🐯虎嗅•Stalecollected in 14m
Aokang Ends Decade-Long Partnership with Skechers
💡Learn how major retail brands are pivoting their China strategy to DTC models amid market saturation.
⚡ 30-Second TL;DR
What Changed
Aokang's Skechers store count dropped from a peak of 160 to zero in 2025.
Why It Matters
This transition highlights the broader trend of international brands reclaiming control over their Chinese retail operations to improve brand consistency and data ownership.
What To Do Next
Analyze how DTC transitions impact data collection and customer relationship management in the retail sector.
Who should care:Enterprise & Security Teams
Key Points
- •Aokang's Skechers store count dropped from a peak of 160 to zero in 2025.
- •Skechers is shifting focus from distributor-led expansion to a DTC-driven retail strategy.
- •The Chinese sports market is seeing increased competition from professional, outdoor, and domestic brands.
- •Skechers is optimizing its channel structure to focus on high-efficiency, premium retail experiences.
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Original source: 虎嗅 ↗