XTEP President Ding Shuibo: Innovation Driven "XTEP Dream"

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< p > < strong > difference and diversification coexist < /strong > < /p >

< p > "in the increasingly competitive market, it is not easy to survive" a href= "http://www.91se91.com/pioneer/" > Enterprise < /a >.

Therefore, enterprises must constantly consolidate and enhance their core competitiveness so as to survive and seek development in the market competition.

Ding Shuibo said that for XTEP, XTEP's core competitiveness comes from a continuous stream of innovation.

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< p > Ding Shuibo thinks that only by differentially locating can we find the market blue ocean.

For example, the position of "XTEP- XTEP" brand "fashion movement" was given, and the brand spokesperson turned to entertainment star.

"Since then, XTEP has gradually found a way of" fashion + sports "with its fine, accurate and differentiated" a href= "http://www.91se91.com/pioneer/" /a ", and has constantly optimized, adjusted and upgraded. It has identified XTEP brand culture with" happy, confident and free "as its core value, showing the spirit of movement and fashion.

Ding Shuibo introduced.

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< p > if differential positioning allows XTEP to complete the strategic shift from export to domestic sales and lay a good foundation for further development, the operation of diversified brands will provide a powerful driving force for XTEP to become bigger and stronger.

In 2011, XTEP began to enter the children's market. Now it has exceeded 2 hundred million and has begun to make profits.

And also launched the "XTOP" brand in 2013, positioning as sports fashion, as "XTEP" upgrade.

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< p > < strong > marketing and product double innovation < /strong > < /p >

< p > as the saying goes, "fast fish eat slow fish".

In the same way, only by keeping the market fast, < a href= "http://www.91se91.com/pioneer/" > /a >, can enterprises have the potential energy of speed and time before they can survive and develop.

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< p > in Ding Shuibo's view, the development of XTEP is inseparable from the innovation of marketing mode.

In recent years, XTEP has made bold explorations in marketing mode.

Our marketing mode innovation is to get through the direct access to the back-end and market front-end of the production.

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 enterprises and < a href= "http://www.91se91.com/pioneer/" > market < /a >.

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< p > 2011, XTEP began to enter the electricity supplier, and gradually increased the research and development of electronic business dedicated style, and implemented product differentiation on line and offline.

After two years of trial, XTEP electricity sales in 2013 exceeded 2 hundred million, initially showing the parallel development trend of online and offline.

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< p > however, whether online or offline, the most important link still lies in the source -- < a href= "http://www.91se91.com/pioneer/" > Product < /a >.

Ding Shuibo believes that only by continuously using the new technology to meet the actual needs of customers and solve the practical problems of customers, can enterprises better lock up and expand their customer groups.

Ding Shuibo introduced that XTEP's "sports fire generation" sneakers, with its revolutionary design, broke the industry habit of black, white and grey coloured shoes, making the single sales reach 1 million 200 thousand pairs, and this record has not been broken in the Chinese market until now.

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< p > "whether it is precise positioning, multi brand operation, or quick response, close to fans, is XTEP's strategic innovation at different times and under different situations. It makes XTEP people go further towards XTEP dream".

Ding Shuibo said.

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