XTEP: A New Way Out

In July 22nd, Ding Shuibo, President of XTEP (China) Limited, and Fernando Roger, President of the Spanish Villarreal club, jointly announced that the two sides formally joined hands. XTEP became the exclusive equipment sponsor and sponsor of the Villarreal club in 2011~2016. Less than a month away from it, "sports XTEP o fashion Geng Xin" -- XTEP's hand in hand with Han Geng and the "Geng girl" media meeting were held at the Beijing competitive Arts Center. At this conference, XTEP, who aims to build the first brand of China fashion movement, once again expanded its spokesperson team to sign Han Geng, making it the latest brand spokesperson after Nicholas Tse, Willber Pan and Jolin.

　　 When the brand is becoming stronger and stronger, and the technology research and development capability is growing stronger, XTEP, who is taking the lead, has begun to test world-class professional competitions.

The market's recognition and influence on the brand is the source of the life of the sportswear enterprises, and is Ding Shuibo's "home bottom". Able to borrow images NBA It is the dream of all sporting goods companies to spread their sports ideas and expand their brand influence by famous sports events such as football league matches and tennis tournaments. But for the XTEP who only entered the domestic market in 2001, the reality is rather cruel. Nike, Adidas, Reebok and other international famous brands have already arranged various famous sports events, including even small league matches at the initial stage. This makes it difficult for domestic brands like XTEP to look for a breakthrough in sporting events.

"Contemporary young people like sports, but they also like music and have their own idols. "Ding Shuibo said. It is under this guidance that XTEP has found another way to expand its influence. In order to avoid direct competition with tough rivals, XTEP has chosen the "differentiated sports" route, and has pioneered the differentiation marketing mode of "entertainment marketing" and "entertainment + sports dual track marketing".

2001, Nicholas Tse, Willber Pan, Jolin, TWINS and other entertainment figures have become XTEP spokesmen, and have made great contributions to XTEP's occupy the second tier city market in China. Differentiation Marketing The success seems to have made it deviate from its original track: comprehensive development, production and sale of sports shoes, clothing, bags, hats, socks and other major sporting goods enterprises.

In the upcoming 2011-2012 season, the "yellow submarine" will wear the XTEP shirt for the Spanish League. If the "yellow submarine" has successfully passed the Champions League playoffs, XTEP brand will also appear for the first time in the Champions League. Taking the Spanish League and the Champions League as the stage, XTEP will show its professional quality to the whole world. As an exclusive equipment sponsor for the next 5 seasons, XTEP uses its own technology reserves and research and development capabilities, coupled with high-end design team, to create a new match for Villarreal team. In addition to sponsoring the existing equipment, XTEP is actively developing Villarreal products and will be on sale in the fourth quarter of this year. At the same time, XTEP will consult with the Villarreal club to jointly operate a series of football related market activities, including the friendly matches to China. The XTEP sponsorship of Villarreal club is actually a joint effort with the world's top football clubs after signing the Premier League Bermingham club in 2010.

As a market latecomer, it entered in 2001. domestic market In the short span of 8 years, XTEP quickly surpassed many well-known competitors at home and abroad, and entered the top three of the national sales volume market. Data show that in 2004, XTEP sales revenue was only 300 million yuan, in 2008, XTEP's sales revenue has exceeded 3 billion yuan. After gradually integrating into the second tier city market, XTEP successfully applied capital market to help it grow faster and bigger. It is reported that from 2007 to 2008, Carlyle capital injected two times to XTEP, holding 9.5% of XTEP shares, and XTEP international formally landed at the HKEx in 2008.

XTEP, which is fully involved in the capital market, further standardized and unified the management of the entire supply chain system, and also provided a more fair and fair platform for competition to the vast number of suppliers. They also introduced the supplier management and evaluation mechanism, cooperate with excellent domestic and foreign enterprises, actively cooperate with new product development, and create a business model of Trinity (marketing, design, R & D, production) fast supply chain, improve the ability of products in R & D and production, speed up the transmission of information and improve economic efficiency.

In Ding Shuibo's view, when the market competition is the most intense, the only difference is the brand. The brand represents a way of life. If we choose Nike, we should choose the American way of life. Choosing Adidas is the spirit of German chariot. "Choosing XTEP is the choice of fashion."