Brands' consumer and their need can't be ignored. Effective communication is a process of building a relationship mutually. Before communication is formed in certain ways, there are things need to be cleared out.

1. Comfortably Ready?
Understand Brand Communication
Skechers - Global Brand Communication Recommendation 2017

2. #SKECHERS today Our favorite fitness queen @lizashleyatl was
#SpottedInSKECHERS.

3. #SKECHERS style @RobLoweOfficial is smiling because #SKECHERS Relaxed
Fit shoes are really THAT comfortable!

4. Relaxed Our newest #RelaxedFit styles are right on trend. Meet the
Porter - Ressen. #SKECHERSstyle

5. Stylish Looking smooth in our #RelaxedFit boat shoes. 🎩 🚢 #SKECHERSstyle

6. Professional That #FridayFeeling. Follow along on our Friday Fieldtrip
through San Francisco in our story

7. Attractive That #FridayFeeling. Follow along on our Friday Fieldtrip
through San Francisco in our story

8. Trendy Street-style Going dark in #MTrainSkechers style.

9. Comfortable Hit the town in these comfy mid-cut #SKECHERS sneakers
for him.

10. Impressive Dress to impress in your Sunday #SKECHERS best.

11. Emotionally attached Monday just got a little cuter

12. Casual-chic That #FridayFeeling. Follow along on our Friday Fieldtrip
through San Francisco in our story

13. Multi fonctionnel Be ready for anything

14. Fashionable Behind the Scenes with @ajadang at a top secret Skechers
shoot.

15. Smart Begin your adventure in #SkechersOG Sunlite.

16. Delightful Nothing more comfy than #MTrainSkechers for
@Meghan_Trainor's

17. Neat was just #SpottedInSkechers.

18. Fun Stand out in the Flex Appeal 2.0 Loud and Clear.

19. Lighter & Easier Taking today to relax in #Skechers Flex Appeal 2.0.

20. Cool One of our comfiest #SKECHERS Burst styles yet.

21. Well-Performed The perfect floral sneakers for your first workout in 💪 🌸 #SkechersSport

22. Sensible We are loving how @MissMinusSized styled the #MTrainSkechers OG 82.

23. Celebrity-Endorsed We gave YouTuber @claudiasulewski a tour of #SKECHERS HQ and now she’s giving fans a
#behindthescenes look in a new VLOG.

24. Creative Seeing stripes in our newest #BOBSforDogs slip-on styles.
Which pair is your fave?

25. Art-able That #FridayFeeling. Follow along on our Friday Fieldtrip
through San Francisco in our stor

26. Unique Nothing beats relaxing with a good book and our favorite
#BobsForDogs Daisy and Dot style.

27. Personal We love how @kirbymorris styles our #Skechers Omne - Kort
Klassix.

28. Energetic Monday morning workouts with @emma_lev &
#SkechersBurst - City Scene

29. Sexy looking lovely in Burst - City Scene

30. Forward-looking Find comfort in a #SKECHERS classic

31. CHIC It's #Oscars Day & we're loving this fancy #SKECHERS

32. Exciting Download, shop & save 💰 on your first order with the new #SKECHERS
app.

33. Comfortably Ready!! Be ready for everything!

34. Capturing the Current Personas
Middle class
Buying power 13,500-59,000+ US dollars
Urban
20 to 45+
Higher Education / Work Position
Overseas Travel or Living Experience
Gym membership
Walk often
Travel regularly
Trendy at work
Clear plan in the next 5 years
Ahead of curve in appearance

35. Core value of theirs (in Mainland China)
• Perseverance
• Courage and strength to get what they want
• Positive to believe tomorrow will be better

36. How do they want to be seen (in Mainland China)
• Attractive
• Healthy
• Trendy
• Independent
• Sexy
• Smart

37. New social behavior of theirs (in Mainland China)
• Higher level of recognition from: Balance btw Mind & Body
• Digitalization to show advancement
• Lifestyle seeking proven success & happiness
• Trading up for quality to show achievement
• Embracing fitness (or health) disciplines from western
country- especially the U.S.
• Influenced by American TV series and international social
media

