How Does XTEP Build The First Fashion Brand?

At that time, he had not clearly planned a brand like "XTEP", let alone listing and the ambition to become "the world's first fashion sports brand". At that time, Ding Shuibo had completed the initial accumulation of wealth through processing trade and subcontracting shoes, but he could not imagine that XTEP would become an enterprise with annual sales of over six billion yuan and listed in Hongkong - all of which were completed in ten years.

Every time I go to Xiamen and Jinjiang, I always think of a question: why do most of China's sports brands concentrate on this? Why? Quanzhou On the one hand, shoemaking and clothing can become a gigantic industry with over 100 billion output value? Ding Shuibo's answer is very straightforward: thanks for reform and opening up. With the reform and opening up, Fujian, which has strong processing trade tradition and manufacturing base, has the opportunity to process and produce for the international brand, so that it is possible to touch the growing thread of production to brand management, so that enterprises can develop with acceleration.

In ten years, there was a wave of fingers. However, in the past ten years, there were not only XTEP. A series of sports brands such as Anta, PEAK, Jordan, Hongxing Erke and so on have appeared in a place in Jinjiang, Quanzhou. The astonishing speed of their development is incredible in the international arena. Nowadays, as long as the TV channel is transferred to the five set of CCTV, it is almost the world of Fujian sports brand. XTEP is celebrating brand 10th anniversary, and many brand names are not enough for ten years. If it were not for such a special historical period, it would be hard for us to witness the surge of such a large scale and high speed brand.

However, in the past two years, China's sports brand has also entered a period of deep adjustment. In the words of Ding Shui Bo, all sports brands predicted the situation in 2008 too high. Instead, they experienced a trough in the Beijing Olympic year. After two years, the market recovered, but it was also affected by the overall economic situation. At the same time, the development of the industry entered a bottleneck period, which means that 2012 and 2013 will be the adjustment period of the Chinese sports brand.

"Adjustment period" is a relatively mild argument, in essence, is a new round of shuffling. After the ebb tide, there are still several scenes that are still hard to predict. The extraordinary speed of development and the extreme excavation of channel potential make all sports brands face the need of "making up missed lessons". This is like a child who is growing too fast. There will always be calcium deficiency.

Compared with other brands, XTEP's choice seems to be different. Ding Shuibo did not shy away from it. His goal was to take a fashion brand across the fashion and sports circles, like Puma puma. Sports brand continues to adhere to the nature of specialized sports in the context of overall market downturn and excessive channel mining. Because in the professionalism of pure sports products, especially in terms of market awareness, Chinese sports brands are still unable to compete with brands like Nike, Adidas and even New York. international market The demand and operating cost are far less than the ideal domestic environment. So when I was in Xiamen, I heard almost all laments about professional sports.

China is still a country which seems to love sports, but in fact its sports lifestyle is very low. Let's see how much time our children are doing in sports, so we can know how much China loves sports. The formation of the brand community of Fujian sports is highly related to the local manufacturing tradition, and more importantly, they have the founder of such a generation that Ding Shuibo made from "made in China" to "Chinese brand". They made full use of the first ten years of twenty-first Century and promoted the progress of an industry in the glory of Beijing Olympic Games.

But when the aura is fading away, when the society is not enough to love the essence of sports, the sports brand will inevitably enter the "shuffle" period. At the early stage of rapid development, some injuries that are not enough in the interior will also be exposed gradually.

For XTEP, they also have a professional sports beyond the fashion line, through the "day to day" and Nicholas Tse entertainment programs and stars to enrich their brand attributes. When running shoes and basketball shoes are not sold, they still have. Fashion shoes And the huge business space of clothing. And most of the other sports brands, in such a low period, I am afraid they must have a painful struggle.

Ding Shuibo named the 10th anniversary brand celebration "the power of ascension", which means that it is clear that time is dangerous and ambition is not falling. This also accords with the characteristics of Fujian merchant culture. Such a rise will be quite difficult only if there is no big change and promotion in the way of social culture for sports and sports.