1.

Company background

SKECHERS is a single word from southern California slang: "people who can't sit still."

The SKECHERS brand communicates to consumers the dynamic, positive and popular
attitude!

Put on SKECHERS, you will be full of energy and can't wait to run/walk out of the door to
show your self-confident style.

Were as the second largest sports shoes brand, founded in 1992 in southern California, won
several consecutive U.S. Footwear professional magazine (Footwear Plus) voted the Year
brand Company (Company of the Year), American Hollywood celebrities and deep love, all
have Britney Spears, Britney Spears, Christine (Christina Aguilera) and NBA sports stars Karl
Malone (Karl Malone), NFL football star Joe Montana star endorsements, and by ranking the
first marathon runner Meb Keflezighi MeiBo, coffee, endorsement GOrun series, in the 2012
London Olympic marathon get a fourth grade, wear were 2014 bespoke design marathon
racing shoes GOmeb Speed3 won the Boston marathon won the championship.Since 2014 in
succession to join sports stars and superstars: two national Olympic team women's distance
running elite riders Kara Goucher Kara, Goucher, movie ice colors theme song singer, many
millions of platinum album Demi la Havana (Demi Lavato), model and actress Kelly Brook
(Kelly Brook), legendary band beatles drummer Ringo Starr (Ringo Starr), former MLB
baseball star players Pete Rose and Mariano Rivera, etc., were an endorsement for
professional and comfortable.In 2017, the face of the Taiwan area will be made by a famous
actor.

2016

The fourth format: the first group were unprecedented run eight community groups (at least
two women players), a common challenge than half horse 22.5 k or 14 k mileage, with
friends group, ran out of the unprecedented good memories together!

2015

The third session of Skechers has joined the semi - horse race in an unprecedented run, with
the runners in and out of five Osaka marathon places, encouraging runners to challenge
their unprecedented self.

The U.S. Footwear industry Oscar Footwear News (FN) magazine, November annual
outstanding contributions of the various awards, the lifetime achievement award were
awarded to founder, chairman and chief executive Robert Greenberg. The recognition of his
lifelong commitment Footwear industry, to create were more well-known brands in the
world, such as achievements.

SKECHERS won the first prize for running Repeat.com Run Repeat.com.

2014
Noil GOrun has joined American women's runner Kara Goucher as the most admired female
runner in the United States.

In the Taiwan region of the Taiwan region, a popular and fresh image of liu yihao and Jane
man, the two men work together as brand spokesmen.

The original singer Demi Lavato joined SKECHERS as international spokesperson.

With a combination of model, actress and TV host, Kelly Brook is the new face of SKECHERS's
casual women's shoe collection.

2013

The first Skechers race has never been run before in Taipei's grand canal park, where
runners can experience unprecedented arches.

2012

Noil GOrun spokesman Meb Keflezighi meibai.He, wear GOrun slow running shoes, in the
U.S. in the 2012 Olympic team tryouts, personal career best record again 2 hours, 9 minutes
8 seconds, on behalf of the United States to participate in the 2012 London Olympics
marathon.

The GOrun spokesman, Meb Keflezighi Mabel, wore GOrun jogging shoes and finished fourth
in the 2012 London marathon, and the only American to finish the race.

2011

He is the silver medalist in the 2004 Athens Olympic marathon and is a nationally known
marathon runner, the face of SKECHERS's latest GOrun collection.

Chen, a popular actress, has become the new face of SKECHERS Taiwan in the fall and winter
of 2011.

The Los Angeles Business Journal, an authoritative Business newspaper, reports that
SKECHERS is the second largest sneaker brand in the United States (after Nike).

2010

The SKECHERS shape-ups series, which was affirmed by the American Footwear News
magazine, was named "Launch of the Year" in the us Footwear industry in 2009.

According to SportOneSource, a leading American sports magazine, SKECHERS is the first

leading brand of the U.S. national health care Footwear (Toning Footwear), and is the
exclusive U.S. national patent number 7, 779,557.

Mr Saphe-ups was named as the top 10 commodities of 2010 by Advertising Age, the us
Advertising bible, alongside apple's iphone 4.

2009
With a strong sales volume, the U.S. market is in the leading position with 80 percent of the
market.

2008

"Girl's Mary Jane" is highly praised.The company won the annual excellence marketing
Award (2008MarketingExcellence Award) at SKECHERS worldwide.

2007

According to a ranking published by the American Sporting Goods Intelligence(SGI) magazine,

SKECHERS is the nation's second-largest sneaker brand.

The first SKECHERS concept store opened on 29 nanjing west road, Taiwan, on January 27.

The company, with wang xinling as the spokesperson of Taiwan, successfully launched the
brand awareness of the knight series.

