熟、竞争激烈的一二线城市相比,三、四、五线城市市场的商业差距是品牌的下一波红利,即使是国际品牌也敏锐地意识到这一点。然而,与此同时,在不断下滑的市场中,竞争最终会变得越来越激烈。阿迪达斯(Adidas)、耐克(Nike)和其他老牌竞争对手都聚集在这里,安踏(ANTA)等国内体育品牌很长时间以来都在布局自己的位置。它需要市场和时间来检验在中国一二线城市积累的品牌吸引力能否帮助它在三、四线城市找到新的突破。

      斯凯奇中国开启了新的十年

          说到skechers的品牌印象,记者随机采访的90%的消费者都会立刻想到“熊猫鞋”。就像阿迪达斯的贝壳鞋,耐克的阿甘鞋,匡威的帆布鞋…

      正是这款熊猫鞋勾勒出了斯凯奇中国在头十年的发展曲线。

          确切地说,斯凯奇于2007年定居中国。据公开资料显示,200710月,美国的陈伟力和斯凯奇斯公司正式成立了斯凯奇斯中国有限公司。陈伟力负责skechers在中国、韩国和东南亚地区的品牌运营。

          skechers D 'lites2013年上市并首次在韩国市场获得成功时,中国消费者开始关注这款鞋,因其黑色和白色而被称为“熊猫鞋”。

          从那时起,从2013年到2018年的五年时间是斯凯奇中国快速发展的时期。从门店数量来看,2015年斯凯奇在中国拥有1020家门店,而到2017年底,斯凯奇在中国拥有2446家品牌门店。陈此前甚至为斯凯奇中国公司设定了在2018年底前达到3000家的目标。

          “过去10年,我们专注于产品和渠道。每年,我们将开发和设计3000多种男女老少鞋,并在一线和二线城市全面推出。“2019年是新十年的开始,斯凯奇(中国)将开始全新的扩张。陈伟力告诉记者,对于全新的10年战略,核心是业务下沉。

          就像在金华市开业的大卖场一样,位于金华市金东区利裕东路万达广场一楼。对于当地人来说,金华万达广场是这座城市最有前途的开发区之一的地标性建筑。此时,新的斯凯奇门店将辐射到整个新城区,甚至整个金华市的用户。

        从店面面积来看,这家超级大店也具备了这样的服务能力。据了解,斯凯奇金华超级大店占地达2200平方米,提供了近2000SKU的产品。

        看中小镇青年爆发力

        金华店是斯凯奇中国在国内开设的第四家超级大店,该品牌在国内开设的第一家超级大店是2018年底在青岛开设的,YKK拉链而随后在沈阳,斯凯奇中国开出了亚太区最大的店铺。可以看到的是,斯凯奇中国的超级大店无一例外都选择了非一二线城市,而这与该品牌此前的渠道布局策略大相径庭。

        实际上,近年来斯凯奇在中国的门店开设速度已经出现了放缓的趋势。《每日经济新闻》记者整理资料时注意到,2016年至2018年,斯凯奇在中国新开设的门店数量分别为900多家、500多家和400多家,甚至此前的“3000家门店”目标也没有实现。

        对此,陈伟利告诉记者,开店增速放缓是客观事实,但背后的原因却是公司策略的转变。“相较于5年前快速铺设渠道的阶段,你会越发注意到,其实门店开的多不一定是好事情,因为你真正需要的是有效率的门店。”陈伟利称。

        斯凯奇的财报验证了陈伟利所说,尽管开店增速放缓,但斯凯奇今年2月公布的2018年财报显示,2018年斯凯奇的中国市场零售总额为141亿元,同比增长了36%

        相对应的是,在传统门店开设增速放缓的情况下,聚焦三四线城市的超级大店正在遍地开花。

        “金华市拥有500多万人口,万达是我们的合作伙伴也是优质的商业地产,这是我们选择开设超级大店的基础。”陈伟利告诉记者,对于金华、青岛、沈阳等仍处于快速发展中的城市来说,新城区用户会产生对大店的需求,而打造超级大店的目的就是满足消费者一站购齐的需求。

