XTEP Phoenix Nirvana: From National Brand To World Famous Brand

1. The introduction is at 9 o'clock June 3, 2008, the concierge hall, two floor, Hongkong joint trading clearing house.

From Hongkong and mainland provinces, political, business, financial, intermediary, media and XTEP long term cooperation with suppliers, distributors, XTEP executives and staff more than 100 people, men dressed in suits, ladies dress up, everyone chatted excitedly......

At 9:40, Mr. Ding Shuibo, chairman of the board of directors of XTEP group, led the company executives in the central lecture room of the trading hall accompanied by members of the Quanzhou Development Zone Party committee, members of the Hong Kong Stock Exchange Listing Committee, and the chief of the HKEx listing section.

10, the stock of XTEP International Holdings Limited has officially started trading.

Flash, champagne, applause, Congratulations, indicating that XTEP has entered a new era.

19, the grand banquet hall of Four Seasons Hotels, Hongkong.

More celebrities attended the successful Zhu Jie banquet of XTEP group.

The enthusiastic speech of the host and guests, the sending of gifts from the intermediaries and the XTEP group, Willber Pan and Jolin's happy birthday to XTEP, knowing and not knowing each other, but thanks to the sincere greetings and toasts of the people gathered together by XTEP, everyone enjoys the joy of XTEP's success.

XTEP has only seven years to go from the creation of cards to the listing, which is a miracle.

Two, gorgeous turn: from OEM expert to brand management leader 20 years ago, Ding Shuibo set up Sanxing company with 1500 yuan to start production and sales of sports shoes in Jinjiang, Fujian.

Because the market was a seller's market at that time, and the product was cheap, and sales flourished, it soon opened up.

In the mid 90s of last century, the international market demanded a lot of Chinese sports shoes. Ding Shuibo looked around the world and gave up domestic sales. He produced all kinds of sports shoes for international famous brands and merchants. The products were exported to more than 40 continents and five continents.

At the 2000 Sydney Olympic Games, the Chinese Legion has achieved great success. The domestic sporting goods market is developing vigorously. Domestic demand is constantly increasing and the prospect is gratifying.

After careful consideration, Ding Shuibo decided to walk on two legs, both inside and outside, while doing well in the foreign market and attacking the domestic market again.

This time Ding always made full preparations: using international experience to solve design and development, using modern own factories to solve production problems, and making use of connections to solve distribution channels, a more revolutionary move is to invite Hongkong Red Star Nicholas Tse to be the spokesman of brand image, and promote the brand of self owned sporting goods by way of entertainment marketing. This differentiated brand promotion strategy is sought after by the market. XTEP's "wind and fire generation" sports shoes are all selling well with Nicholas Tse's smart posture, and XTEP is famous for its first World War.

In the second year, XTEP company (then Sanxing company) made persistent efforts to hire Twins, an image spokesperson, to effectively expand the influence of XTEP brand on young girls and girls.

As XTEP's product style, endorser style and market promotion style pursue difference, and pursue non general feeling, XTEP quickly becomes the representative of fashion schools in Chinese sporting goods.

Of course, XTEP is after all sporting goods not completely divorced from sports marketing. However, XTEP has become a partner in the sports industry in the Tenth National Games in October 2004. Meanwhile, it has successfully sponsored five delegations in Jiangsu, the PLA, Fujian, Xinjiang and Ningxia, and awarded the ten Olympic badminton competition in People's Republic of China.

Thanks to the excellent performance in the ten sports meet, XTEP's comprehensive influence on the industry and sports brand has been greatly enhanced, and officially entered the first group of sporting goods in China.

With the rapid upgrading of XTEP's commodity strength, brand power and terminal power, various honors came one after another: two times as "China's famous brand products"; the two time was "state inspection free products"; at the same time, it was rated as "China famous trademark"; it was also honored as "national export commodity exemption"; only three Chinese sporting goods brands got the title, XTEP was one of them, and two times was named "China brand annual awards sports goods NO.1 brand".

The comprehensive strength and development speed of XTEP group has attracted the attention of the global entertainment giant, Walt Disney Company. After many visits and comparisons, XTEP has chosen and authorized XTEP to develop, design, produce and sell Disney sports products in mainland China (Disney sport).

In less than a year, Disney sport has opened more than 400 stores and its sales are booming.

At present, XTEP group, under the leadership of Ding Shui Po, has successfully implemented the multi brand strategy. It took only seven years to become a brand operation leader from OEM connoisseur.

Three, reborn: from family management to modern management.

Similar to the vast majority of entrepreneurial bosses in Jinjiang, Ding Shuibo is also a family workshop at the initial stage of his career. His wife, sister, brother-in-law, brother, cousin and dad play together.

The biggest advantage of family management is consistency of management objectives, easy communication, fast decision making and relatively low cost.

Due to the smart and hard work of Ding Shui Bo, and the support of family members, the company has quickly become one of the leading enterprises in the footwear industry in Quanzhou.

With the development of the business, especially after the establishment of XTEP (China) Limited, the workforce has expanded rapidly: over 4000 production workers, more than 400 R & D designers, nearly 300 production managers, 300 marketing personnel, hundreds of celebrities, administrative and financial personnel, and nearly 6000 employees directly from XTEP headquarters.

