XTEP Leads The Sports Apparel Industry To The Age Of Experience

< p > China's rapid economic growth has brought consumption bonus to the garment enterprises. Relying on the strategy of "channel is king", there are sales in all major cities and stores. Many clothing brands have seen the double growth of sales and profits brought by the rapid "channel" expansion, and the market scale has expanded rapidly. < /p >
< p > < strong > > a href= "http://www.91se91.com/news/index_c.asp > > garment industry < /a > the era of" channel is king "ends. < /strong > /p >
From P to 2008, with the further fermentation of the global financial crisis, the gloom of the global economic recession has enveloped all walks of life. As a traditional industry, the spinning and weaving industry is the first to bear the brunt. The domestic sports brand collectively encountered cold winter. In order to reform the channel and digest the stock, the shop closing tide was staged in various sports brands. Lining, Anta, XTEP, 31st degree, PEAK and China are the top six sports brands with over 3000 stores, of which PEAK and Lining have reached 1000 stores in 2012. Following the closing of the store in 2012, the six major sports brands in China did not stop closing stores in 2013. < /p >
< p > annual report shows that as of December 31, 2013, the number of shops in Lining regular stores, flagship stores, factory shops and discount stores was 5915, a decrease of 519 compared with December 31, 2012. In addition, the continuous rise of costs such as store rentals and personnel wages has made the domestic garment enterprises gradually difficult, and the high inventory and profit reduction caused by price competition have made the development mode of "channel is king" in the end. Under heavy pressure, sports clothing enterprises have launched a "tough battle" in transformation, and the enterprise development mode has shifted from the wholesale channel mode to the retail oriented "experience mode", paying more attention to the shopping experience brought by terminal stores to customers. < /p >
< p > < strong > < a > href= > http://www.91se91.com/news/index_c.asp > > XTEP < /a > leading the era of "experience is king" < /strong > /p >
At the beginning of this year, under the background of the international economic recovery, the sporting goods industry also showed signs of recovery. Several major sports brands released the third quarter operation bulletin and the performance of the order quarter in the second quarter of 2014. From the published data, orders and sales have improved significantly, and the development trend of sports goods industry is getting warmer. According to the relevant data, XTEP's first quarter sales in the same quarter increased in 2014. In terms of shops, XTEP did not shut down stores on a large scale, but instead focused on upgrading the same store efficiency. The number of stores this year is expected to remain unchanged from 2013. From the data, XTEP enterprises showed signs of recovery rising. < /p >
< p > XTEP President Ding Shuibo explained that this year is the turning point of group business. Through the efforts of the group over the past 2 years, most of the inventory has been successfully digested, and the marketing mode of "experience king" has achieved initial success. At present, the golden period of extensive development of sports goods enterprises has passed, and sporting goods enterprises must transform from the original horse racing enclosure from the original wholesale mode to a consumer oriented "experiential consumption" mode, from wholesalers to retailers. Only close to consumers, focusing on creating comfortable and happy consumers' shopping experience, can enterprises remain invincible, and the era of "experience king" has arrived. We should be pioneers and innovators. < /p >
< p > May 31st, XTEP Asia's largest sports and fashion experience shop opened in West Roya building, Huang Xing Road, Changsha. The total shop area is over 2000 square meters, divided into three layers, one is a professional product area, the two is a male and female product zone, and the three is children's clothing and theme product area. The whole experience store products include running, campus, urban and many other products. The product has more than 2000 items (SKU), which enables consumers to achieve one-stop consumption experience. In addition, the leisure areas at all levels create a comfortable and relaxing place for consumers, enabling consumers to relax and relax while shopping. Among them, the new AR interactive area in the store is a popular technology of human-computer interaction, which enables virtual and real interaction to bring consumers full technological sense. < /p >
Guo Yizhe, director of XTEP brand, explains that the marketing orientation of retail transformation requires us to pay more attention to the emotional communication with customers and explore their real desire. From the perspective of customers, we stand in the position of customers to examine our brand claims and product services. P The purpose of sports fashion experience shop is not only to sell products, but to let every customer in the shop enjoy the cultural atmosphere of the brand and become the identity and promoter of XTEP culture. This is the reason why we create the experience store under the brand line. Experiential marketing is more direct and effective for brand stickiness and loyalty. < /p >
< p > < < a href= > http://www.91se91.com/news/index_c.asp > experiential consumption > /a > has gradually become an economic form after product economy, commodity economy and service economy. The emergence of experience stores is closely related to the development stage of brands. According to the level of brand development, when the brand has a certain time precipitation and has a relatively recognizable style and attitude, it will develop to the "experiential shop" level. The core value of "experience shop" design is to convey and advocate a lifestyle that represents brand spirit and unique personality and taste to consumers, and is a yearning and expectation for a way of life. At present, domestic shoes and clothing enterprises such as XTEP and Lelang have been gradually testing the water experiential consumption and achieved good results. I believe there will be more and more shoe and clothing brand enterprises open the way of experience marketing in the future, and the marketing era of "experience is king" has come. < /p >
< p > as Ding Shuibo said in an interview, consumers' shopping rules are changing, so our marketing ideas should also be changed. We can only adapt ourselves to new changes as soon as possible, find our own position in the change, constantly innovate and form new advantages, so as to remain unbeaten in the changing market. The development direction of diversification and multi-channel is sure to promote the enterprise to a new height if it is used rationally. The opening of experiential shops may be a good start for XTEP to achieve its goals. < /p >