38. Brands they go for (in Mainland China)
瑞丽
时尚芭莎
时尚先⽣生
Vogue
Glazia
男⼈人装
Zara
Starbucks
美剧⽹网
欢乐颂
周末画报
Youku
搜狐
爱奇艺
唯品会
1号店
淘宝
Amason
Apple-pay
Alipay
Applepay
UnionPay
Tencent
Dianping
Didi
Tiffany
Coach
MK
Swatch
Moussy
Muji
Long Champ
A&F
Dior
Chanel
Cloe
US
UK
FRANCE
ITALY
SPAIN
AUSTRALIA
JAPAN
KOREA

40. They are high dying to spend…
• Chinese consumption – the amount of things that
people buy and spend money on – is expected to grow 9
% yearly through 2020, according to the Boston
Consulting Group.
• Global management consultants McKinsey &
Company surveyed 10,000 people living in 44 cities in
China for its 2016 China Consumer Report. The survey
found that as incomes grow, people in China are going to
be spending more on travel, leisure and looking good.

41. Key learnings of future spending (Middle Class)
• #Travle
• #Leisure
• #Looking-good

42. Athleisure
is a trend & a way of fulfilling the desirability of target

43. Athleisure at work

44. Athleisure after work

45. Athleisure is comfortably getting ready

46. Desirability
is the key

47. Present Feed
messages which have fed those needs

48. Walking is a style

49. GoWalk
Fitness is an attitude / lifestyle /
Casual Chic
City Explorer
Smart Choice

50. Walking is a sport

51. GoWalk
Every minute counts for fitness !
UPS
-Walk with yoga mat for your feet
-Lighter weight than iphone
-Most comfortable shoes in the
world

52. Walking is a part of you

53. Looking slim, chic and attractive

54. Performance is who you are

55. Go Performance
Professional choice

57. Go Performance
Smart Choice

58. Visibility in retail
display
• China - Fashionable Emotional
• America- Casual Accessible
• Germany - Comfortable Sensible
• England- Reliable Simple
• Japan- Technical Professional

59. How about mainland China
messages which have fed those needs

60. Visibility in digital display

61. Audience satisfied?
Are they the target audience?
Priorities & Opportunities?

62. Social Media - Wechat

63. Critical issues in mainland China
what can brand offer to target audience

64. Challenges
• Brand image is very broad and changes often by product development
• Tension between China and South Korea influenced celebrity changing
• Compete against many strong brands in emerging market:
1. Tech competition against Nike ( focus on “The best”) ; Adidas (focus on
competition against Nike on digital)
2. Comfortable impression - Ecco (Premium positioning, focus on “lifestyle”)
3. Athletic Fashion symbol New Balance( focus on authenticity & localization)
4. Running Expert ASICS (focus on “more than running” & younger audience)

65. Opportunities - Sports Marketing Trend in China
• More people introduce training regimes (walking &
running ) into their lives after work and use sportswear as
everyday clothes.
• More than running and yoga. Training to gain muscular
shape and sharing this experience with friends on social
media is part of daily routine.
• More young people seeking stylish Streetwear image
from the US and Europe.

66. Opportunities - Future Spending Trend in China
• #Travle
• #Leisure
• #Looking-good
is expected to grow 9 % yearly through 2020

67. Goal
Goal & Priorities..
What can we do to resolve those pain points?
What do we need? Who do we need?
When do we need..…?
What do we say…?
How we listen..?
How to get
there?

68. How Celebrities VS Sportsman in Campaigns
How brands make audience feel about themselves?
In whom do they want to see themselves?

69. Therefore…Potential choice for future campaign?

70. Comfortably Ready?
Before brands’ communications start, do they know
who they really are,
who their audience are
what their audience want
what they can offer
in which way to offer and communicate

71. THANK YOU