XTEP President Ding Shuibo: XTEP How To Grasp "Degree"

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XTEP, which was born in 2002, was positioned through the emphasis on fashion movement. In 2013, China Daily reported that sales of XTEP in the first half of the year amounted to 2 billion 98 million yuan, far exceeding the 563 million yuan in the first half of the domestic fashion movement "3818.HK" in the first half of the year.

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< p > strong > popular rather than alternative fashion < /strong > < /p >

< p > if your < a href= "http://www.91se91.com/pioneer/" > innovation intensity < /a > is lost, consumers will immediately produce aesthetic fatigue. Once the fatigue is generated, the market will go up and down.

When you are good, you go up very fast; similarly, when you are not good, you will go very fast.

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< p > reporter: from emphasizing entertainment marketing to cutting into sports field, XTEP's brand marketing path is just opposite to PUMA from movement to fashion. XTEP's international brand name is PUMA < /p >

< p > Ding Shuibo: can not be said to be a complete match.

When creating a brand, there is not a complete benchmarking enterprise.

At that time, we had done a very good job in the field of sports brand, and basically the same way - looking for sports stars and looking for champions. The champion of the 2000 Sydney Olympic Games was basically grabbed by Chinese sporting goods companies.

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< p > we thought at that time that the target group of XTEP was mainly young people, not only in sports, they would like sports, usually play ball games and do some sports, but in addition, there are many ways of life, called sports lifestyle.

I have always stressed a very important concept, that is, China's consumer groups, structure and consumption patterns can not really be as simple as foreign countries.

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< p > reporter: the competition of fashion sports brand is fierce. The sales of domestic enterprises in recent two years have fallen very fiercely, and the market share is even less than 5 years ago.

Earnings report shows that XTEP's stock is not small. How does XTEP avoid risks? < /p >

< p > Ding Shuibo: the development of a brand, the initial brand positioning must be vague, but it will be clear after several years of precipitation.

In the field of sports, we mainly focus on running, and the second is football. We focus on these two as the core.

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< p > running has the largest number of participants, and can exercise at any time and place, while marathon, tens of thousands of people participate in a sport, but one person can also run, not like two people in table tennis, badminton sometimes needs four, basketball has five or six, football eleven.

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< p > Fashion can be divided into two types: alternative and popular.

XTEP is doing popular fashion, and the growth of alternative fashion brands will be very fast. Gross margins are very high and can attract attention immediately because it is more advanced, but the danger is even greater.

Many of the world's leading fashion brands, "a href=" http://www.91se91.com/pioneer/ "trend brand" /a ", have some strong vitality, but this forever walking on the" blade "is always running at the forefront of the" double-edged sword ", the pros and cons are obvious.

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< p > we do not evaluate a brand. We believe that if your innovation is lost, consumers will immediately produce aesthetic fatigue. Once there is an aesthetic fatigue, the market will go up and down.

When you are good, you go up very fast; similarly, when you are not good, you will go very fast.

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< p > relatively speaking, we add fashion elements on the basis of sports, have sports as the foundation and fashion elements, so the masses are more receptive.

In our earnings report, the gross profit margin has been growing steadily in the middle. Although it is also fashionable, the brand positioning pursued by different enterprises is different.

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< p > < strong > pformation to retail and e-commerce: < /strong > /p >

< p > sports goods enterprises must pform from the original horse racing enclosure and the original wholesale mode to a consumer oriented service and business mode, from wholesale to retail.

Only by such a pformation can enterprises' products and services be closer to consumers and close to their target consumer groups.

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< p > reporter: XTEP is positioned as "mass sports fashion". UNIQLO and other global apparel giants cut from leisure to "fast fashion", including the fierce business in recent years. How can XTEP's offline business be guaranteed not to be affected? < /p >

< p > Ding Shuibo: first of all, it must be pformation.

Sporting goods enterprises must pform from the original horse racing enclosure and the original wholesale mode to a consumer oriented service and business mode, from wholesale to retail.

Only by such a pformation can enterprises' products and services be closer to consumers and close to their target consumer groups. As long as this step can be realized, the market will still exist.

