Chen Weili: New Challenges Bring New Opportunities. Spring Is Sure To Fill The World. ​

A threatening epidemic has allowed many industries to enter the "shuffling period" ahead of schedule. In the Chinese market, brands have gradually hatched many new consumer scenarios, products and services, bringing greater opportunities for development and unlimited possibilities for enterprises. In this interview, reporters interviewed Cage, chief executive of China, South Korea and Southeast Asia, Chen Weili, in depth understanding of the fashion brand "Daddy shoes" brand, in the Chinese shoes and clothing market to inject fresh vitality, but also in the current special period, contributed to the blood strength.

　　 The spirit of "3H" is burning.

"Cage (SKECHERS) has entered the Chinese market in 2008, and has been supported by countless Chinese consumers for more than 10 years. At this critical moment, we will also uphold the corporate social responsibility and advance with everyone." Chen Weili told reporters about combing Skech's anti epidemic action.

After the outbreak, Skech set up a working committee on "epidemic prevention" at the first time, sending cash and materials to the relevant organizations and medical staff as soon as possible. The brand has donated cash and materials totaling 11 million 700 thousand yuan, which is used to rush to the epidemic situation in Wuhan and purchase medical supplies, so as to bring the most direct help to medical staff. In view of the high workload of health care workers, Cage sent GO WALK series of walking shoes and down clothing products to provide warmth for the medical staff in the cold and hard environment. "Although we have no way to go to the front line, we hope that Cage's love materials can relieve their fatigue."

"Cage has always advocated the concept of healthy life and the spirit of harmonious friendship. During the epidemic, Skech's employees' 3H spirit" -- Happy, Healthy and Harmony (happiness, health and harmony) has been well reflected. I am very moved by the strength of the rope.

Chen Weili said, after the company launched the internal fundraising, Cage China received a total of over 2 million 250 thousand yuan donations, including 1 million 700 thousand yuan for donation, 220 ventilator and 110 oxygen generator, donated to 21 designated hospitals in Hubei Province, and a small portion of the donation as a special fund for Cage Cage's employees' epidemic relief to help those affected by the epidemic.

At the same time, Skech is also very concerned about the physical and mental health of employees, for front-line salesmen with masks, disinfectant and other epidemic prevention supplies, online shop to carry out "no corner type" sterilization; for those who can not return to work temporarily, Skech has provided online courses and psychological counseling courses, so that employees can better resume work status. As a brand of sports shoes and clothing, Cage also carried forward the spirit of sports, and launched a "physical education course" with KEEP fitness APP to guide the consumers to move home and improve their resistance.

　 Overweight layout "full channel" to promote scene marketing

2019 is a landmark year since Cage entered the Chinese market. According to the 2019 annual report released by the brand in February, Skech's annual retail sales in China reached 16 billion 600 million yuan, a record high and over 2700 stores. China has become one of Skech's most important overseas markets. The epidemic is undoubtedly a blow to sales in the whole Asia Pacific region.

In order to protect the safety of consumers and employees, more than 70% of Skech's stores in China were closed in the early days of the outbreak, and the rest of the shops also shortened their business hours. Chen Weili said that during the epidemic period, in order to maximize profits and eliminate internal negative effects, enterprises need to "fight outside the country first": first, adjust the annual business strategy and budget for the first time, ensure the company's cash flow, quickly formulate inventory handling plans, and win the trust of employees and improve morale.

"In the case of closed shop, the first quarter's performance is sure to have an impact, and the inventory pressure of goods will also increase. But I believe these effects are only temporary. The Chinese market will still be full of opportunities after the outbreak. " Chen Weili said.

"At present, the upstream and downstream structures of the retail industry have undergone great changes. Electricity supplier has become a very important sales channel for shoes and clothing enterprises. The impact of the epidemic is also an accelerator for enterprises. Chen Weili analysis pointed out that the special period accelerated the structure optimization and layout expansion of the apparel industry online channels, and promoted the transformation of new retail layout, O2O and other related businesses, especially the leading industries in the industry.

"Digital transformation, all channels to open up and promote immersive consumption will be the focus of our future market planning. With the mitigation of the epidemic, offline consumption can not be underestimated. Making use of more technology to create a unique shopping experience is also the direction of Skech's future development.

At present, Cage is expanding the full channel retail mode, using Tmall, Jingdong, official website mall, shopping mall, WeChat circle of friends and other online channels, online live sales and other means of drainage. The brand also intensified the promotion of e-commerce channels during the epidemic. Consumers can enjoy more preferential product prices and maintain stickiness through social marketing with their fans and consumers.

In addition to online business, Cage will expand more offline retail models in the future. It is reported that Cage will optimize the layout of the Chinese market in all aspects this year. The first phase of the Taicang China logistics center, which invested more than 1 billion yuan, will be put into use in the second half of this year. The logistics center can serve the huge demand of the electricity supplier in the Chinese market more efficiently. "Skech" The development of super store "SUPER STORE" has formed a channel sinking strategy, which will benefit more consumers in the 1-6 tier market and lay a solid foundation for Cage's continuous development of China's business.

　　 Developing innovative products to enhance the supply side capability of footwear industry

The epidemic is an unprecedented challenge, and it is also a catalyst for the brand to consider the next round. Meeting the needs of consumers and expanding more innovative products is the key topic of Cage's future thinking. "Our product categories and price positioning meet the needs of the public for cost-effective products, and can meet the needs of consumers of all ages in life, sports, commuter and fashion. In the future, we hope to continue to enrich our products and bring more choices to Chinese consumers. Chen Weili told reporters, "after the epidemic, consumer demand, we see that health will be the next stage of national and consumer concerns. In the brand development strategy, we will also strengthen the healthy life of this brand concept, passed on to consumers." Chen Weili said.

Skech also conveys this idea with his landmark innovative technology shoes and clothing products. The award-winning Skech Go Run running shoes product is the leader of the industry. The core technology of the Hyper Burst lightweight midsole is the star works of the Cage R & D team, which is light to 181 grams, with the supercritical foaming process (super). Critical) tightly combined forming, such as cell body structure unique midsole material, is the lightest and most flexible middle bottom foam material developed by Cage so far. The "M-strike technology" and the Hyper Burst midsole technology make the Cage sports series reach a new high. All kinds of fashion brands of the brand are also dedicated to meeting the needs of young consumers. Recently, Cage and the "beauty girl fighter" anime theme joint shoes and clothing also reflect Cage's youthful vigor, and integrate American style health and fashion with local consumption demand.

Chen Weili added that after the outbreak, more and more people realized the concept of "global life community", and we are paying more and more attention to green environmental protection and ecological civilization. Generally speaking, in the future, public consumption products or services will further tend to be safe, healthy and responsible. Quality consumption will continue to lead the upgrading of consumption system, and consumer behavior patterns will tend to be non-contact and quick service.

"The epidemic has accelerated the entire industry's demand for integration of formats and resources. Enterprises need to embrace technological innovation, strengthen supply side construction, vigorously develop innovative products, and explore smart retailing to integrate online and offline." Chen Weili is confident of the next stage of enterprise transformation and future development. "New challenges bring new opportunities. I believe that before long, the Spring Festival will be full of people."