XTEP: Creating The First Brand Of Fashion Movement (Chart)

"XTEP, it's not an ordinary feeling."

When this familiar advertisement is spread to thousands of households, XTEP's fashionable sports brand is also popular.

XTEP (China) Co., Ltd. is located in Quanzhou economic and Technological Development Zone, Fujian province. It is a large foreign-owned enterprise that integrates sports shoes, clothing, bags, hats, balls, socks and other sporting goods. ISO9001-2000 international quality management system certification enterprise is praised by the world brand laboratory as "the most valuable brand of China's top 500".

At present, XTEP has set up branches in 32 provinces and cities nationwide, with outlets all over the country, more than 3000 franchised stores / specialized offices, and XTEP flagship stores in key business circles of over a dozen important cities across the country.

In the international market, XTEP products are exported to more than 40 countries and regions in the world.

XTEP has become the forerunner of the domestic and international fashion movement, and this is due to the implementation of XTEP brand strategy, the highlight of brand culture and the unique charm of brand marketing.

Open up the curtain of brand strategy, Ding Shui Bo, President of XTEP (China) Co., Ltd. and chairman of Quanzhou Sanxing sporting goods Co., Ltd.

In 1987, Ding Shuibo, who was bathed in the spring breeze of reform and opening up, founded the Sanxing shoe making craft factory. With the service and idea of "integrity management and overall satisfaction", the high quality products quickly entered the major markets of the country.

In 1995, Sanxing products won the "famous brand products of township enterprises in China" issued by the Ministry of agriculture of People's Republic of China. In 1996, Sanxing products won the golden shoe king award with excellent quality and exquisite design at the China International Footwear Exhibition.

In order to expand the scale of operation, expand the scope of the market and further standardize the operation system, in early 1999, Ding Shuibo set up Quanzhou Sanxing sporting goods Co., Ltd. in Quanzhou economic and Technological Development Zone, marking the comprehensive operation of a modern, standardized and intelligent production and marketing company.

After years of careful operation and good faith management, the company's products are exported to more than 40 countries and regions.

In 2001, Ding Shuibo created the "XTEP" brand and set up XTEP (China) Co. Ltd., which opened the curtain of XTEP brand strategy.

Since 2001, Ding Shuibo has been actively preparing for the shaping of the brand image of XTEP. "Integrity building the first brand of Chinese fashion and sports, maximizing the profits and values of customers, customers, employees and partners" has become Ding Shuibo's new business philosophy.

In a few short years, XTEP has set up branch offices in 32 provinces and cities throughout the country. The outlets are all over the country, with a certain size of monopoly stores / special offices of more than 3000, and gradually formed a XTEP monopoly system adapted to the market market in China and the main body of the comprehensive sports store, and the marketing strategy is also pformed from product oriented to brand oriented.

According to the survey results of the China National Business Information Center, "XTEP" brand shoes have been ranked the top three in the domestic market for many years.

Smart fashion brand XTEP: fashion, personality and sports.

XTEP is a brand that combines fashionable sports with sportsmanship and blood, and is the card of fashion and sports.

Looking at the history of XTEP's development, it is a history of fashion and sports development, a series of passionate fire and fire, a series of cool and passionate series of blades, a series of blade blades, a series of fantastic blades, a series of Olympic Games, a series of 04 series of popular fashions, and an avant garde pioneer series. Through various series, XTEP's avant-garde, fashion, personality and rebellious brand culture are displayed, and a fashion and movement whirlwind is triggered.

Under the influence of XTEP culture, many young people follow suit and become the leader of fashion and sports trend together with XTEP.

XTEP is the first brand in China to subdivide the sports market from the professional sports market.

All along, XTEP has made the "China Fashion and sports first brand" as the brand development vision, providing customers with the quality of product movement, and giving the fashion, personality and cool appearance design.

To this day, XTEP has grown into the first class strong brand in fashion and sports field, and has begun to speed up its development in the sporting goods industry.

In recent years, XTEP has carried out a series of important brand marketing activities and achieved remarkable results.

The spokesman for sporting goods has long been "dominated" by sports stars.

And XTEP is the first brand to enable entertainment stars to endorse sports products in China.

XTEP has gone against the trend and made a strange choice. Nicholas Tse, who has an absolute appeal in the young group, is a brand spokesperson. He uses the entertainment marketing strategy to attack the sporting goods market, creating a fashion, rebellious and unique personality for the brand.

When other competitors in the industry adopt similar methods to follow up, XTEP takes the first step to delineate the lively Twins portfolio as the product spokesperson, and influence the different consumer groups with different personalities. Finally, the "X generation" is used to generalize the social characteristics of the target customers, to carry out the centralized social and community marketing, to attract more customers to the "X generation". While the popularity, reputation and loyalty of XTEP brand are constantly improving, XTEP's customer camp is expanding constantly, and the two form a healthy promotion community.

Delineating different entertainment stars to drive different consumer groups, XTEP's "three-dimensional endorsement" approach has also created the sporting goods industry first.

While using entertainment marketing strategy to attack sporting goods market, XTEP also promotes brand by sponsoring sports events and other marketing means.

According to incomplete statistics, during the ten sports meeting, in Nanjing print media, at least 50 or more XTEP's accompanying athletes or texts can be seen every day. The local TV media have at least accumulated more than 2 hours a day for more than 2 hours, and CCTV has at least 1 pictures of XTEP and ten games.

Sales of XTEP also increased by 80% over the same period last year.

In addition, XTEP also supports China's sports and education: donated hundreds of thousands of dollars worth to the Quanzhou disabled persons' Federation; donated 300 thousand yuan to the hope Engineering Committee, and launched the "XTEP hope project" offering love activities nationwide; during the Taiwan earthquake, it donated tens of thousands of yuan to the compatriots in Taiwan disaster area; donated 300 thousand yuan to Jinjiang Chen Dai national middle school; donated 1 million yuan to Jinjiang Charity Association; and donated 500 thousand yuan to Quanzhou economic and Technological Development Zone.

It has been revealed that in 2005 alone, XTEP's investment in brand promotion and promotion reached 50 million yuan.

To the international market, Ding Shui Po continuously integrates all kinds of resources, through product differentiation, brand differentiation, promotion of differentiation and other marketing communication methods, based on sincerity and strategy, the "XTEP" brand has been molded into the youngsters' favorite fashion and sports brand. At the same time, the differentiation strategy has become the most popular marketing case in the domestic sporting goods industry.

The success of the light has brought many honors. In 2002, the "XTEP" brand has won the honorary titles such as "Fujian famous brand", "Fujian famous brand product", "Fujian customer satisfaction product", "national customer satisfaction service", "China's 500 most valuable brand" and "ten games' only partner". At the same time, it has won four countries' highest honor "China famous brand product", "China famous trademark", "national inspection free product" and "export goods exemption", which laid a solid foundation for XTEP's global strategy, and undoubtedly accelerated XTEP's development towards the world.

It is reported that at present, XTEP has passed the Madrid International Registration, and has registered trademark in more than 40 countries and regions of the world.

We have reason to believe that the future "XTEP" brand will surely enjoy a world-wide reputation, and products will shine every corner of the world like sunlight and shine on the future of XTEP.