Nike'S Monopoly Position Is Unshakable. There Are Also Dark Horses In The US Market

Recently, The NPD, an American industry research company The Group issued a report on the American sports shoe consumer market. Not surprisingly, Nike and its Jordan brand ranked first with a market share of 62%, leaving competitors far behind. American shoe brand Skechers ranked second with 5% share, while German brand Adidas ranked third with 4.6%.

In addition, the sneaker brands after the top three are Ascs, New Balance and Under Armour、 Reebok and Mizuno. Thanks to Nike and Jordan brand The market share of other sports shoes brands is only in single digits.

However, in this consumer market In the report, press Adidas and Under Armour's American shoe brand Skechers still became the focus of attention. Analysts wrote in the report: "This is the most undervalued company, and it is more outstanding than the market evaluation." This brand, which is not prominent in the sports market, surpassed Adidas and other sports giants for the first time, and became the second largest sports shoe consumer market in the United States.

Founded in 1992 in California, USA, Skechers started with a single product of tooling leather boots. Several years later, the company began to dabble in other shoe styles, including casual shoes, canvas shoes and sandals. At that time, Skechers' development strategy was to produce imitations of famous brand shoes, which were loved by middle and low level consumers because of their low prices.

The brand entered the fitness market in 2009, which also made them truly become the United States consumer Popular footwear brands. This time, instead of imitating famous brands, they launched Independent design Fitness shoes with brand style. At that time, Skechers took the lead in selling fitness shoes and fitness shoes in the United States. The next year, the fitness shoes sold well in the local market. Later, the company gradually became a brand with fitness as the core, and sports shoes such as type running shoes were launched one after another.

With the help of sports shoes, the sales of Skechers reached 24 billion dollars (about 148.874 billion yuan) in fiscal year 2014, and its share price doubled last year. It is reported that the investors of Skechers Company are increasing continuously due to the good performance. In this regard, Morgan Stanley analysts said: "Skechers has changed from an imitation brand to a brand with its own independent design and unique style, and has constantly improved its factory and distribution layout."

In addition, Skechers is also changing its market marketing strategy In October last year, the company cooperated with Demi, a popular American singer Lovato signed a contract to become the brand image spokesperson in the next three years. Signed by Skechers popular Artists, in order to attract the attention of young people, then help the brand expand the youth product line.

Recently, the company also launched a series of golf sneakers and invited Matt, a professional golfer Kuchar is the spokesperson of the series. In addition, its spokesmen also include NFL legendary quarterback, baseball star, Boston Marathon champion, American Voice winner and other stars. The intention of Skechers is obvious - to make a difference in the field of sports and fashion.

Although Skechers ranks second in the American sports shoe market, it is still far from Nike, and its sports attributes are not as good as those of traditional sports brands. What's more, it has not been smooth for sports brands to enter the fashion field. Can a health shoes brand do a good job? For the American dark horse, this is still a problem.

In contrast, the current footwear products are still in the initial stage of Under Armour is more optimistic. This American local brand, which is famous for sports clothes such as tights, has not formed a large scale in the sports shoes consumer market before. But in the past two years, Under Armour has made great efforts in sports shoes. Basketball shoes, mainly Stephen Curry shoes, continue to be popular, helping young brands grow rapidly.

According to the report of NPD, this is the first time that Under Armour has entered the forefront of the market share of American sports shoes. With Under Armour continues to consolidate its position as the second sports brand in the United States, and its share in the sports shoes market has also been rising, which will bring a lot of impact to the old giants such as Arthur and New Balance.