Ding Shuibo: Let XTEP Fly

XTEP, the "distinctive" sports brand, can be regarded as the word "miracle" in the history of the sporting goods industry in China.

According to the data obtained from the Hongkong stock exchange, in 2008, in the severe winter of the global economic depression, XTEP achieved 110% growth in revenue and 129% profit growth. In 2001, XTEP's output value was only about 90000000 yuan, but only eight years later, at the helm of Shai Shui Ding Bo, XTEP turned the figure to 3 billion yuan. And the helm of the brand, Ding Shuibo, has also won the highest honor as a "laborer" - "National Labor Day Medal" in 2009.

"Others can engage in shoe factories. Why can't I?"

The chariot in Ding Shuibo's heart began in the shoe making bamboo shed on the edge of Wu River in Jinjiang, Fujian 22 years ago. That year, he took out his own apprenticeship when he used blood and tears to drum up shoe last and saved 500 yuan. That year, he cut trees from nearby hills to make his first shoe making workbench. In that year, he issued a sigh of "others can make shoes factories, why I can't do it!" and then resolutely set up Sanxing company with two sworn brothers to start their own road of creation.

The start of success stems from a Chengdu businessman. The other side promised to take away the shoes for sale. "As for the order, we can't get it now." Opportunity is like a trap, but Ding Shuibo resolutely takes it. shoes It's past. A month later, Chengdu businessmen paid all the money they made and the shoes they sold, and asked him to send hundreds of pairs of shoes at once.

So the chariot in Ding Shuibo's heart could not stop. In his second years of entrepreneurship, he secretly determined to become the biggest shoe manufacturer in Jinjiang. With the infinite extension of the stage, the chariot runs faster and faster. Six years later, he won the first "crown" of life, the "export king" of China's footwear industry.

After selling the first pair of shoes to Russia, Ding Shuibo dug up his first barrel of gold through foreign trade. In the past 6 years, "Sanxing" has become the largest and most prestige shoe champion in China, and has been established in the United States, Chile, Spain and other parts of the world. In Jinjiang, there are 45 factories to help Ding Shuibo. Among the 3000 brothers in the same city, Ding Shui Bo's "export king" has no talent at all.

Fashion is young. What XTEP wants is this feeling.

In 2001, based on the vagaries of the international market, Ding Shui Po left for the domestic market, and in front of him was a red sea with his master. As a late arrival, Ding Shui Bo must find a new way to catch up with the highlands. Thus, "Sanxing" renamed XTEP, meaning that enterprises surpass the breakout with "special steps".

"We must excavate our understanding of sports. brand Advocate! "Ding Shui Bo realizes that many people who buy sporting goods are just buying a fashionable and young feeling. "XTEP's strategic positioning is fashion sports!" Ding Shuibo, the most successful treasure, focuses on the young people between 13 and 25 years old. He sends his fashion pictures collected around the world to the R & D personnel. "XTEP wants this feeling!"

From the advent of "wind and fire shoes", it has created a sales myth of 1 million 200 thousand pairs of single products, and its record has not been broken so far. From breaking the sports brand's invitation to the industry rules of sports stars endorsement, 4 million 700 thousand yuan has been brought to entertainment star Nicholas Tse for a long time, and countless stores with Nicholas Tse's head as the brand have been flown in the country. Ding Shuibo bypassed the dense forest of Cang mu, and found the bright and smooth road to make XTEP brand differentiation. {page_break}

Break the family management and push the door to sunlight.

At present, there are only more than 6000 employees who are directly paid by XTEP headquarters. XTEP's division of labor is becoming more and more detailed, which means that the strings of management are getting tighter and tighter. "In front of XTEP, there are only two ways, or to be small, to continue to maintain family control; and to be bigger, we must be regularized and systematized." Ding Shuibo chose second ways to break the the Great Wall of family business and build XTEP into a world-class giant wheel.

At the elevator exit of XTEP building, we saw a public sign wall for attracting talents. More and more new faces wearing striped ties and dark suits began to shake the original family management system of XTEP. Local metamorphosis is gradually showing the butterfly effect. Ding's feeling is like pushing away a door to sunlight.

In the summer of 2008, Ding Shuibo, the helmsman, opened the magnificent sailing blueprint in the summer of 2008. He answered tens of thousands of nearly tricky questions of investors. After tens of thousands of universal roadshows, XTEP successfully listed on the eve of the global financial turmoil and raised about HK $2 billion 100 million.

Giving lectures and creating a warm and happy home

In the days of Chen Dai, he and his more than 700 employees slept in a bamboo shed. He said that the biggest dream at that time was to have a garden factory building. Now, the workers live in a spacious apartment equipped with air conditioners. They come home at the Spring Festival and drag a large trunk like the overseas Chinese.

Today, XTEP's workshop has long been "magnificent", but Ding Shui Bo's loyalty to employees is still pure. In the company, XTEP has set up kindergartens and flavor restaurants for its employees. It hosts large sports activities every holiday, and a gift can also be given to employees on their birthday. He always said: "we always regard employees as our brothers and sisters and partners. We have a purpose for our employees, that is, let every XTEP employee work in a happy mood."

Ding Shuibo is a frequent donor to the local charity federation. He often organizes donations to the disabled and young people. I heard that the Chen Di national high school was about to move, and he donated 5 million yuan immediately. In the snow disaster in the south, he took the lead in donating 5000 down coats. When the Wenchuan earthquake came suddenly, he donated 1 million cash and about 2000000 worth of shoes at the first time. clothing ... Over the past few years, XTEP has participated in and launched public welfare activities many times, expanding social welfare undertakings to various fields, covering educational, cultural, sports and other fields, contributing tens of millions of yuan.

Building the first brand of global fashion movement

In the second half of 2008, the global economy was in a stormy state, but XTEP held 2 billion cash flow. XTEP has been ready to spend the winter in "grain and grass". The road of brand is more and more magnanimous. "Creating the first brand of the global fashion movement is an eternal goal and direction". Ding Shuibo led XTEP to issue the strongest voice of the brand.

The "Eleventh National Games Sports strategic partners" and "CCTV sports event partners" and many other competitive resources of advertising resources have been collected to the command. The "music world tour" is going to be launched nationwide. XTEP's fierce marketing offensive in 2009 has left its rivals behind. In 2009, the two quarter of autumn and winter product orders meeting, XTEP's orders grew steadily, dealers were confident, the power of channels began to boost XTEP's new round of surpass.