2006

I was awarded the "Companyof the Year" award for Footwear Plus magazine.

2005

The total sales volume of this series of shoes is over ten million pairs.Robert Greenberg,
founder and CEO, was awarded The CEO of The Year for outstanding results.

2004

(1) the American and global markets have been hit by the popularity of a generation of
Energy series shoes.

2001

Noil continues to endorse Rob Lowe and Matt Dillon.Start the global distribution strategy
with the U.S.

2000

It's a global endorsement from pop star Britney Spears Britney Spears.

1996

He started working on sales of women's shoes.

1995

The world's first direct store opened in California, New York and Manhattan.

1992

It was founded in 1992 by a single men's shoe design and sales, and then switched to a full
lifestyle brand design company.
2. Type of product

Were GO FLEX 2.0 evolution again, keep the first generation of super twists and turns,
laminating footsteps rhythm piano type bottoms and provides excellent cushioning and
comfort all pad GOGA MAX insoles.More lightweight, back stretch excellent 5 gen in the
bottom, top suspension force.Elastic rubber sole, more durable and stable.* use ultra
lightweight breathable mesh cloth to weave the shoe surface to enhance stability.*
lightweight, back stretch excellent 5 gen in the bottom, top suspension force.* were Goga
Max yoga technology insoles, let your every step has a high elasticity of energy
feedback.And comfort.* the exclusive recipe gives you the "SQUISH" hyperq feel.* GO FLEX
innovation piano type section bottoms, joint design your footsteps rhythm of twists and
turns, to give you every step of extreme flexibility.* flexible elastic rubber base increases
durability and stability.

Get rid of the "shen heavy" burden that sneaker people complain about, SKECHERS D 'lites
series combine light weight and wear-resisting two advantages, make you love not release
"feet".The new set of stylish DLT- A, which leads the trend, is unique, making it more
popular in Asia and leading you to the forefront of fashion.* knitted fabric fabric combined
with high quality leather side support design, durable and breathable.* slip into the style,
easy to wear off, easy to keep up with popularity.* the head of the shoe is fitted with hot
melt, supporting protection function and increasing durability.* soft inner material, not to
worry about the friction of shoes, to protect your feet.* strengthen breathable memory
foam insoles, help relieve stress, provide good air permeability, and make each step as
comfortable and as dry as stepping on a pillow.* the ultra-light D 'lites absorb the bottom of
the epicenter and the elastic abrasion resistant rubber to give you unprecedented
comfortable feeling.

3. Target market

Actively transform to get rid of imitation and low price impression

According to a report released by the us research institute NPD Group, Nike and its brand
Jordan are still winning the top spot in the sneaker market with a high of 62 percent.What is
more striking about this report, however, is that Skechers, a sports casual brand, has gone
beyond the inclusion of Adidas, Under Armour...And other brands have made a leap into the
second place in the sneaker market.

Pursuit of growth in the Wall Street journal noted that were positive with a series of
epidemic and design feeling extremely casual shoes ahead of many big brands, the us
investment bank Morgan Stanley, Morgan Stanley analysts in a report on "were is a
company that at present the most undervalued by the market, its performance evaluation is
more outstanding than on the market" to describe the potential of the enterprise.
Skechers, from a previously unknown footwear and now a rival to Nike in the sneaker
market, sounds unfamiliar.Were, in fact, was born in 1992, its brand name is derived from
the southern California slang, means "young people" sit still, the light from this point it's not
hard to see the brand at the beginning of the creation with fashionable as a core, and lively
young people as the idea of target customers.

On the boots were started, was established in a few years later it gradually extends to other
shoe styles, however, it maybe some disgraceful, the brand to be good at copying designer
at the time of famous designer shoes, at the same time also is able to provide for such cheap
fake goods, so the lower-middle class consumers welcome.

The brand appeal with comfortable core is close to market trend

Until 2009, when certain fitness trends were chosen to operating center biased toward
sports leisure market gradually, at the same time also decided to get rid of has long been
considered to be "imitating famous brand design" brand impression, in an attempt to
depend on oneself to cultivate the ability and resources to launch the independent design
and brand style of sports shoes, and truly become a unique personality and appearance of
the brand;Adjustment, in addition to product surface were also on hand to alter the global
marketing strategies and marketing layout, and constantly committed to the supply side and
manufacturing process more hasten is perfect, in order to through diversification, and
extensive customer base, to provide market more efficiently complete product line.

In the process of this period of transition, were first launched in the us is given priority to
with toning, fitness, and other functions of series of products, at the same time, on the basis
of the commodity sale to slow running shoes, sports shoes, such as shoe money appeared,
thus becoming a sports brand appeal and comfortable as the core, and in 2014 set the
record sales of $24 billion.

