Name: 年輕男女人腳一雙！Crocs 在中國大獲成功，為甚麽？ (Crocs Is Crushing It in China. Here’s Why | WSJ)
Uploaded: 2025-08-20T21:01:20.000Z
Duration: 5 min 18 s

China once promised growth, now it's pushing back against America's biggest brands.

中國曾承諾實現經濟增長，如今卻開始反擊美國最大的品牌。

In March, Nike reported that its quarterly sales in China had fallen 17 percent from a year earlier.

今年 3 月，Nike 發佈報告稱，其在中國的季度銷售額同比下降了 17%。

While many American brands are struggling in China, hit by tough local competition and factors like rising anti-American sentiment, this unlikely American brand is doing quite well.

當許多美國品牌在中國陷入困境，受到激烈的本土競爭和反美情緒高漲等因素的打擊時，這個不太可能進入中國市場的美國品牌卻表現不俗。

Crocs' revenue in China has grown more than 30 percent during the most recent quarter, while its North America revenue declined by around 6.5 percent.

最近一個季度，Crocs 在中國的收入增長了 30% 以上，而在北美的收入則下降了約 6.5%。

Crocs has won over China's Gen Z, one of the most lucrative and expressive consumer segments.

Crocs 贏得了中國 Z 世代的青睞，這是利潤最豐厚、最具表現力的消費群體之一。

This slogan is one reason why Crocs has been so successful in China.

這一口號正是 Crocs 在中國取得成功的原因之一。

They've adapted their global slogan, Come As You Are, to 天生自在, which means born to be free.

他們將自己的全球口號 Come As You Are 改成了「天生自在」。

That message, born to be free, really appeals to Chinese young people who are always looking for more opportunities to self-express in a fairly constrained political environment.

這種「天生自在」的訊息對中國年輕人很有吸引力，他們一直在尋找更多的機會，在一個相當受限的政治環境中進行自我表達。

As a foreign brand, understanding what matters to young Chinese consumers, and connecting with them directly on social media, has proven to be a winning strategy.

作為一個外國品牌，瞭解中國年輕消費者的需求，並在社交媒體上與他們直接溝通，已被證明是一個成功的策略。

另一個改變遊戲規則的是 Jibbitz。

These colorful charms let young consumers make their Crocs their own.

這些色彩斑斕的鞋扣讓年輕消費者可以將 Crocs 變為自己的專屬鞋款。

Being able to decorate my Crocs with Jibbitz charms makes them stand out from the crowd.

Gen Z in China are trying to negotiate this growing cultural confidence, this new Chinese identity.

中國的 Z 世代正試圖與這種日益增長的文化自信和新的中國身份進行談判。

And when you give them the ability to demonstrate who they are, their favorite passions in terms of the Jibbitz, which are then put into the shoe itself, that's a really powerful product.

當你讓他們能夠通過 Jibbitz 展示他們是誰，他們最喜愛的激情，然後將這些激情融入鞋子本身，這就是一個非常強大的產品。

Geopolitical tensions, especially with the U.S. and a weaker economy, have pushed Chinese consumers to look beyond foreign brands.

地緣政治緊張局勢，尤其是與美國的緊張局勢以及經濟疲軟，促使中國消費者將目光投向外國品牌之外。

But smart marketing has helped Crocs shift the spotlight away from its American roots.

但是，聰明的市場營銷幫助 Crocs 將人們的視線從其美國根源上轉移開來。

There are no signs that it's American, no American symbols in the store.

店內沒有美國標誌，也沒有美國符號。

Instead, what we have are local celebrity endorsers.

取而代之的是在地名人代言人。

People like Bai Lu, a famous Chinese actress who isn't as well-known outside of the region.

像白鹿這樣的人，她是一位著名的中國女演員，但在本地區以外並不那麼出名。

What Bai Lu is wearing, platform clogs, are one of the brand's most popular products in  They're seen as a fashionable and comfortable alternative to heels.

