Case Study

Skechers’ China D2C Site

Skechers is a global footwear brand. Pattern’s Greater China team helped trade Skechers’ Chinese ecommerce site.

LOCATION

China

WHEN

2018

SIZE

$5.2B Net Sales

COUNTRIES

170

Key Challenges

Since helping Skechers to launch a localized D2C website for China, Pattern has worked with the brand as its D2C trade partner in the region. The challenge has been to accelerate total online sales through a relentless focus on marketing and trading on the site, plus providing excellent customer service to Skechers’ Chinese customers.

CHINA D2C SITE

Skechers employed Pattern to be their D2C Trading Partner and help run their China D2C operations.

CUSTOMER SERVICE

Skechers employed Pattern’s Greater China team to take care of personalized customer service for their China D2C customers.

PATTERN

Our Approach

Pattern advised on re-positioning the brand, creating an image-driven brand campaign strategy. Designed to differentiate Skechers’ D2C offer from its marketplace presence, the strategy utilized a test-and-learn approach. We managed and marketed to Skechers’ D2C customer database connected to its broader CRM program. Pattern’s China team also oversaw content creation and conversion rate optimization, including search engine optimization on Baidu and other channels. We planned and executed on-site merchandising. Our team also operated pre- and post-sales customer service, which is crucial to making sales to Chinese consumers. Lastly, we made recommendations on operational process improvements.

Results

We created an integrated marketing and operation strategy across Skechers’ D2C site and marketplaces. Due to Pattern’s efforts, site revenue grew by 133% in 2018, to RMB32 million (US $4.8 million). The site acquires 500 new users every day. Skechers.cn is the third best performing Chinese D2C site for sneakers by sales.

D2C REVENUE UP

Site revenue grew by 133% in 2018, to RMB32 million, or US$4.8 million.

HIGH PERFORMANCE

Skechers.cn is the third best performing Chinese D2C site for sneakers by sales.

D2C USERS UP

Skechers’ China D2C site acquires 500 new users every day.

INTEGRATED STRATEGY CREATION

Pattern created an integrated marketing and operation strategy across Skechers’ D2C site and marketplaces.

D2C Site Revenue Up

133%

500

Daily New Users

Strategy

Integrated Marketplace

3rd

Best Performing D2C Site in China

133%

D2C Site Revenue Up

500

Daily New Users

Strategy

Integrated Marketplace

3rd

Best Performing D2C Site in China

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Skechers’ China D2C Site

Key Challenges

PATTERN

Our Approach

Results

500

Strategy

3rd

Let's Talk About Partnership

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