Li Guanyi Enters XTEP CEO, XTEP Will Usher In A New Revolution.

In 2014, XTEP introduced the new CEO to actively sponsor popular events. XTEP Take a crucial step in transition. Even at 12 o'clock in the evening, XTEP President Ding Shuibo is still discussing with Guo Yizhe, the brand director, about promotion in the coming year. Unlike previous years, the promotion of XTEP in the coming year has intensified, and has entered the stage of "no budget constraint". In the first half of this year, the cost has risen from 9% of the group's total revenue last year to 12.5%.

Not only that, Ding Shuibo let out his original CEO position. In mid September, the new CEO Li Guanyi officially entered XTEP. Li Guanyi served. Adidas ESPRIT and other companies led Adidas North District to achieve business volume from 700 million yuan to 3 billion 300 million yuan. Although Li Guanyi is still in the familiar stage of XTEP, new professional managers have begun to agitate the original family management system, and a new self change has begun quietly inside XTEP.

In addition, in the product positioning, this brand, the first to start with entertainment stars, has begun to explore new paths after working successfully with entertainment stars such as Nicholas Tse and Han Geng. Unlike other sports brands, XTEP, after having the attributes of "fashion leisure sports", began to focus on the world's first sports soccer, such as sponsoring Premier League teams Bermingham, Villarreal in the Spanish League, and the newly promoted Shijiazhuang Yongchang heroes, who even sponsored the college football league.

However, a reality is that although XTEP has many football sponsorships, its sales in the field of football can be ignored. All sponsors and investments are mainly for brand promotion. More importantly, these sponsorship fees and CBA Compared with the cost of hundreds of millions of yuan, the cost of basketball sponsorship is only $10 million, and it can not be compared with the 1 billion sponsorship cost of Hunan satellite TV.

In fact, XTEP's current changes are particularly similar to those of Anta in the 2008. At that time, Anta Zheng Jie, who came out of Adidas, and Zhang Tao, who worked in Lenovo and Wanda, Dalian, joined the two new professional managers and the brand remodeling after Anta, laying the foundation for the company's crazy development since then. Anta finally surpassed Lining in 2012 and became the first sports brand in the country.