Home >

XTEP President Ding Shuibo Talks About Innovation, Making Brand Distinctive.

2014/2/12 12:25:00 45

??? 日本語 Fran?ais English 中文

respected leaders, < a href= "http://www.91se91.com/news/index_c.asp" > Enterprise < /a > friends: 
 good morning, everyone! 
 I am very honored to be invited to this year's 1000 entrepreneurs' conference. I also want to thank the Quanzhou municipal Party committee and the municipal government for giving me this opportunity to share with you the development process of XTEP group over the past 20 years and talk about the innovative spanformation and sustainable development of private enterprises. 
 over 20 years, under the strong support of provincial and municipal leaders at all levels, XTEP has realized the leap forward development: in 1990, XTEP's sales volume reached 50 million yuan, and in 2000 we broke through 500 million yuan, and in 2010 it broke through 5 billion yuan and another "0" after ten years! XTEP has a "XTEP dream", that is to 2020, continue to add another "0", that is XTEP do 50 billion yuan. 
 then, what is the bottom line of XTEP's realization of this great dream? We rely on innovation. In the increasingly competitive market, it is not easy for an enterprise to survive, and more efforts must be made to develop it. Therefore, enterprises must constantly consolidate and enhance their core competitiveness so as to survive and develop in the market. What is core competitiveness? Of course, we have talents, technology, resources or capital, but I think that, besides these, XTEP's core competitiveness mainly comes from continuous innovation. So I have roughly classified four points: 
 the first is accurate brand positioning. .
 XTEP started late in Quanzhou sports brand enterprises. At the very beginning, XTEP attacked the foreign market, and did not start exporting from 2000 to domestic sales. Because of its late start and its brand in the same industry, sports marketing resources have been basically carved up. Even the diving champion who does not wear a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > are all invited to be the spokesmen of sports shoes. Well, in this situation, XTEP has no chance to repeat other people's stories. Even if we do everything we can to do the same thing, at the same time, there are many more imitators in the industry. Therefore, experience and intuition tell us that only when we are different from others can we get ahead. Only by differentiating the location, can we find the blue market. So we brainstorming different styles of "fashion sports" and "non general feelings", so our brand spokesmen turn to entertainment stars. At that time, Nicholas Tse was the most appealing star in mainland China's young people. At that time, we only had about ten million profits a year, spent about forty million advertising, asked Nicholas Tse to carry out marketing, and the result was a rapid start, and quickly increased popularity in the market, and sales also climbed steadily. 
 since then, XTEP has gradually found a way of "fashion + sports" with its precise, accurate and differentiated positioning, and constantly optimized and upgraded the brand culture of XTEP, which is "happy, confident and free" as the core value, and has launched the brand idea of sports spirit and fashion. In brand building, we focus on two core sports of running and football. Well, we all know that running is the most populous sport, professional and popular. So XTEP chose marathon and advocated a healthy social life. Music and Carnival made the marathon a joyous party that showed physical and mental pleasure. So XTEP sponsored Xiamen, Guangzhou, Chongqing, Taiyuan, Hangzhou, Tianjin, Taipei and Hongkong marathons. Now, when people talk about basketball, they think of Nike. When it comes to football, they will think of Adidas. We also hope that one day, people will think of XTEP when it comes to running. 
 second is multi brand operation. .
 nowadays, consumers' a href= "http://www.91se91.com/news/index_f.asp" > consumption < /a > diversification of behavior and gradual segmentation of consumer market are becoming more and more obvious. The single product is limited by market capacity, and it is impossible for enterprises to keep growing. So, XTEP showed a multi brand strategy, and began to enter the children's market in 2011. Last year, it broke through the scale of 200 million yuan and began to make profits. In 2012, XTEP introduced the French high-end brand "herb horse", officially entered the secondary dress market; in 2013, introduced the French THEIA brand, entered the women's shoes market; at the same time, the market of women's shoes is expected to break through 1 billion yuan in five years; and also, upgrading the XTEP brand, increasing the XTOP brand, positioning it as a sports fashion. This is the development of XTEP's brand layout in the past three years. At the same time, XTEP investment company was established in 2013, entered the financial field, and established a small loan company and a leasing company. That's why XTEP can still achieve good results in such a depressed macroeconomic environment at home and abroad. In 2012, XTEP was the only sporting goods company in the country to maintain growth. In 2013, it paid more than 700 million of the tax revenue. 
