Skechers expands its footprint in China

Skechers, a United States-based comfort technology company, maintained steady growth across all aspects of its business in China.

The company said it will continue to strengthen its commitment to serve the evolving needs of consumers and support national initiatives for fitness, striving to be a long-term partner growing with the Chinese market.

"As China's nationwide health and fitness industries continue to expand, Skechers is positioned to capture growth opportunities from the 15th Five-Year Plan (2026-30) dividends," said Willie Tan, partner of Skechers China and CEO of Skechers China, South Korea and Southeast Asia.

"We will accelerate our strategic positioning in professional sports — with 'comfort technology' at our core — to better meet the increasingly upgraded consumption needs and closely align with the national agenda of building a healthier society.

"We are accelerating channel transformation through a full set of initiatives: strengthening our DTC (direct-to-consumer) operations, partnering with quality collaborators for shared success, expanding instant retail and revamping store formats, so as to deliver comprehensive omnichannel upgrades — solidifying the foundation for the brand's long-term, sustainable growth in China."

The two initiatives also marked the latest practices of Skechers in promoting its Chinese development strategy that centers on "in China, for China, with China".

Skechers will further advance its DTC strategy, gradually raising the share of DTC sales.

"We will prioritize the expansion of offline self-operated stores and e-commerce channels, bolster our independent operations and end-to-end management capabilities, and fuel high-quality business growth.

"We will leverage omnichannel DTC data to refine product assortments, in-store displays and offline marketing campaigns for greater operational accuracy and efficiency.

"Additionally, we will scale up investment in artificial intelligence and digital solutions, unify internal systems and implement refined operations for existing members and prospective customers. We will also upgrade the membership program, upskill frontline teams and elevate the overall customer experience," Tan said.

So far, progress has been made in promoting these two initiatives, according to Tan.

"Skechers is increasing local research and development and investment in professional sports, covering key categories including running, basketball and pickleball shoes, so that sports enthusiasts in China can enjoy sports more comfortably and perform at a higher level," Tan said.

"'In China, for China, with China' is not merely a slogan — it is the core operating principle that guides every aspect of Skechers' development in China," he added.

"Over the past nearly 20 years, we have established a value chain that encompasses R&D, manufacturing, logistics, channels and operations in China, with over 90 percent of products sold in China being locally manufactured.

"In doing so, Skechers has not only earned the profound trust of consumers and business partners, but also deeply integrated into the broader landscape of China's high-quality economic and social development."

Skechers, which established its presence in China nearly 20 years ago, reported positive and stable market performance in recent years despite global market uncertainties. Tan said Skechers China maintains confidence in the Chinese market and is keen to be a long-term partner to the Chinese market.

"The Chinese market is Skechers' largest overseas market outside the US. Given the strategic significance of China, the Chinese market is not simply a revenue contributor — it is a critical center of gravity for Skechers' global innovation, supply chain development, and long-term brand building. Our deep roots in China directly inform and strengthen our global competitiveness," Tan said.

"Building on continued investment and expansion, leveraging the positive momentum in bilateral economic and trade relations between China and the US, as well as the significant growth dividends anticipated from the 15th Five-Year Plan, Skechers will continue to scale up and optimize its investments and market expansion in China.

"Anchored in a steadfast commitment to long-termism, Skechers will grow in tandem with the Chinese economy and advance hand in hand with local partners, authoring a new chapter of mutual benefit and shared success," Tan said.