Ding Shuibo: New Marketing Mode In The Internet Age

September 14th, recovery has become the current world Economics Main features, but at the same time, there are signs of recovery. Avoiding the two economic bottom finding and promoting sustainable economic growth have become the international common expectation. On the 13-15 day of September, the 2010 summer Davos forum was held in Tianjin. More than 1500 delegates from all over the world will discuss "sustainable growth" together. interview XTEP Ding Shuibo, chief executive officer of (China) Co., Ltd.

Hello, dear Sohu, welcome to the 2010 Davos exclusive interview with Sohu. Today we are very grateful to Mr. Ding Shuibo, chief executive officer of XTEP. Hello, Dean Ding.

Ding Shuibo: Hello, everyone.

Coming to Davos, it has been a very famous international forum every year. Many people here want to have a look, do not know that you are in Davos this year. What kind of harvest do you hope to achieve? What kind of thoughts do you want to express?

Ding Shuibo: I think I am very happy to be able to come to Davos. forum This forum is a world economic forum. There are lots of opportunities to communicate with each other on this side. At the same time, this is the largest annual economic meeting in the world. I think I hope to come here to communicate with experts, so that we can have a new inspiration for the future development of enterprises.

We also note that XTEP is the only sporting goods company to attend the Davos forum this year. What kind of mission or mission do you have?

Ding Shuibo: XTEP is one of the leading brands in the sporting goods industry. Our previous operations, including how to innovate new materials and technologies, are relatively good. This industry is developing very fast, including technological innovation is also developing very fast. I think sustainable development in the future, including the future development of XTEP, I think the use of new technology, including the use of energy-saving materials, including the right market In the new round of exploration, I feel that we are very obliged.

What you said is new. Material Science What does XTEP think about the use of new technologies?

Ding Shuibo: we use moisture and sweat fabrics, including nanotechnology, to cooperate with Korean organizations. I think this is a level. On the other hand, we have provided our professional match clothes with the British premier Bo Ming Han, that is, the latest international materials, including the best functionality in the world.

This summer, Davos is called the new leader forum. How do you understand the new leader? What qualities should he have if he wants to become a leader in an industry?

Ding Shuibo: of course, to be a new leader, first of all, you are a high growth enterprise. I think it needs more foresee, anti risk, and can get rid of some obstacles. Only then can he be a leader in this industry, especially sustainable development. It will be able to have a precedent preceded by such a sustainable development.

How do you balance the two aspects of sustainable development and economic growth? How do we balance it as a country?

Ding Shuibo: I think this is something that both must consider. First of all, sustainable development may take into account the future. We should consider more innovation, consider technology and consider some products such as big environment, including energy saving. I think this is a level.

The second level is that you have to understand the whole market, and what kind of products and services can be provided for the consumers or the future market by analyzing the market. It is like a new type of consumer who I listened to in the first session. But in the past few decades, we should pay attention to the quality, and then pay attention to the brand. I think what we should pay more attention to is service, which is different needs in different periods. This is a piece of sustainable development. I want to make the future from my side. {page_break}

On the other hand, the long-term and short-term development of enterprises should be considered. In the short term, we will pay more attention to the existing network and products. You may be the existing ones, but I think this is a combination of both.

Like XTEP, its consumers are basically the generation of post-80s and 90s. There are many controversies about the post-1980s and post-90s now. What do you think of this generation after 80 and 90? What do you think is their greatest strength? What kind of problems do they have?

Ding Shuibo: some people say that after 80, especially after 90, these young people, they do not work hard, they do not pay enough attention to social responsibility. But from another point of view, this is a very promising generation of young people. They have a higher way of thinking. In fact, whether from his spending habits or their concern for society, I think this generation of young people is very, very good, and they also represent the future. From our point of view, how can we cater for their needs? In the new Internet age, in the new network age, you may not simply continue the original sales mode, or management mode, or your ideology will change.

What kind of new business model do you think will bring great impact on our lives like the future? This is also a topic we discussed at this Davos forum.

Ding Shuibo: I think in fact, an enterprise besides the traditional business mode, like XTEP, we have added a lot of new business models. For example, we have passed the network sale, including the network specialized edition, so that it has a better promotion than the traditional store.

Second, after our cooperation with the Premier League, we donated the products of the British premier Bo Ming Han to the sale of a foreign brand.

The third is the network, which is now the most important part, including globalization, which is also a transformation of a new business mode. Although it is a domestic brand, it can not just be a domestic brand model, but rather globalisation, including the globalization of the Internet, and the idea of making XTEP different.

As mentioned just now, how is the growth of Internet sales? From XTEP's point of view.

Ding Shuibo: it is very fast. Although the proportion is very small now, we believe that in three to five years, it should be able to account for about 10% to 20% of XTEP sales.

We now find that a new type of consumer service mode for consumer goods and services is group buying. I don't know how you view group buying.

Ding Shuibo: in fact, group buying was very long ago. The original pattern was sitting in the store and waiting for others to come to group buying. The new mode was to take the initiative to sell this group buying mode with all large enterprises. I think there will be a direction in the following direction, but I think more is in e-commerce, this is a very high explosive point in the new future. Nowadays young people are busy with their work, or they want to experience the feeling of online shopping.

It is also a new consumption mode. In this Davos forum, we also talk about the theme of green and low carbon. Low carbon life is also a way of life advocated now. In your opinion, do you think the cost of low carbon economy is high? Is green low carbon now only on slogans?

Ding Shuibo: I don't think so. For example, some of the fabrics we are using now, for example, the fibers made from corn, and bamboo fibers represent the raw materials for petroleum production. This is the transformation of new materials. The second and international research institutions, including technical cooperation with foreign countries, start with raw materials, which will reduce pollution to the environment. {page_break}

Relatively speaking, our products belong to normal consumer goods, and some of them are better. If they are higher chemical materials, of course, this piece should pay more attention to this piece. We think that the development of an enterprise must be linked to the whole environment, so we will not go to do more to repair it.

How do you see the future of this field? Will the future be a vigorous development period or a stable development period?

Ding Shuibo: I think the sporting goods industry is a very large space industry. I have full confidence in this industry. On the first level, with the improvement of the living standards of the Chinese people, they begin to pay more attention to health, and to focus on life and your sports. The product of this industry has been further expanded. The second China is accelerating the pace of urbanization in rural areas. Many rural economies may not be able to afford the products of these brands in the past. But as they enter the city, their preferred brands are domestic sports brands. In the sports industry, because the current styles, products, including brand publicity, reputation and popularity, and international brands are very close to the quality, the price may be only 1/3 of others.