In addition, commodity planning, product design, factory management, processing plant coordination, supply chain management, distribution channels and retail terminal management, brand building and marketing, human resources planning and utilization, financial management, and administration.

The division of labor is becoming more and more detailed and demands are higher and higher.

Ding Shuibo has lofty aspirations and sent XTEP to Hongkong. The conflict between the modernization requirements of the listed companies and the original family management is more obvious.

What should I do?

Is it to maintain the old boss's universal mode of operation or to employ professional talents to manage enterprises according to the needs of business processes?

Ding Shuibo chose the latter.

With the help of consultants, since 2005, XTEP has launched large-scale channels and terminal training projects, IT planning and implementation projects, human resources planning and implementation projects, corporate culture remodeling projects and listed promotion projects.

The development of these projects will not only cost a lot of money, but also take up a lot of time, and the daily business can not be affected.

For a while, the management of the company complained repeatedly, and President Ding was exhausted.

But with the character of the Minnan people who dare to win and the pursuit of greater success, Ding Shui Bo and his XTEP management team have seen the rainbow for many times. Among the ten directors and nine vice presidents of the core group of XTEP group, XTEP (China) Co., Ltd., only four of them belong to the Ding family. The rest are all professional managers who are promoted inside the interior or recommended by headhunting companies. They have an average of more than 10 years of experience in the industry, and have a master's degree and doctorate degree in a famous university, which plays a mainstay role in company management.

As for the department managers and business executives, they are the backbone of the posts only after they are openly recruited and evaluated.

It is no exaggeration to say that at present, XTEP's corporate culture, business process, management system, staff quality and status, and the company's market performance are among the best among the Chinese counterparts.

Four, Phoenix Nirvana: from national brand to world famous brand, June 3, 2008 is the glorious day of XTEP.

This day, XTEP international is listed on the Hongkong stock exchange and has become a truly international enterprise. Huge sums of money will inject strong momentum into XTEP's international development path. The vision of becoming the first brand of the global fashion movement has also become clearer. XTEP's future will be even better.

But XTEP's Day is very hard.

Starting from the cooperation between the famous American investment fund and XTEP in 2005, XTEP groped ahead in the strange field of capital market.

XTEP has a reputation in China's sporting goods industry. Many investment banks, law firms, accounting firms, Zhong Du lines, public relations companies and other intermediaries that want to help XTEP go public and gain the benefits from it are many.

Ding Shuibo Ji people have their own natural conditions, and more than a dozen intermediaries co operating with XTEP are world class.

Through full preparation, XTEP listed project officially entered the tutorial period in August 2007.

Dozens of intermediaries, dozens of elites, hundreds of different questionnaires, thousands of questions, piles of reports, documents, proofs, reports...

Endless conversation, field examination...

The same question is repeatedly asked and verified by different people.

The Prospectus has been revised at least dozens of times from drafting to finalization, and several times are almost rewritten.

Company introduction, product introduction, feature film, everything must be reproduced according to international standards.

All the documents were ready for examination by the Hongkong stock exchange. There are hundreds of new questions to answer.

The answer is good and sent to trial. After questioning, I asked again, so many times, the degree of hard work can not be described by words.

At last, the stock exchange and the SFC passed the hearing to allow XTEP to start the international road show. This is May 2008.

The route of the international road show is Hongkong - London - New York - Boston - Singapore.

Under the direct command of Ding Shui Po, the road performance team, composed of Ding he himself, XTEP CMO and CFO three, held one to two investors meeting each day, interviewed eight or nine institutions, exchanged a city for two days, met more than 100 international investment institutions in more than ten days, talked the same speeches more than 100 times, and answered almost the same question more than 100 times. The excitement of the beginning soon became hard...

Especially Ding Shuibo, who is the chairman and President of the board of directors, is naturally the leading actor and the subject of the speech.

Because XTEP is the third brand operator of Chinese sporting goods in Hongkong, investors will naturally compare XTEP with the previous two, so that XTEP can describe its own characteristics.

This just gives XTEP a chance to show its uniqueness.

On the basis of sports, XTEP will extend its brand culture and merchandise style to fashion and life direction. The differentiated marketing strategy and outstanding sales performance will make XTEP group and XTEP brand leave a good impression in the minds of global investors. In the next few years, XTEP will grow into a world brand from a Chinese national brand, and there will be XTEP's position in the famous international sporting goods camp.

The listing in Hongkong has finally made the world understand how XTEP pformed into golden phoenix through painful nirvana.

Five, postscript, as XTEP chairman Ding Shuibo said: listing success is a new start for XTEP. Real development is just beginning.

It is foreseeable that from July 2008, XTEP will make all efforts to upgrade commodity strength, brand power, terminal power and market control to a new height, and strengthen the implementation of multi brand strategy, so as to ensure its status as the first and world leading fashion sporting goods industry in China.

We firmly believe that after the listing, XTEP will play an increasingly important role in the sports field. It will not only lead Quanzhou sporting goods enterprises to speed up the internationalization process, but also promote the rapid development of China's sporting goods and make due contributions to the industry.

At the same time, XTEP will expand its brand building and marketing, expand its distribution network and terminal construction, expand production capacity and improve working conditions, acquire new brands and production bases, enhance design and R & D capabilities, so as to realize the vision of the first brand of the global fashion movement.