白鹿穿的厚底鞋是品牌最受歡迎的產品之一，被視為時尚舒適的高跟鞋替代品。

You know, the shape, it's kind of, I don't know, it's kind of like a vintage style. So I like it.

你知道，它的形狀，我不知道，有點像復古風格。所以我喜歡它。

What Crocs has done is really to tap into the new aspirations of the Chinese Gen Z at a time when there are a lot of new Chinese designers, Chinese creators who are rising to the forefront of fashion, beauty, even interiors across the board.

Crocs 所做的，其實是在中國 Z 世代的新渴望中進行挖掘，而此時，許多新的中國設計師、中國創造者正在崛起，成為時尚、美容、甚至室內裝飾領域的領軍人物。

As a result, Crocs has been working with designers who are plugged into what consumers are interested in, like Chinese-born London-based Feng Chun Wang, known for her future modern aesthetic.

Crocs 一直在與瞭解消費者興趣所在的設計師合作，比如出生在倫敦的華裔設計師王逢陳，她以未來現代美學著稱。

Playing on Crocs' theme of customization, Wang designed a siren clog with a removable leather shaft, allowing consumers to turn the shoe into a knee-high boot.

為了迎合 Crocs 的定製主題，王逢陳設計了一款 Siren 鞋，鞋筒是可拆卸的皮革，消費者可以把它變成及膝靴。

Crocs also partnered with streetwear brand Melting Sadness, known for its eccentric bunny-themed collaborations.

Crocs 還與街頭服飾品牌 Melting Sadness 合作，後者以古怪的兔子主題合作而聞名。

We want to break through how people normally think of Crocs.

We lined the shoe with fur, like we would normally make a stuffed bunny toy.

Crocs has won over China's fashion-savvy consumers by taking the same approach as US food and beverage brands like McDonald's and KFC and embracing local tastes.

Crocs 通過採取與麥當勞和肯德基等美國食品飲料品牌相同的方式，接受在地口味，贏得了中國時尚消費者的青睞。

KFC and McDonald's, they deeply understand the Chinese consumer, their lifestyle priorities, as well as what's happening in pop culture, media and entertainment.

肯德基和麥當勞深刻了解中國消費者、他們的生活方式重點，以及流行文化、媒體和娛樂界正在發生的事情。

KFC recently partnered up with the consumer tech brand Republic of Gamers to come up with KFC-exclusive keycaps,

肯德基最近與消費科技品牌 Republic of Gamers 合作，推出了肯德基專屬鍵帽，

which, you know, you can put on your mechanical keyboards, and it really speaks to the big, big cohort of gamers in the Chinese market.

你知道，你可以把它安裝在機械鍵盤上，它確實吸引了中國市場上龐大的遊戲玩家群。

They've got more than 12,000 stores in China right now, versus their roughly 4,000 outlets across the US.

目前，他們在中國有超過 12,000 家門市，而在美國只有約 4,000 家門市。

Yum China, which owns KFC, plans to open 20,000 food and beverage outlets by the end of next year.

百勝擁有肯德基的中國公司計劃在明年年底前開設 20,000 家餐飲店。

In China's evolving market, the foreign brands that win aren't the loudest.

在中國不斷變化的市場中，外國品牌並不是最響亮的。

The Chinese market moves at what I call China speed, and global brands need to be able to take a step back from that and to really figure out which consumer trend is worth tapping into, and which ones are worth forgoing.

中國市場的發展速度我稱之為「中國速度」，全球品牌必須能夠從中抽身而出，真正弄清楚哪些消費趨勢值得把握，哪些值得放棄。

But of course, the most important target consumer for Crocs right now is my three-year-old daughter, whose Crocs are getting a makeover.

當然，Crocs 目前最重要的目標消費者是我三歲的女兒，她的 Crocs 正在改頭換面。

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年輕男女人腳一雙！Crocs 在中國大獲成功，為甚麽？ (Crocs Is Crushing It in China. Here’s Why | WSJ)

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