Crocs eyes youth 'emotional consumption' trend in China

American footwear brand Crocs remains committed to the Chinese market and is actively eyeing new opportunities brought by the personalization and emotional consumption trend among Chinese consumers, senior executives said during the ongoing eighth China International Import Expo (CIIE) in Shanghai.

Making a comeback at the expo, the brand is showcasing its latest offerings in winter collections, and creative collaborations with popular local brands Pop Mart, Beast and SMFK.

With limited edition shoe products and Jibbitz charms for personalized creation at the CIIE, the brand aims to better connect with Chinese consumers through personalized expression, demonstrating its vitality and imagination that resonates with China's youth culture.

"Young people across the globe, both in China and outside of China, really appreciate personalization and something that feels unique to them. We feel that personalization is a global trend," said Anne Mehlman, executive vice-president and brand president of Crocs, at a media briefing held during the CIIE.

Varun Sehgal, senior vice-president and general manager for Crocs in Asia, added that emotional consumption is very important to the Chinese consumers, which is much reflected in personal styles and individual expressions.

Both executives highlighted the special "emotional connection" between the brand and consumers, as they personalize the shoes according to their creativity and ideas.

"Chinese consumers are important to us and the trends they lead often set the stage for consumers globally. We offer a unique value proposition with our shoes to meet diverse needs for a very wide consumer base. Crocs can be fun, functional and fashionable," said Mehlman.

In recent years, the brand has seen rapid expansion in China and is constantly innovating its products to cater to the ever-evolving preferences of Chinese consumers and younger audiences. Their successful collaborations with local brands have gained extensive attention and solidly generated fresh sales.

Sehgal shared that such brand collaborations have helped the company grow their business in China. Last year, they recorded over 60 percent growth which continued across all channels in the first three quarters of this year. Most recently, the company reported a growth of over 30 percent in the last quarter in China.

"We choose collaborations that will surprise and delight our consumers across many different brands and industries, which connect different consumers and create local resonance. It is a very important part of our localization strategy, which we will stick to as we continue to invest in China and grow the brand here," said Mehlman.

With China being its second largest market worldwide, the brand stays confident and committed to the Chinese market, expecting to grow together with consumers and partners at the CIIE.

"The CIIE is firmly committed to inviting all parties to participate in China's booming economy. It is not only a platform to showcase our products, but also a valuable platform to allow us to gather for in-depth dialogue with industry, partners, institutions and consumers," Mehlman added.