 third is fast response. .
 XTEP's development is inseparable from the innovation of marketing mode. As the saying goes, "fast fish eat slow fish". In the same way, only by keeping fast reaction to the market can enterprises have obvious speed and time to survive and develop. In the era of smaller and smaller products, the homogenization of marketing methods is becoming more and more obvious. If you want to go a little earlier, move faster, think deeper, and get closer to the market, you will get a huge return on the market. 
, so we have carried out the innovation of marketing mode. Our innovation of marketing mode is to get through the direct access to the front end of the production and the front-end of the market. Therefore, since 2011, XTEP has gradually increased the proportion of direct sales and increased the "big client" mode, which is directly managed by the group. The starting point is to maximize the distance between the enterprise and the market. So we also launched a "wholesale to retail" mode. Especially in recent years, the rapid development of e-commerce has become an important means for enterprises to expand the market. Of course, this has also brought a great impact to offline stores. Therefore, XTEP believes that the future will be an era of no electricity, no business and no electricity. Only when walking online and under the line, can enterprises in the online and offline integration be proud and brave. Therefore, we began to enter the electricity supplier in 2011, and gradually increased the proportion and research and development of the electronic business for the purpose of the design, and implemented the differentiation of products under the line and online, initially showing the parallel development trend of the online and offline businesses. After two years of development, XTEP electricity sales in 2013 has exceeded 200 million yuan, and is expected to exceed 4 hundred million in 2014. 
 fourth is product innovation. .
Product innovation from "P", which is derived from customer psychology, has also benefited XTEP greatly, and has gained a firm foothold in the market. For example, when XTEP was first established, it broke the industry habit of black, white and grey coloured shoes, and adopted a lot of red, yellow and green colors, thus creating an era of full color matching for sports shoes. The revolutionary design of XTEP's "wind and fire generation" sneakers has made the single sales reach 1 million 200 thousand pairs, and this record has not been broken in the Chinese market so far. Now, the wind and fire shoes have been developed into the fifteenth generation and become the typical representative of XTEP brand culture. For example, in 2006, XTEP successfully developed nano silver antibacterial sports shoes, not only was the only domestic sports shoes approved by SIAA in Japan, but also the first generation of nano silver antibacterial sports shoes in the world. It has enhanced the humanization function of health and environmental protection. At the same time, XTEP has added fruit flavor technology in the antibacterial sports shoes to keep the fragrance of fruits for a long time. 
, therefore, XTEP's strategic innovation in different periods and different situations, whether accurate positioning, multi brand operation, quick response and product innovation, makes XTEP people go further towards XTEP dream. These are not only the result of XTEP's arduous efforts and continuous innovation, but also the crystallization of Party committees and governments at all levels constantly releasing reform dividends and supporting the development of private enterprises. The party's the third Plenary Session of the 18th CPC Central Committee opened a new era of comprehensive deepening reform. The Quanzhou municipal Party committee and municipal government are also speeding up the development of the comprehensive reform of the private economy, and inject continuous innovation momentum into our private enterprises. We also need to respond positively and enhance confidence, adhering to the Quanzhou spirit of "fight hard to win", continue to innovate, and embrace development. In order to jointly create an upgraded version of Quanzhou's economy, reform and innovation, < a href= "http://www.91se91.com/news/index_s.asp" > demonstration zone < /a >, eco friendly livable City, we make the "distinctive" contribution of private enterprises. 
At last, I would like to take this opportunity to express my heartfelt thanks to all leaders and friends from all walks of life who care and support the development of XTEP. Wish you all success in the new year and a new career! Thank you! p