XTEP Vice President Ye Qi: Brand Represents The Way Of Life.

As a sports brand, XTEP did not choose sports stars, but chose entertainment stars to endorse.

For this choice, ye Qi said that the background was the endorsement of sports stars, which has been very common and a little more famous.

With the endorsement brand, it is impossible for us to take this road further.

The reason why Nicholas Tse was chosen successively is because he has an alternative feeling and is healthy.

With the popularity of Chariene Choi, pop teacher Jolin and sunshine boy Willber Pan, XTEP's personality, fashion and unique brand image are more popular among the people.

Apart from products, what is more important is that

Because the brand represents the cultural connotation and the choice of lifestyle, what brand to wear is, to a certain extent, equivalent to putting a business card on the forehead.

"When the market competition is the most intense, the only difference is the brand. The brand represents a way of life. Choosing Nike means choosing the American way of life.

It is to choose the spirit of German chariot; to choose XTEP is to choose the fashion movement.

Ye Qi said.

"If a brand can't agree with these two points, sales will be difficult.

So far, the product is more tracking, and has its own connotation in the brand, but has not yet reached the ideal state.

Ye Qi said.

"The core of XTEP beyond other brands is to combine fashion and sports into a fatal differentiation."

Ye Qi summed up the success of XTEP's brand, which corresponded to the fact that XTEP's brand logo is also a rebellious "fork". XTEP's return to professional change is beginning.

"Because of the nature or movement, the pformation direction of XTEP brand is to return to sports. We mainly choose two, running and football.

The first is running in professional projects. Running is the most popular sport nowadays, with the largest market space and the largest number of consumers.

You can run alone at home, or you can run with tens of thousands of people. It has no restrictions on the venue and no age threshold. XTEP is optimistic about China's running market.

In fact, XTEP started working step by step a few years ago, so in 2014, XTEP sponsored 11 marathons.

Ye Qi introduced.

"The second is to do campus in entertainment, so all the competitions and sponsorships we have in the field of football are related to the campus. We are not doing national football teams, but getting involved in the" campus football "which is more grounded. Because I believe that football will definitely develop in China in the future, which must have been cultivated from the campus first.

Ye Qi said.