Here world Clothing and shoes Xiaobian network to introduce to everyone is XTEP Ding Shui Bo: from small workshop to sports big card. In 1987, Ding Shuibo founded a small sports shoes workshop in Jinjiang, Fujian, and made "Samsung" brand sports shoes, and began his own pioneering career. At present, XTEP has become the main force of domestic sports brands with a market value of billions. From small workshops to industrial and commercial enterprises, and from independent manufacturers to brand operators, XTEP has always been in the forefront of domestic sports brands in brand building.

After 08 years of listing, XTEP's activity in the capital market has added fresh blood to XTEP. XTEP has put itself on the global platform to demand its own support, and has also gained more support from many aspects such as capital and sales channels.

The whole company's structure has also been updated, the original family business has integrated many professional managers, and the modern enterprise system has been implemented in XTEP. But as a Fujian enterprise, Fujian business culture is deeply carved in the bones of XTEP. They insist on the Industrial Road, pay attention to the brand value enhancement, and hope that the enterprise will gain the reputation and popularity.

Differentiation strategy: Fashion integration into brand

In the early 90s, the foreign trade situation was flutters. The plant of the Ding Shui wave began to turn to the brand of the United States and Germany, and also the export of the independent brand, the proportion was small. That's autonomy. brand At best, it is only a "LOGO". It can not be called a brand at all, nor has it been related to marketing and promotion.

But then encountered obstacles in foreign trade, foreign trade foundry has been on the decline, Ding Shuibo began to realize the importance of independent brands. At that time, the domestic sports brand had just begun to take the road of branding. Lining started from the 90 Asian Games in Beijing, and Conway and other brands. In the 98 year, Anta quickly rose with the celebrity endorsement, and launched a wave of domestic sports brands "born".

At the beginning of the millennium, the domestic sports market competition has been very intense. Due to the limitations of funds and resources, a new brand is hard to enter the competitive sports market. In the two aspects of marketing strategy and product design, they adopted differentiated competitive strategies to promote their brand: in marketing strategy, XTEP launched the entertainment star to endorse the sports brand, broke the face of sports brand spokesperson's consistent sports stars, enhanced the popularity of the brand by using the entertainment celebrities' high popularity; on product design, on the basis of guaranteeing the quality of products, they adopted bold and avant-garde design schemes, using red, yellow, blue, green and other colorful, young people's favorite colors instead of the black, blue, white and gray of traditional sports shoes, especially the "beacon fire generation" sports shoes designed by the spokesperson's image at that time sold 1 million 200 thousand pairs in the whole country. XTEP Fashion became the pronoun of XTEP at that time.

Returning to the source: sports as the soul

In 2002, it was the world cup of Korea and Japan, and XTEP launched a sports shoes with soccer elements. However, it was faced with severe delivery difficulties, and the shoe was not available until the end of the world cup. Coupled with the fact that Chinese football has broken the hearts of many fans again, this shoe has been slump, leading to the lowest level of XTEP in 03 or 04 years. As a sports brand, XTEP reflects on the original fashion line and recognizes that sports brand should return to the origin of sports, and must maintain its unique characteristics in the attack of fashion brands and sports brands.

XTEP boldly seized the opportunity of the ten Nanjing sports meeting and became the partner of the ten sports meeting. All the referees, staff and volunteers, plus five sports delegations, appeared in XTEP's costumes, received awards and competitions. They were fully exposed in the major media and became the first partners to become comprehensive sports meet in China. They brought a brand new marketing mode to the whole industry, and also made XTEP truly stand firmly in the domestic sports brand market.

Looking back at XTEP's brand positioning, XTEP's products are not fashion products at all, but sports products combine many fashion and fashion elements. Sporting goods can be classified into recognized schools and fashion schools. The recognized schools focus on improving your athletic performance, while fashion brands increase the popularity of people on the basis of satisfying basic sports functions, both of which are based on sporting goods with certain functions.

While emphasizing sports soul and refreshing movement performance, XTEP pays attention to fashion expression and introduces new elements in the design field, so that its products can meet the needs of the public and attract young people who love personality and fashion. Through its clear positioning and decisive action, XTEP gradually occupied a place in China and became a giant of fashion sports brand.

Diversified competition: sports brand operators

The barriers to the sports industry are not high, and there is no high restriction on technology and capital. After XTEP's way out of fashion sports, there are many followers imitating one after another. Even the international sports giants have learned from the XTEP model in the marketing of the Chinese market. But brands such as Adidas and Nike, whose long-term reputation stems from the promotion of athletic performance and support for professional athletes, will not completely abandon their original professionalization.

Judging from the overall competition pattern, the international giant brands are very strong in the first tier and second tier markets, but the three or four line market is the world of XTEP and other brands, so although the consumer groups are crossed, the competitive market is essentially different. There are about a dozen active brands and XTEP in the same level, enjoying a vast domestic market.

For XTEP, the unique sports fashion route brings the advantage of differentiation, but the homogenization competition of many brothers brands is also fierce. In order to promote the brand and accept the recognition of consumers, XTEP decided to turn itself into the role of brand operators.

XTEP now defines itself as "brand operator", covering the entire value chain from market development to after sales service. In the entire value chain process, enterprises need to always drive by brand, and the ultimate goal is to enhance the overall competitiveness of the brand, which is quite different from the traditional Chinese manufacturing enterprises.

In order to achieve this goal, XTEP has strengthened the management of retail agents, enhanced retailers' understanding of brands, trained every retailer as brand propagandists, made every retail store a store of XTEP's image, and two is doing many marketing trials, such as increasing sales of flagship stores, brand museums and other direct outlets in the first-line market; and as a mature brand operator, it needs to increase the correlation between its brand and various aspects of consumer life, such as apple and Nike cooperation, adding sensors in Nike running shoes, and apple mobile phones can be motion counters.

XTEP hopes to spread its ideas to consumers and convey the spirit of sports to more people. XTEP is currently investing in a new industrial park in Anhui, aiming to enhance brand marketing at the same time. product Advantages. By controlling factories, enterprises have ensured the quality and cost of products, and also trained many backup talents in factories.