Interview With XTEP International Chief Financial Officer And Company Secretaries He Ruibo

< p > "the inventory of the industry has basically been cleared now. It is expected that the second half of this year will gradually improve and the recovery will be achieved next year."

He Ruibo, chief financial officer and chief executive officer of XTEP international, said in an interview with reporters that the company has completed the adjustment of its overall business structure through measures such as digesting inventory, focusing on running shoes, stepping into children's products and outdoor products.

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< p > XTEP annual report 2013 shows that the company achieved operating income of 4 billion 340 million yuan, down 21.7% compared to the same period last year, net profit 606 million yuan, down 25.2% compared with the same period last year.

This figure is not ideal. < a href= "http://www.91se91.com/news/index_c.asp" > he Rubo < /a > explains that the company has made many adjustments in the past two years, and completed the adjustment last year. This year basically maintains the current number of shops and product mix, and is expected to improve at the end of this year.

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< p > has experienced the change of high expansion and high inventory in recent years. The development trend of < a href= "http://www.91se91.com/news/index_c.asp" > sports brand < /a > has slowed down.

In He Ruibo's view, the two digit growth of sports products should be normal, and the growth rate can be maintained at more than 10%, but the growth of more than twenty percent is relatively reluctant.

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Zhang Qing, President of the key sports value research institute, believes that it is difficult to achieve two digit growth in the short term. This year is a critical turning point. The adjustment of brands is the foundation for the recovery and growth of the next few years. P

In this adjustment, Anta, XTEP and Lining belong to the first tier.

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< p > 2013 < a href= "http://www.91se91.com/news/index_c.asp > > XTEP shoes > /a > the proportion of income increased to 51.8% is the result of adjustment. He Ruibo said:" the market reflects that shoes sell well, and we increase the proportion of shoes, and the proportion of corresponding income has also increased. "

Focusing on running shoes is the main measure of XTEP in shoes. At present, XTEP sports function products account for 45% of the total, and running shoes are the key products of functional series.

He Ruibo said that the choice of running shoes is mainly based on running sports and more people's long-term considerations. With the growth of running shoes category and demand, the proportion will continue to increase in the future. "No matter when, running shoes will be the first product of the company".

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< p > nearly two years, the domestic running tide is rising, and many sponsorship figures can be seen in many running events.

"XTEP's choice is very good. We have caught the running."

But Zhang Qing expressed concern that XTEP had sponsored many competitions, but lacked the investment in the core technology of running shoes, and invested more in advertising and marketing, and lacked attention and interaction with heavy users.

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< p > besides running shoes, XTEP also involves children's products and outdoor products.

In terms of children's products, XTEP increased its sales of 150 children's products last year, and its revenue in children's series and other products increased by 114.9% over the same period last year.

He Ruibo said that children's stores are the focus of next store growth, and the number of children's stores will grow by more than two digits in the next few years.

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< p > in terms of electricity providers, XTEP's current sales share is only 1%, He Ruibo said, after the electricity supplier channel is mainly used for inventory, at present inventory pressure basically eliminated, the company speed up the launch of the Internet version for young people.

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< p > it is worth noting that XTEP has about 200 overseas retail outlets last year, doubling its number in the previous year.

The acceleration of overseas layout did not bring much feedback on performance, He Ruibo said.

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