XTEP President Ding Shuibo: Focusing On Innovative Multi Brand Operation

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"P style=" text-align: left ", a few days ago, in the" 2014 Jinjiang business and business circles conference ", Ding Shuibo, President of XTEP group, made a speech on innovation, transformation and development of enterprises. < /p >
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< p > "in 1990, the sales volume of XTEP was only 50 million yuan, which exceeded 500 million yuan in 2000, and exceeded 5 billion yuan in 2010, and added a" 0 "every ten years! XTEP people have a" XTEP dream ", that is, we hope to add another 0 to the 2020 to achieve the scale of 50 billion yuan. < /p >
What is the bottom line of XTEP's realization of this great dream? What is p's dependence? Ding's answer is only three words: creativity. < /p >
< p > < strong > precise positioning multi brand operation < /strong > < /p >
< p > idea determines mentality and way of thinking determines outlet. XTEP started late in Jinjiang sports brand enterprises. At first, XTEP focused on foreign markets, and did not start exporting to domestic market until 2000. Ding Shuibo said, "strategic transfer" is easier said than done. Due to 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 href= "http://www.91se91.com/" target= "_blank" > shoes < /a > has been invited to be a spokesperson. < /p >
< p > "how to do it? Experience and intuition tell us that only when we are different from others can we get ahead. Only by differentially locating, can we find the blue market." Ding Shuibo said that signing Nicholas Tse at the time had put the whole price of 5 million yuan into full account. At that time, the profits of a year were only several million yuan, and the cash was not enough, and the factory building was also secured to the bank. It is precisely by virtue of the different endorsement image, by virtue of Nicholas Tse's strong market appeal in that year, XTEP quickly opened the market visibility, and sales also climbed steadily. < /p >
< p > on the other hand, XTEP's multi brand operation and the realization of multiple formats become an important means of XTEP's further development and expansion. "Nowadays, the trend of consumer behavior diversification and consumer market segmentation is more and more obvious. The single product is limited by market capacity, and it is impossible for enterprises to continue to expand. Therefore, XTEP has embarked on extensive and in-depth market research, based on the grasp of market trends, starting from 2011, adhering to the core business continues to grow under the premise of multi brand layout operation to promote diversification of formats. Ding Shuibo said that in 2011, XTEP began to enter the children's market. Now it has exceeded the scale of 200 million yuan and has begun to make profits. In 2013, the XTOP brand was launched, positioning as sports fashion, as an upgrade of XTEP. "These are the strategic layout of XTEP in the operation of multi brand in the past three years. That is why XTEP can still achieve good results in such a depressed macroeconomic environment at home and abroad." < /p >
< p > multi brand format is inseparable from the innovation of marketing mode. "Since 2011, we have 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. Since 2012, the mode of "wholesale to retail" has been promoted. < /p >
< p > < strong > electronic commerce brings change: < /strong > /p >
< p > in recent years, e-commerce has become an irresistible trend. It has become an important way for enterprises to expand the market, and also has a great impact on offline shops. Ding Shuibo believes that the future must be an era of no electricity, no business and no electricity. Only the two legs on the line and under the line can the enterprises be able to laugh and be proud. XTEP has adjusted rapidly, and has entered the electricity supplier since 2011. It has gradually increased the research and development of electronic business style, and implemented product differentiation on line and line. After two years of trial, 2013 has broken through 200 million yuan, initially showing the parallel development trend of online and offline. < /p >
At the same time, the product innovation that originated from customer psychology has also benefited XTEP greatly, and has gained a firm foothold in the market. P "XTEP's" wind and fire shoes "has broken the original industry shoes black, white, gray collocation industry habits, a large number of red, yellow, green, thus creating a sports shoes full color matching era. The revolutionary design of XTEP's "wind and fire generation" sneakers has made the single sales reach 1 million 200 thousand pairs, and no record has been broken in the Chinese market. Ding Shuibo said. < /p >
At present, the Jinjiang municipal Party committee and the municipal government are speeding up reform to inject continuous innovation power into private enterprises. P Ding Shuibo said that XTEP will also respond positively and enhance confidence, adhering to the Jinjiang spirit of "fight hard to win", continue to innovate and embrace development, to jointly build an upgraded version of Jinjiang's economy and make private enterprises "distinctive" contributions. < /p >