Etam Ai Group'S New Investor Asks For Rent Reduction.

Reported that AI Ge group announced bankruptcy in April, and then with a number of intention investors to discuss acquisitions and restart matters.

The group has 200 stores and 2000 employees, and the shop will continue to open until the details of the acquisition are settled.

Department stores are also facing financial difficulties, which also require landlords to reduce store rentals.

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The Roman&Stern holding company of Etam said it hoped that the shop owners would reduce the rent of the store. If the rent of the store did not drop, it would affect the brand restart that was being discussed, resulting in laid-off workers.

Roman&Stern said that with the series of "substantial changes",

It will lay a good foundation for the future, but it has not specified any changes.

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Recently, NPDGroup, a data monitoring company in the retail industry, released a heartbreaking fact that Adidas has become the third place in the American sports shoes market. The first is occupied by Nike and its sub brand, Jordan. The total market share of the two brands has reached 62%, and no other brand has a market share of over 5%.

In the brand melee with a difference of less than 1%, it is certainly not Adidas, nor the famous American running shoes brand New Balance or Asics, but rather a brand name Skechers, which has no special characteristics.

Compared to the Under Armour with high profile and black technology, Skechers was recently understood by the market, not because of what new products they launched, but because the company's share price rose to 50% after the end of April.

Big analysts praised the brand in their reports, saying it is expected to become "the world's most popular footwear brand after Nike".

According to the earnings data, what they said may be a bit reasonable: in 2014, Skechers's sales volume reached 2 billion 400 million US dollars, an increase of 28.7% over the same period last year. In the first quarter of 2015, the sales volume of the brand reached 768 million US dollars, up 40.5% compared to the same period last year.

What kind of consumers will like Skechers shoes? In a previous report, we have analyzed the target consumers of this brand, which should be those who feel that they are not comfortable with regular shoes and are usually willing to walk in sports shoes.

The former is quite easy to understand - Sport and leisure wind has been popular all over the world for a while. Nike takes advantage of this trend and wants to pform into a lifestyle company.

But is it necessary to buy a pair of specialized walking shoes?

The answer is: if these shoes are comfortable and cheap, many people will buy it.

Consumers' evaluation of Skechers's products is "comfortable" and the price can be much lower than Nike's.

In 2014, 29% of Skecher's global sales came from walking and leisure sports shoes. In an interview, Matt Powell, an analyst at NPDGroup, said they thought the walking shoes market, which had been silent for several years, was indeed expected to be reactivated by Skechers.