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XTEP'S Fifth Generation "Superstar Store" Unveiled Nationwide

2009/1/19 0:00:00 114

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Wangfujing in Beijing, Xidan, Huang Xing street in Changsha, Jianghan Road in Wuhan, Huaihe road in Hefei...

Since last year, as long as you have been to the famous commercial streets all over the country, you will be able to be Quanzhou.

Sports brand

In the national core business circle's "horse race enclosure".

In 2008, Quanzhou's major sports brands speeded up the upgrading movement of retail terminals and launched the so-called big store plan.

According to the insiders, under the financial turmoil, the brand replacement of the core business circle will greatly accelerate the integration of resources in the sporting goods industry.

　　大店計劃群現(xiàn)

In 2008, XTEP exceeded 500 square meters.

Superstar shop

"Have appeared all over the country.

"For example, only in Huang Xing street, Changsha, Hunan, we have 7 large XTEP stores, 2 XTEP shopping malls, 2 Disney stores and 1 Disney specialties.

That is to say, on this road, we have 12 retail terminals, of which 3 are over 2000 square meters.

This intensive bombardment of consumers' vision can greatly enhance our brand image.

XTEP

Ye Qi, vice president of China Limited, told reporters.

It is understood that last year, XTEP launched the upgrading of the fifth generation of the "superstar store" plan, upgraded from the original main image shop, and the number of terminal outlets in the country has increased by about 2000, especially in some core business circles all over the country, and can see XTEP's large stores.

"In Zhongshan Road, Xiamen, XTEP's store is the biggest and most striking one. The three floor is more than 800 square meters of business area. With our sponsorship of the Xiamen International Marathon, we want to make it a never-ending marathon exhibition hall."

It's not just the XTEP family.

In 2008, the Quanzhou sports brand accelerated the upgrading movement of retail terminals, and intensified the enclosure movement in the core business circle.

In Huaihe Road, Hefei, Anta store even occupied a four story single floor building, pressing Nike on the corner of the first floor.

Xu Zhihua, general manager of PEAK group, told reporters that last year, PEAK overfulfilled the target of increasing the number of retail terminals by 1000. This year, the plan will also increase 1000 terminal outlets, of which the main store plan will occupy the main position.

　　 形象升級業(yè)績提升

Compared with the big store plan, the terminal image of the major brands is upgraded.

Unlike the brand names of the domestic sports brands, Hongxing Erke adopted the blue and white space image of large shops.

Wu Rongzhao, vice president of the company, told reporters that this is the fifth generation monopoly system built by Hongxing Erke, and specially hired Adidas's external space designer. "We learn from the experience of international brands in decoration, display and storefront management, and enhance the image of the special store."

It is understood that Hongxing ERK has set up 600 new outlets every year for its retail terminal to strive for perfection.

Under the intensive bombing of the big store, the performance of each brand has increased considerably.

Ye Qi, vice president of XTEP, told reporters that despite the impact of the financial turmoil, the performance of XTEP's "superstar stores" has increased by 30% to 50%. During the national day, the performance of one of the biggest star stores in the country has reached 270 thousand yuan per day. During the two seasons of Christmas and new year's day, the sales of the major retail terminals also showed an abnormal situation.

"This is what we can not imagine, but it is truly realized.

This is mainly related to our 2008 Olympic offensive. "

According to its analysis, during the Olympic Games, XTEP conducted a concentrated bombing on CCTV, the only broadcasting platform of the Olympic Games, so that the brand image of XTEP improved a lot.

"The first 16 days of the Olympic Games, the first two days, XTEP advertising every day there are more than 70 exposure rate, the entire Olympic Games, an average of every day, we have more than 30 advertisements.

Not only that, XTEP's naming Olympic train has been running on the track from Beijing to Shanghai for a year, and the Belarus delegation we sponsored has made a historic breakthrough in the total number of medals, and has greatly increased the exposure of XTEP brand.

　　 整合商圈資源

Under the financial turmoil, the industry integration of domestic sports brands is imperative.

In 2008, Quanzhou sports brand in the national core and main business circle "horse race enclosure" will become more and more intense in 2009.

"Under the financial turmoil, strength talks.

At present, sports brands in China have been divided into two major camps: listing and non listing.

The capital raised by the listing has formed a strong capital chain, and the development of the brand is just like a strong agent. "

Ye Qi said that because of the decline of the business climate, the price of the storefront resources of the secondary business circles may decline, but the status of the core business circle will be stronger, and the brands with insufficient strength are likely to abandon the core business circle and retreat to the second place.

Therefore, there will be a new round of competition for the core business circle, which is a collision between strength and strength. This is a new round of resource integration, but it will have a great impact on the brand image.

For the core business circle, there are problems of entering and leaving.

Bi Xiaojun, senior partner of Shanghai to Hui marketing consulting, believes that every business should form an effective evaluation system in the layout of the commercial area. For example, if other brands control the business circle, should we compete for it in the financial crisis?

After acquiring the resources of the new business district, how can we integrate with the existing business circle resources and operate in a wrong way?

If you withdraw from the core business circle, how do you make some adjustments to the new stores to attract consumers' eyes?

"Why is the goal of opening a new store very clear? For example, how does the business situation of this business circle affect the performance of single store operation?

Image is important, performance is the most fundamental support. "

Bi Xiaojun said.

Editor: vivi