Ding Shuibo: XTEP Moves Back From Fashion To Sports

Although XTEP put forward "returning from sports to sports", they can not give up their fashionable attributes from their spokesmen such as star Li Yifeng and Lin Zhenna (NANA), but the Brand Company, who has been focusing on fashion movement, has begun to concentrate more on sports.

After the interview, it was 10 o'clock in the evening. XTEP President Ding Shuibo sat on the downstairs elevator of Century Towers. The pparent elevator could reflect his face.

He took a look at the mirror and found that there were several white hairs and some messy hair on his head.

Ding Shuibo took a quick cut.

Although it was 10 o'clock in the evening, Dante wave had to go to the "Xiamen Convention and Exhibition Center" not far from Century Towers. This landmark building on the north side of the island road is very representative because it is the starting point and end point of the Xiamen marathon race. "Xiamen"

But for Ding Shuibo, it has another meaning.

Because XTEP's Q3 order will be held here in 2015.

For this order meeting, Ding Shui Bo went through the final inspection rehearsal in the past.

Ding Shuibo needs a stage.

On the second day, Ding Shui wave got up very early, and took a short haircut, looking more spiritual and young.

The order will start in the afternoon.

When the host introduced Ding Shuibo to speak, he trotted onto the stage. He picked up the microphone and introduced his top management team in a standard Mandarin.

On the stage are about 3000 dealers from all over the country. They all come to XTEP's order meeting.

In the 40 minute speech, what Ding Shuibo said most was "reform".

The product line can be divided into three categories: sports performance, sports life and sports fashion.

Athletic performance includes footwear.

The running series with accessories, sports activities including leisure series of footwear and campus series of clothing and accessories, while XTEP's main sport sport is at the end, which includes the urban series of footwear, clothing and accessories.

"Now all the topics in our company are talking about how to change and how to pform. This is what our group has been talking about and doing in the recent year, including next year."

Ding Shuibo emphasized two key words on "lazy bear sports": "pformation and pformation."

In the face of the 3000 most important dealers in XTEP, Ding Shuibo talked about the three step reform of XTEP.

The most important first step is to speed up the pformation and upgrading of channels, and recommend channel pformation in four steps: nationwide stores inventory, national store upgrading, channel structure adjustment, and store upgrading.

The second step is to enhance the coverage of high-end cities: enhance the coverage of Shoppingmall, department stores and shopping malls.

The third step is to establish a commodity circulation channel to solve the inventory problem in an all-round way.

"

The first is brand, the second is product, and the third is retail pformation.

Ding Shuibo said to lazy bear sports.

In order to reform, XTEP has made three adjustments in terms of management, and 1. has strengthened the retail support construction: increasing the retail team at headquarters, increasing the agent's retail support; and 2., adjusting the system directly to strengthen the retail and execution efforts.

3. set up a running department.

"We used to (after delivery, no matter what) the good days are over."

Remind XTEP employees to speak with their dealers.

It can be seen that XTEP entered the reform period, and everyone entered a critical moment of pformation.

At the dealer conference, the 45 year old Ding Shui Bo first put forward the slogan of XTEP to "return to sports from fashion movement". Under this positioning change, XTEP will carry out all aspects of pformation in management structure, design and channel.

"XTEP as a sports brand, the concept of life is very good, but we must join the sports industry."

Ding Shuibo said.

It's not easy.

You know, the Jinjiang brand, the first export brand, has never made such a big change in the more than 10 years since it was renamed XTEP.

"Here, for the first time, I officially announced that XTEP will return to sport from the fashion movement," Ding Shuibo said in front of 3000 dealers.

In fact, according to the lazy bear, before the declaration, XTEP's internal reform has shocked all levels.

For example, in order to achieve this change, Ding Shuibo has made his CEO position come out. His explanation is, "since XTEP wants to change, the boss must first change, and first we must change ourselves."