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< p > reporter: offline entities are scattered among distributors and retailers. How can XTEP grasp the consumption preferences of target consumer groups? And electricity providers can easily achieve this through big data mining.

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< p > Ding Shuibo: when it comes to data analysis of target consumer groups, XTEP is still good in this industry.

Our current coverage has reached 80%, that is to say, our data analysis has been able to reach 80% of the retail terminals under the line.

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< p > as for online and offline competition, this is both a challenge and an opportunity.

The challenge is the cost of rents, staff salaries, operating costs and so on for the entire terminal.

And the a href= "http://www.91se91.com/pioneer/" > online purchase < /a > seems to be a buying trend nowadays, which has the advantages of convenience, more information and cheaper price.

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< p > since online development is a trend, it will have an impact on the offline.

Our strategy is that we may have a lot of offline shops expanding in a year. Now the expansion rate will slow down, and timely adjustment should be accelerated. We should pay more attention to the performance improvement of single stores, rather than the overall scale, and pay more attention to Ping efficiency.

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< p > Second, the reason is also our opportunity, because XTEP's electricity supplier is also investing in, is also developing, the speed of development is still very fast, the future electricity supplier can not be ignored.

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< p > < strong > cut into the "Sports" from the National Games < /strong > < /p >.

< p > brand positioning of sports soul and fashion wind has been established.

Based on this positioning, we have to find in the sports field suitable for XTEP brand "a href=" http://www.91se91.com/pioneer/ "spokesperson" /a, or XTEP can enter the incision from sports marketing.

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Reporter P: as a "post development" enterprise, how does XTEP get quality marketing resources like Nike, Anta and other "first out" enterprises? The outside world is concerned about XTEP's sponsorship of the National Games and marathon events. Because the current national games are more controversial than the "National Games" of professional athletes, why should XTEP also sponsor? < /p >

< p > Ding Shuibo: XTEP does the National Games. In fact, it is purely fate.

Our cooperation with the National Games began in 2005, when XTEP was just founded, but since its inception, the company has always emphasized differentiated marketing models.

Unlike other sports brands, all brand promotion of XTEP is directed by entertainment marketing, including music as the main tool, communicating with young target consumers such as students.

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< p > but in 2004, the company carried out strategic planning. XTEP is after all a sports brand, sport is the soul, fashion is style.

Therefore, the brand positioning of sports spirit and fashion wind has been established.

Based on this positioning, we have to find a spokesperson suitable for XTEP brand in the sports field, or XTEP can enter the incision from sports marketing.

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< p > coincidentally, Jiangsu just wanted to hold the Tenth National Games in 2005 (hereinafter referred to as the ten sports meet).

At the time of the National Games, all previous events were sponsored by international brands. The Nanjing National Games Organizing Committee is no exception, hoping to find international brand sponsorship.

The ten sports meet is the biggest sports event in Beijing before the 2008 Olympic Games. It is called the "National Olympic Games" and the whole nation is involved in it.

We feel that we should try our best to use Chinese products.

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In the end, XTEP reached a sponsorship agreement with the P.

Through the marketing of this event, sponsoring delegations, sponsoring some competition equipment, can well reflect the XTEP brand's < a href= "http://www.91se91.com/pioneer/" > Sports positioning < /a >, which will greatly help us improve our sports equipment products.

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Since then, XTEP has become a real member of the sporting goods industry in China, so we used p to communicate with consumers.

And I do not agree with the negative view of the assets of the National Games.

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< p > as we all know, before 2008, China's participation in major events or its own sports meet was often based on gold medal.

But after the Beijing Olympic Games, the domestic view of gold medals has changed a lot. The largest sports event in the world has been held in China, the largest number of people, and the gold medal we get is the largest in history and the first in the world. China's national consciousness has changed greatly, especially with the foreign cultural cognition of sports.

So, let more people participate in the national campaign, the domestic signal is very obvious.

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< p > based on this, XTEP has sponsored the three national games continuously. I think this is consistent with the tone of our whole brand.

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