        “其实我们之前也做了很多的调研,包括去观察其他一些品牌,发现大家都在往下沉的方向走。”斯凯奇中国市场及店铺发展部副总裁张睿妍则向记者表示,就金华本地消费者调研情况来看,当地居民的生活幸福指数很高,有强烈消费意愿,且对国际品牌接纳度很高,而超级大店正符合这样的用户诉求。

        此外,陈伟利还表示:“5年前的一二线城市和今天的一二线城市已经有了很大区别,最明显的差别是,一二线城市的商业地产已经很成熟了。你想要在商场中开设一家2000多平方米的店,就算不考虑成本问题,商场也不一定有面积可以给你。相较而言,三四五线市场的商业能力,对当前的斯凯奇(中国)来说,是大于一二线城市的。”

        争抢下沉市场红利

        中国下沉市场的红利有目共睹。根据2014年《国家新型城镇化规划(2014-2020年)》提出的发展目标,预计到2020年我国常住人口城镇化率将达到60%左右。而伴随着城镇化建设的推进,百货商场、购物中心等主要线下服装零售渠道在三线、四线城市的扩张,自然也带动了包括斯凯奇在内的国际品牌在三线、四线城市的快速下沉和发展。

        但正如上述所说,看中国内下沉市场红利的自然不只是斯凯奇。全球体育运动品牌前三甲,斯凯奇、耐克、阿迪达斯三者的排名顺序经常上下变动,而区别于斯凯奇,耐克、阿迪达斯在中国市场的下沉策略似乎更早一些。

        以阿迪达斯为例,在经过2008年北京奥运会后的高库存处理调整期后,阿迪达斯在中国的市场份额已经直逼耐克YKK树脂拉链,而当时阿迪达斯采用的调整方式之一就是大力拓展中小城市。彼时,阿迪达斯集团大中华区董事总经理高嘉礼曾表示,在阿迪达斯未来的增长中,中小城市是主要动力所在。

        从国际市场到国内市场,从一二线城市到三四线城市,尽管变更了多条跑道,但上述三家的竞争从未停止过。谈及同行业竞争,陈伟利却显得很轻松,“这不是一个单纯的竞争关系,换一个角度,有他们在才有我们的空间。”

        在陈伟利看来,相较于耐克、阿迪达斯所走的专业运动路线,斯凯奇主打的运动休闲本身就有着很大的市场空间。仅从价格区隔来看YKK拉链,斯凯奇399-599元的平均定价更加能够获取小镇青年的青睐。同时他表示,不同于专业运动品类,斯凯奇的主张是产品多元化,能够满足不同年龄段的需求,覆盖从儿童、年轻人到中老年整个家庭用户。

        与陈伟利的说法相印证,记者注意到,在此次开设的斯凯奇金华超级大店中,单独设立了儿童品类区。而在此之前,斯凯奇的童店大多是以专柜形式存在。对此,斯凯奇中国相关负责人告诉记者,自今年首家超级大店开业以来,斯凯奇中国就做出了要把童店独立出来的打算,进一步增加店内儿童商品的展示机会。

        “未来10年,我们可以预见到中国市场的健康增长,相信只要抓准机会,1000个亿的销售目标都能实现,而品牌要做的就是在既有的供应链优势基础上,加强全品类建设,丰富潮流系列、运动休闲系列、童店等多元化的产品。”陈伟利如此介绍对未来发展的设想。

        但也不可否认的是,面对广阔的下沉市场,斯凯奇中国带着超级大店以势如破竹的气势快速挺进,而这种市场竞争也终将愈演愈烈。

        就在斯凯奇中国金华超级大店入驻的万达广场,记者走访过程中也注意到,阿迪达斯、阿迪达斯NEO、耐克、耐克KICKS LOUNGE四家门店就在斯凯奇门店的不远处,而在斯凯奇门店对面,面积看似不小于斯凯奇门店的一家ANTA门店也处于装修中。苏州仁翔YKK拉链公司拥有绝对的厂家配合资源,长期为全国服装服饰及外贸公司及企业提供最专业的售前,销售及售后服务。YKK树脂拉链


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