It can be said that in recent years,

Ji'nan, the games and podium on the National Games, full of flying "X", so that Ding Shuibo and his XTEP became the last laugh "champion".

As the exclusive partner of the sporting goods industry in this national games, XTEP's LOGO has been pushed to the whole Chinese people and closely linked to "professional sports".

When Nike, Lining and other professional sports lines originally began to emphasize fashion, XTEP, which has been fashionable, began to emphasize its "sportsmanship" again.

This is Ding Shuibo's position in XTEP. Ding Shuibo is the founder and chairman of XTEP.

Nicholas Tse is said to be the godfather of Ding Shui Bo's child.

"He really helped me a lot. We are not sports brand dealers and spokesmen, but relatives.

We have made a good interpretation of his personality and talent through XTEP's platform.

Nicholas Tse is almost the spokesman of XTEP since the founding of XTEP brand. Before the new product comes out every season, XTEP designers communicate with him. He also designs several shoes in person.

The brand that has been established for 8 years is adhering to the idea of "let the sport be different". Now its sales volume has nearly doubled 100 yuan from thirty million yuan in 2001 to 2 billion 867 million yuan in 2008.

In fact, Ding Shuibo had been in business for 14 years before he founded XTEP brand.

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"Dare to work hard."

This is Ding Shuibo's brief summary of Quanzhou's entrepreneurs in this region.

But this effort was somewhat confused after the Asian financial [3.60 -0.55%] crisis in 2001. In that year, Ding Shuibo, who had been making overseas OEM orders, was badly hurt by the loss of foreign exchange, and Jinjiang's shoe companies were competing to cut prices overseas.

At that time, the Ding Shizhong family created the Anta brand for 7 years. Nike, Adidas and other brands had already taken half the battle. Lining was also not to be outdone. Ding Shuibo was the latecomer.

How did it happen?

"We did a complete market research at that time.

All of us are doing sports and doing professional work. Please let the Olympic champions and divers take the shoes to endorse them.

But there are other needs besides sports.

After discovering that young people like sports, music and idols, Ding Shuibo decided to draw a "sports fashion" XTEP.

In fact, the Chinese trend, also known as "sports and fashion", is now [3.37 -0.59%]'s Kappa. In China, it was only in 2004 that it pformed into "sports fashion".

Joseph Inpet, an economist, says that entrepreneurs have an innovative spirit of "creative destruction". Sometimes, this spirit may be embodied in product positioning and marketing.

As a result, Ding Shui Po relied on nearly 100 million assets accumulated over the past 14 years, and began to brand refining.

"One is to invite designers from France, Korea and so on to make the products that must be different from others; two, to promote, we find Nicholas Tse, Twins and other spokesmen, naming" entertainment no limit "," day to day up "and so on. It is very fashionable.

For Ding Shuibo, if there are products and selling points, this can be done.

Nearly 5 million yuan that year focused on advertising and naming programs bombing, and now Ding Shui Bo as a "tipping point", equivalent to "smart, very good effect, equivalent to the effect of more than 100000000 now."

In the early morning, he chose Hunan satellite TV and named many hot programs. Ding Shuibo's resource card made this sport fashion very exciting.

When the initial "naming", Nicholas Tse endorsement and this year's National Games became the unique "tipping point" of Ding Shui Bo, the newly installed "heavy assets" became another trump card.

After listing and financing in 2008, Ding Shuibo built another own clothing factory.

Before that, because of the rapid development, 90% of XTEP's clothing and 50% of its shoes have been outsourced.

Ding Shuibo, who made the brand by forging the whole hand, had suffered losses in the first Asian financial turmoil. Now he is very grateful. "This financial turmoil has a brand influence, so we (Quanzhou sports brand enterprises) have the least influence."