Ye Qi: A Sports Brand Will Never Fail To Be Professional.

Before joining XTEP, ye Qi has been tossing in circles in the sporting goods industry. He has worked for Lining, Anta, Conway and other enterprises. He has also created a business management company. He laughs that he likes to do something dynamic.

In 2001, as XTEP pioneered the new mode of entertainment stars endorsing sporting goods, XTEP brand created a fashionable, rebellious and independent tonal. XTEP's "wind and fire generation" sneakers also sell well with Nicholas Tse's endorsement. The strategy of XTEP brand differentiation started here.

Over the past decade, XTEP has been walking on the road of sports fashion hall. The better understanding of the marketing principles of Ye Qi will lead the industry after continuous adjustment.

Embracing "Internet +" will also play a "big game" of "sports brand return to professional sentiment" for the industry.

A few days ago, 17 years later, I returned to Fujian.

At the beginning of the curtain in Fuzhou, Huang Lisheng, Gao Yan's champion Wu Min, Silk Road Runner Bai Bin and Sean run fast Wang Xiaogang and other famous running circles gathered together to practice gymnastics, teach professional running shoes and share professional knowledge of running.

"Our consumers' awareness of consumption in health and fitness has been increasing. Especially in the field of running, more and more consumers are gradually developing from beginner runners to entry-level and advanced runners, which requires us to maintain our products.

Under the premise of strengthening professionalism.

Ye Qi said, "the mainstream market of XTEP's sports products has entered the new stage of" quasi sports + fast fashion "through the stage of" light sports + light fashion ".

There is no way to describe the limits of the human body and the spiritual encouragement to the human body. It is the basic consumers who learn from the professional consumers, and the professional consumers learn from the professional consumers. If they only do recreational activities, the spirit of fighting will gradually fade. Especially with the improvement of people's living standards, the proportion of such a competitive sport will become bigger and bigger, not getting smaller and smaller.

XTEP originally advocated the fashion movement, now return to pure sports, fashion sports entertainment sports will do, in fact, exercise is only one of the essence is to strengthen physical fitness, challenge the potential of the body itself.

Ye Qi said.

Thus, the professional demand in this area promotes the recovery of the whole industry, while XTEP focuses on developing the "sports +" gene in training the future competitiveness of the industry. This requires us to start from the use scenarios and consumption occasions of the runners, enhance our brand experience in the retail terminal, improve the service of all runners in our brand, and rebuild the marketing system with the user's thinking. In the future, the marketing concept of "sports +" will create the core competitiveness of the enterprise.

Ye Qi said.

"But sports + also needs more creative ideas to add fresh content to the consumer experience, such as the" 96 hour challenge 1000 kilometers "last year, and this year's" women pink "marathon, and other fresh and interesting games, which are added to the consumer's social needs in addition to sports equipment and sports experience, based on the social needs of running friends, based on the needs of women running fitness and shaping.

Ye Qi told reporters.