The 600-pair Crocs sneakers are popular in China, but they are not ranked high in the United States.
July 20, 2025 20:48 United States
NoahWise Insight
Cross-Border Insights Global Overview|SandalsCategory
Source: NoahWise Insight-Cross-Border Insights Global Overview-Sandals Category Sales Revenue in June 2025
2025 Jul.
Six hundred pairs
Crocs clogs
Domestic explosion
exist
United States
But can't be ranked
In the past two years, Crocs, which were once “ugly and rustic”, have become popular thanks to their
Ultimate comfort and "ugly" unique shape
It has become very popular in the Chinese market. Among them, the Crocs brand is the Hermès among Crocs shoes, with prices ranging from 300-700. It just satisfies people's yearning for "low-key luxury" and "relaxation" and once became popular. However, in the United States, the home of Crocs, the sales volume of Crocs brand in the sandals category only accounts for
6%
, it’s the sweltering heat,
Competition in the sandals category is fierce
, Crocs
Not the only protagonist.
01
Crocs are not ranked
Who's dominating the United States summer?
United States Amazon footwear sales data in June 2025 shows that sandals Sales Revenue accounted for
More than 40%
, has surpassed sports shoes and become the hottest category of the season.
Source: NoahWise Insight-Cross-Border Insights
In the sandals best-selling list, the most popular brand is not Crocs, but
Reef, Cushionaire and Chinese brand Dream Pairs
Dominate the list.
In the United States market, in addition to comfort, consumers also value design richness, price competitiveness and brand update speed.
Source: NoahWise Insight-Cross-Border Insights
Reef - a symbol of California beach culture
In the local market of the United States, Reef is still one of the brands with the largest proportion and the highest ranking in the sandals category, and is known as
"A symbol of California beach culture"
, especially by
Surfing and beach sports enthusiasts
welcome.
Founded in 1984 and headquartered in California, Reef is a company focused on
beach lifestyle
is a footwear brand that focused on surfing culture slippers in the early days. It quickly became popular with its comfortable ergonomic insoles and non-slip soles. Its products include men's flip-flops, women's sandals, children's slippers, etc. The design is biased towards outdoor leisure, simple and durable, and the colors are mostly brown and black, which are classic beach colors.
Reef’s products are mostly in the price range of $60~$90.
Meet the dual needs of mid-to-high-end consumers for comfort and quality
, the brand's long-term accumulated user base and reputation enable it to occupy a solid position in the highly seasonal and highly competitive sandals market.
Dream Pairs - the real "light of domestic products"
Dream Pairs is
Meimai Technology
core brands, average price
50 dollars
,position
young fast fashion
, more than 300 new models are rolled out throughout the year, which is extremely cost-effective. Dream Pairs adheres to the concept of "Great Shoes. Great Price." and sells many types of fashionable women's shoes such as sandals, flat shoes, high heels, hiking shoes, boots, etc. The current cumulative number of users served by Dream Pairs
More than 10 million
, is the Amazon United States site
Ranked first
independent brand of footwear.
Before the establishment of the brand, Meimai Technology was a supplier to many overseas shoe brands and had strong design, production and supply chain capabilities. As the cross-border e-commerce wave arrives, they choose
From behind the scenes to the stage
, build
private label
, and using Amazon as the main position to directly reach consumers (DTC model), Dream Pairs came into being.
Unlike traditional shoe brands that launch new products at a slow pace all year round, Dream Pairs adopts a style similar to fast fashion:
• Over 300 new styles are rolled out throughout the year, covering sandals, flat shoes, high heels, hiking shoes, boots and other scenarios;
• The average selling price is about US$50, taking into account both design and affordable price;
• Seize the balanced needs of young female consumers for “fashion, comfort, and practical wear” and launch products that conform to American aesthetics and wearing habits.
pass
Data-driven selection + efficient flexible supply chain
, Dream Pairs not only responds quickly to market trends, but also maintains flexibility in inventory rotation. This fast-paced, high-frequency, small-batch launch makes it stand out in the highly competitive Amazon footwear market.
02
"Flip-flops" sales volume surges in Indonesia
It looks like "Guangdong in Southeast Asia"
In addition to the United States market, Southeast Asia, especially the Indonesian market, also shows strong sandal consumption potential. In the Men's Shoes - Sandals & Slippers Category on the Shopee Indonesia site, sandals are the largest sub-category and have become a footwear item purchased frequently by local consumers.
Flip-flops and health slippers have grown significantly
, as much as the Cantonese people are obsessed with “flip-flops”.
Source: NoahWise Insight-Cross-Border Insights
Indonesia’s climate is similar to Guangdong——
Hot and humid climate all year round
, Wearing slippers that are light, breathable and not afraid of water is far more in line with local living habits than wearing closed shoes.
In Indonesia, wear slippers when going out:
no social pressure
, even when going to work, shopping, or dating, many people wear flip-flops and casual slippers with strong sense of design. Compared with the requirements for wearing slippers in first-tier cities in China,
The cultural atmosphere in Indonesia is more relaxed and relaxed in terms of clothing.
, which also gives slipper brands greater design freedom and market space. Innovations such as health slippers, flip-flops, and sports slippers are more easily accepted.
Plus Indonesia
With a huge population base, price-sensitive, cost-effective and multi-scenario slippers products have a natural hit gene.
For Chinese overseas brands, this “national slipper culture” means:
• Wide market demand + high consumption frequency;
• There is room for diversification of design and functions;
• Products with affordable prices and smooth channels are more likely to gain momentum quickly.
Health slippers - a must-have for lazy people who want to stay healthy
In Southeast Asia, especially countries such as Indonesia, Thailand, and Philippines,
health slippers
It is gradually becoming a fast-growing footwear subcategory. Each bump on the sole has a corresponding acupuncture point, which can help massage the sole of the foot. Today, when health awareness is getting younger, they
No longer just an exclusive item for middle-aged and elderly people, TikTok
There are many self-proclaimed health-preserving lazy people
young people
People rush to recommend this kind of health slippers. Compared with regular foot massages at massage parlors, this kind of slippers is more convenient.
low-cost way to maintain health
favored, yes
"Walking acupressure board".
United States people have always
High spending power and willingness to spend
There is a huge market for beach slippers priced at US$70, Crocs priced at US$50 are not a luxury, and domestic products priced at US$30 have the advantage of high cost performance. Chinese cross-border merchants can take advantage of their existing manufacturing advantages.
Deeply understand the consumption logic of United States consumers
, it is not difficult to create a real "light of domestic products". The popularity of health slippers also happened to coincide with
Health care fields that Chinese people are good at
, there are even broad entry opportunities for cross-border merchants. Developing new categories may not be easy, but
Discover new user value in familiar categories
It is easier to create explosive products.
About NWi
Since 2023, NWi (NoahWise Insight) has expanded into overseas data services. We now cover major global e-commerce platforms including Amazon, Lazada, Shopee, and TikTok, tracking full-category market sales performance across nearly 30 country sites in Europe, the Americas, and Southeast Asia. We help brands deeply understand domestic and overseas market differences, identify growth opportunities in each market, and plan global expansion.
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