XTEP Ding Shuibo: Miracle Of Development From Scratch

In just eight years, the output value of 100 million is less than 3 billion yuan. Under the helm of Shai Shui Ding, XTEP, this "distinctive" brand of sports can be called "miracle" two words in the development history of China's sporting goods industry.

For most people, ten years can change a lot of things, and for XTEP brand, ten years, it lets people see a Chinese sports brand from the young to the success of the gorgeous chapter.

Ten years of wind and rain, ten years of vigorous growth, XTEP from China brand to national inspection free, from China's well-known trademarks to export products exempt from inspection, four great honor together, and has the reputation of China's "fashion movement" first brand.

[entrepreneurial story]

Foreign trade to the first barrel of gold

He and two sworn brothers invested $500 each, and began.

Ding Shuibo's success began with a Chengdu businessman who promised to take away his shoes for sale, but told Ding Shuibo, "as for ordering money, we can't really get it now."

The opportunity sounds more like a trap, but Ding Shuibo did not hesitate, and he resolutely passed his shoes.

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.

So the chariot in Ding Shuibo's heart never stopped.

In the first year, the factory sold more than 2000 pairs of shoes altogether, but in the second year, it sold fifty thousand or sixty thousand pairs of shoes.

By the year 1990, shoe factories had improved, and the market expanded rapidly to major cities all over the country. The annual output value has exceeded 30 million yuan.

After that, Ding Shuibo began to try to open up foreign markets. After selling the first pair of shoes to the former Soviet Union, Ding Shuibo dug up his first pot of gold through foreign trade.

In the past 6 years, "Sanxing" has become the largest and most reputable shoe company in China. It has companies in the United States, Chile, Spain and other parts of the world.

In Jinjiang, there are 45 factories to help Ding Shuibo.

Create a new brand of fashion sports

In 2000, Ding Shuibo's Sanxing company was in the ascendant.

In the export market, Sanxing is already the leading brand in the industry.

At this time, the world's retail giant WAL-MART took the initiative to find Ding Shuibo, and set out very good conditions, hoping to become a partner of Sanxing company, Dante Shui Bo chose to give up.

"We have abandoned cooperation.

Because once you join, the good conditions, your brand will also be subject to a lot of restrictions, will be led by others, thus restricting the development of the brand.

To refuse WAL-MART, Ding Shui Bo actually has a bigger dream to create a brand of his own.

"It is absolutely impossible for an enterprise to grow and grow without its own brand."

The businessman's unique investment vision makes Ding Shuibo feel that the mainland is a market with huge consumption potential and has never been satisfied. Therefore, with many years of practical experience and accumulated strong strength, he resolutely locked the target on the "big cake" of the domestic market and began to launch his own brand, XTEP.

At that time, Ding Shui realized that in competitive sports far behind the Chinese in Europe and America, it is necessary to dig out the brand proposition of XTEP from the understanding of the Chinese movement.

Many people who choose to buy sporting goods do not rush to its functionality. They are only buying one.

At the end of 2001, Nicholas Tse signed the popular XTEP, which shocked the business community of Jinjiang. Many people said that Sanxing was crazy, Ding Shuibo was crazy, but Ding Shuibo firmly believed: Please star is the most popular.

After that, he invited the TWINS singing combination to represent women's shoes.

XTEP, who led by Ding Shuibo, knows that sports brand must be inseparable from sports marketing. He pays close attention to professional sports resources.

Following the signing of the advertising endorser, XTEP took a series of hot sports resources at that time, laying a solid foundation for the future brand change.

[two journey]

Two track mode of entertainment

In the XTEP brand marketing war, its fashion entertainment Legion is also ready to go.

From 2008 to 2009, XTEP signed one of the most popular entertainment stars in China, including Jolin, Willber Pan, and the top five girls, and formed a XTEP giant group that can match the stars.

In the same year, XTEP launched the "sports oriented, entertainment oriented" X strategy, which is the guiding ideology of its brand marketing. Its core lies in the integration of entertainment and sports, which brings consumers the feeling of wearing fashionable sports.

During the 2010 World Cup, XTEP integrated its entertainment resources, together with Nicholas Tse, Willber Pan and Jolin, together with the World Cup theme advertising.

In this advertisement, three stars turn into a green field fighter, make all kinds of difficult moves, convey a strong spirit of sportsmanship to consumers, and are well received.

It can be seen that XTEP is rooted in sports and fashionable in sports. It makes sports different. It not only creates the fashion spirit of sports, but also excavate the sports elements of entertainment resources, so that they can be united closely. This is XTEP's unique brand marketing mode in the industry, and it is also one of the biggest reasons for the first brand of the fashion movement recognized by the Chinese people.

This is the way of thinking in Ding Shuibo's mind: differentiation.

"

Indeed, it is XTEP's pursuit of quality and individuality that differentiate the development strategy and seize the highland of the market. On the other hand, XTEP has also realized the marketing strategy of "two track" mode of sports and entertainment, and attaches great importance to the application of "big event marketing". At the same time, it relies on strong media resources to build channels for publicity, making it stand out among many famous sports brands, and has achieved the reputation of "the first brand of Chinese fashion movement".

[development perception]

Build a warm industrial 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.

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."

Starting from countless details, XTEP has created a warm "home" for every employee.

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.

Every bit of love is touching every XTEP person.

Ding Shuibo is a frequent donor to the local charity federation. He often organizes donations to the disabled and young people.

He heard that his school was going to move. 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 and clothes at the very first time.

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.

And all of these are devoted to Ding Shuibo's deep affection for giving back to society.