Phoenix Nirvana -- Listing Of XTEP Group

I. Introduction

9 o'clock on June 3, 2008, the concierge hall, two floor, Hongkong joint clearing house.

At 9:40, Mr. Ding Shuibo, chairman of the board of directors of XTEP group, led the company executives in the central lecture room of the trading hall accompanied by members of the Quanzhou Development Zone Party committee, members of the Hong Kong Stock Exchange Listing Committee, and the chief of the HKEx listing section.

The 10 point is that the stock of XTEP International Holdings Limited has officially started trading.

19, the grand banquet hall of Four Seasons Hotels, Hongkong.

And XTEP has only seven years to go from licensing to listing, which is a miracle.

Two, gorgeous turn: from OEM experts to brand leaders

20 years ago, Ding Shuibo founded Sanxing company with 1500 yuan to start the production and sale of sports shoes in Jinjiang, Fujian.

Because the market was a seller's market at that time, and the product was cheap, and sales flourished, it soon opened up.

In the mid 90s of last century, the international market demanded a lot of Chinese sports shoes. Ding Shuibo looked around the world and gave up domestic sales. He produced all kinds of sports shoes for international famous brands and merchants. The products were exported to more than 40 continents and five continents.

In the 2000 Sydney Olympic Games, the Chinese Legion has achieved great success. The domestic sporting goods market is developing vigorously. Domestic demand is constantly increasing and the prospect is gratifying.

After careful consideration, Ding Shuibo decided to walk on two legs, both inside and outside, while doing well in the foreign market and attacking the domestic market again.

This time Ding always made full preparations: using international experience to solve design and development, using modern own factories to solve production problems, and making use of connections to solve distribution channels, a more revolutionary move is to invite Hongkong Red Star Nicholas Tse to be the spokesman of brand image, and promote the brand of self owned sporting goods by way of entertainment marketing. This differentiated brand promotion strategy is sought after by the market. XTEP's "wind and fire generation" sports shoes are all selling well with Nicholas Tse's smart posture, and XTEP is famous for its first World War.

In the second year, XTEP company (then Sanxing company) made persistent efforts to hire Twins, an image spokesperson, to effectively expand the influence of XTEP brand on young girls and girls.

Because XTEP's product style, endorser style and market promotion style are all pursuing differentiation and pursuing non general feeling, XTEP soon becomes the representative of fashion schools in Chinese sporting goods.

Of course, XTEP is after all sporting goods not completely divorced from sports marketing. However, XTEP has become a partner in the sports industry in the Tenth National Games in October 2004. Meanwhile, it has successfully sponsored five delegations in Jiangsu, the PLA, Fujian, Xinjiang and Ningxia, and awarded the ten Olympic badminton competition in People's Republic of China.

Thanks to the excellent performance in the ten sports meet, XTEP's comprehensive influence on the industry and sports brand has been greatly enhanced, and officially entered the first group of sporting goods in China.

With the rapid upgrading of XTEP's commodity strength, brand power and terminal power, various honors came one after another: two times as "China's famous brand products"; the two time was "state inspection free products"; at the same time, it was rated as "China famous trademark"; it was also honored as "national export commodity exemption"; only three Chinese sporting goods brands got the title, XTEP was one of them, and two times was named "China brand annual awards sports goods NO.1 brand".

The comprehensive strength and development speed of XTEP group has attracted the attention of the global entertainment giant, Walt Disney Company. After many visits and comparisons, XTEP group has chosen and authorized XTEP to develop, design, produce and sell Disney sports products in mainland China (Disney sport).

In less than a year, Disney sport has opened more than 400 stores and its sales are booming.

At present, XTEP group, under the leadership of Ding Shui Po, has successfully implemented the multi brand strategy. It took only seven years to become a brand operation leader from OEM connoisseur.

Three, reborn: from family management to modern management

As the saying goes: fighting brothers, father and son.

Similar to the vast majority of entrepreneurial bosses in Jinjiang, Ding Shuibo is also a family workshop at the initial stage of his career. His wife, sister, brother-in-law, brother, cousin and dad play together.

The biggest advantage of family management is consistency of management objectives, easy communication, fast decision making and relatively low cost.

Due to the smart and hard work of Ding Shui Bo, and the support of family members, the company has quickly become one of the leading enterprises in the footwear industry in Quanzhou.

With the development of business, especially after the establishment of XTEP (China) Limited, the workforce has expanded rapidly: more than 4000 production workers, more than 400 R & D designers, nearly 300 production managers, more than 300 salesmen, hundreds of celebrities, script src=>