Fashion Becomes The Pronoun Of XTEP.

In 1987,

In Jinjiang, Fujian, a small sports shoes workshop was set up, making "Samsung" brand sneakers and starting their own business.

At present, XTEP has become the main force of domestic sports brands with a market value of billions.

From small workshops to industrial and commercial enterprises, and from independent manufacturers to brand operators, XTEP has always been in the forefront of domestic sports brands in brand building.

After 08 years of listing, the active capital market has added fresh blood to XTEP. XTEP has put itself on the global platform to demand its own support, and has also gained more support from many aspects, such as capital and sales channels.

The whole company's structure has also been updated, the original family business has integrated many professional managers, and the modern enterprise system has been implemented in XTEP.

But as a Fujian enterprise, Fujian business culture is deeply carved in the bones of XTEP. They insist on the Industrial Road, pay attention to the brand value enhancement, and hope that the enterprise will gain the reputation and popularity.

Just like singing in the Minnan song "love to fight and win", it is the main melody of the struggle of Fujian enterprises and the soul of XTEP.

In the early 90s, the foreign trade situation was flutters. The plant of the Ding Shui wave began to turn to the brand of the United States and Germany, and also the export of the independent brand, the proportion was small.

That's the independent brand, at best, is only a "LOGO". It can not be called a brand at all, nor has it been related to marketing and promotion.

But then encountered obstacles in foreign trade, foreign trade foundry has been on the decline, Ding Shuibo began to realize the importance of independent brands.

At that time, the domestic sports brand had just begun to take the road of branding. Lining started from the 90 Asian Games in Beijing, and Conway and other brands. In the 98 year, Anta quickly rose with the celebrity endorsement, and launched a wave of domestic sports brands "born".

At the beginning of the millennium, the domestic sports market competition has been very intense. Due to the limitations of funds and resources, a new brand is hard to enter the competitive sports market.

In the two aspects of marketing strategy and product design, XTEP adopted a differentiated competitive strategy to promote its brand: on the marketing strategy, XTEP launched the entertainment star to endorse the sports brand, broke the face of the sports brand spokesperson's consistent sports stars, and enhanced the popularity of the brand by using the entertainment celebrities' high profile.

On the basis of product design, a bold and avant-garde design is adopted on the basis of guaranteeing the quality of the products. The colors of red, yellow, blue and green are replaced by the colors that young people like to replace the black, blue, white and gray of the traditional sports shoes, especially the "beacon generation" designed by the endorsement of human figures at that time.

1 million 200 thousand pairs have been sold throughout the country.

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