Wall Street journal's comment, were popular can benefit from the prosperity of sports
leisure trend in recent years, because there are many consumers whether they really going
to sport, will want to buy can reference with movement of clothing products, and were not
only with other attaches great importance to the appearance and extreme emphasis on
motor function of brand slightly, is comfortable as a source of word of mouth, lays its
diverse range of products and styles, such as jogging shoes, leisure canvas shoes, fashion
leisure shoes...Etc., more precisely in line with individual needs of different consumers.

American Business website Business Insider reports, since 2005, the average of the masses
to join running every year 9% growth, especially the younger generation is more than diet
believe that sports can bring better health effects, resulting in sportswear and supplies are
expected to be one of the most potential industry in the next five years.Analysts at Morgan
Stanley went further, adding that leisure and comfort would be the driving force behind a
trend of fashion trends that would really drive consumers to pay for their purchases.
Even so, will Skechers be able to shake off other rivals' catch-up and stride to the top of the
sport in the face of a distant gap with Nike?How should the brand make its positioning more
clear between sport and leisure?This will test Skechers's wisdom and also the key to its
ability to keep moving forward!

PESTAL analysis

Political

Our company is democracy company. We will accept anyone comment about the shoes.
Property right. Corporate law. We need to sign a contact about relationship who want
corporate with our company. Independent judiciary. Social policy. Customer base. Less
market functionality. Political risk. We will scare about the copycat from other company.

Economic

Match income level. We need to do a research about customers needs and customers salary
level to know our prices. Credit availability. Inflation. Nowadays, inflation affect customer to
expand more money to buy shoes. They will chose a shoes that can comfortable for wearing.
Monetary policy

Social

Education standards. Wealth distribution. Size of the public service. Supply of labour.
Religion. Demographics. Teenager for now need a shoes who can wear to any place and
cheap. This is because our competitors shoe expensive and need buy more shoe for any
function.

Technology

Communication. Miniaturisation. Delivery. Obsolescence.

Environment

Energy usage. Recycling. Ethical sourcing. Waste disposal

Legal

The legal environment. Common civil religious .

Affects: employment laws.safety standards. Pollution. Copyright.

COMPETITOR ANALYSIS

In July 2015, China's domestic A stock market lost 15 trillion yuan in three weeks, and the
Shanghai composite index fell 30 percent. If you shift your perspective to the east coast of
the United States, the New York stock exchange has a stock that looks bright. It's Skechers.

Last July, Skechers (nyse: SKX) shares were up at $53.43, nearly seven times more than in
2011. Even from the middle of last year to the current decline, share prices have risen by
more than 300 per cent since the start of 2011.

NPD, the us consumer goods market, last year released data on the market share of sneaker
market, and Skechers became the second largest sneaker brand in the us after Nike, with a
market share of more than 5 per cent. Of course, Nike's dominance is still very strong, with a
62% share, and Under Armour, with only about 3% of the company, is also well regarded.

Therefore, we can compare the current situation of these three companies from the
perspective of capital market. Under Armour has the highest price-to-earnings ratio, at 77
times, and Nike's p/e ratio is nearly double that of Skechers, to 26 times. If you look at the
EV multiplier, Skechers is also the lowest, EV/Rev is close to one (actually 1.2 x).

In terms of diluted EPS, Skechers also has a compound average growth of nearly 200% in
nearly four years. Combining were now has $2015 in fiscal 2015 sales revenue, the
compound annual growth rate (CAGR) of 18.3% within five years, it should be said that were
short-term market value has been underestimated in the capital markets, combined with its
future growth prospects, it will continue to be athletic shoes industry in nyse dark horse.

In addition to the diversified development of shoe style, Skechers' success depends on its
excellent wholesale customers and retail store model. In just one year, Skechers launched a
global distributor strategy, setting up an international division of distributors in Australia,
New Zealand and Singapore, and successfully starting to move into the world. In 2002,
Skechers built a 24,000-square-foot warehouse in the Belgian capital to meet market
demand for direct sales across Europe.

Skechers also did the same in the Asian market. In 2007, the company established a joint
venture with Hong Kong liantai company, skic China LTD., and began to make a big push into
the Chinese mainland market. In August 2012, Skechers carried out China's strategic
activities and cooperated with goodbaby group to make goodchild the exclusive online and
offline agent for Skechers children's series in mainland China. Goodbaby, China's largest
retailer of children's goods, has a strong distribution network, which has allowed Skechers to
quickly open up its children's market in China. Entering the mainland market for five years,
we have been rapidly entering the first line of shopping malls and department stores. In
2014, Skechers saw sales growth of 12% in China.
Skechers, it must be said, is a way to get the world market in a planned way by building
wholesale and retail sales across the country, and that is why it is relatively cheap.