Ding Shuibo, President Of Special Step: Innovation Drives "Special Step Dream"

?　　 Coexistence of differentiation and diversification

"In the increasingly competitive market, enterprise It is not easy to survive, and it is more necessary to develop real skills. Therefore, enterprises must constantly consolidate and enhance their core competitiveness in order to survive and develop in the market competition. " Ding Shuibo said that for Special Step, its core competitiveness comes from continuous innovation.

Ding Shuibo believes that only by differentiated positioning can we find the market blue ocean. For example, when the "XTEP Special Step" brand was given the position of "fashion sports", the brand spokesperson turned to entertainment stars. "Since then, Tebu has relied on fine, accurate and differentiated location We have gradually found a development path of "fashion+sports", and constantly optimized, adjusted and upgraded it. We have determined the special step brand culture with the core value of "happiness, self-confidence and freedom" to show the spirit of sports and fashion. " Ding Shuibo.

If the differentiated positioning enables Tebu to complete the strategic transfer from export to domestic sales, laying a solid foundation for subsequent development, then the diversified brand operation provides a strong impetus for Tebu to become bigger and stronger. In 2011, Special Step began to enter the children's market. At present, it has exceeded the scale of 200 million and started to make profits. In addition, it launched the "XTOP" brand in 2013, which is positioned as sportswear, as an upgrade of "XTEP".

　　 Double innovation of marketing and products

As the saying goes, "fast fish eat slow fish". In the same way, enterprises must always keep a fast pace with the market reaction capacity Can have obvious speed and time "potential energy", and can survive and develop.

In Ding Shuibo's opinion, the development of the special step cannot be separated from the innovation of the marketing model. "In recent years, Tebu has made bold explorations in the marketing model. Our innovation in the marketing model is to open up the direct channel between the production back-end and the market front-end. Therefore, since 2011, Tebu has gradually increased the proportion of direct marketing, increased the 'big customer' model, and is directly managed by the group. The starting point is to maximize the relationship between enterprises and market Distance. "

In 2011, Tebu began to enter e-commerce, and gradually increased the research and development of e-commerce specific styles, and implemented the differentiation of online and offline products. After two years of attempts, the e-commerce sales of Tebu exceeded 200 million yuan in 2013, initially showing a trend of parallel development of online and offline.

However, whether online or offline, the most important link still lies in the source -—— product Ding Shuibo believes that only by continuously using new technologies to meet customers' actual needs and solve customers' actual problems can enterprises better lock in and constantly expand their customer groups. Ding Shuibo introduced that the revolutionary design of the "Hot Generation" sneakers has broken the industry habit of matching black, white and gray sneakers, making the sales of single sneakers reach 1.2 million pairs. This record has never been broken in the Chinese market.

"Whether it is precise positioning, multi brand operation, or quick response, close to fans, it is the strategic innovation of Tebu in different periods and situations, which makes Tebu people take further steps towards realizing the" dream of Tebu "." Ding Shuibo said.