Footwear Brand Opens "+" To The Whole Sports Industry Operation

From equipment production to event operation

A few days ago, XTEP international and Chi Mei Group signed a memorandum of strategic cooperation. The two sides will set up a joint venture to operate in the event.

In depth cooperation in the market development of innovative sports equipment and the integration of industrial chain layout, which marks the two leading companies in the field of integrated operation and sports equipment, will further integrate their respective advantages and jointly complete the overall layout of the sports culture industry chain.

The strategic memorandum of cooperation signed with XTEP has enabled Chi Mei to enter the field of sporting goods marketing from sporting events to achieve closed-loop operation from online to offline, from events to products.

For XTEP, we can further expand the development and diversification of sports products and business with the help of Chi Mei's strong operation ability and professional knowledge. When we improve brand awareness and enter the high profit field of sports event operation, we can not only save advertising costs, but also create our own advertising platform.

It is understood that in 2014, Chi Mei Group's operating income was about 250 million yuan, an increase of 148.7% over the same period last year, and the gross profit of sporting events reached 150 million yuan, up 117.3% over the same period last year.

From the above two data projections, the gross profit margin of event operation is about 60%.

"In the past, for sports marketing, XTEP had to spend money on these running events, and then put in corresponding marketing costs.

Now, after joining with Chi Mei, XTEP will also enjoy the dividends behind the event if it is invested in running events.

Insiders said.

Similarly, in view of the cooperation between the tigers and the tiger sports in the early years, an institutional researcher familiar with the "bird of honor" said in an interview with relevant media: Tiger sports is mainly running small basketball matches, and also participates in many other commercial competitions. This is the main reason why the company is optimistic about the company.

Get through the sports industry chain upstream and downstream

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The cross boundary cooperation between XTEP and noble birds is not only a product development, but also a complete layout of the sports industry chain.

From the cooperation between XTEP and Chi Mei, this is the attempt of XTEP to realize the product to the event operation and enter the closed loop business mode of sports goods marketing.

With this cooperation, XTEP has expanded its scope of sports business, and will provide seamless one-stop industrial management of products and services in the future to enhance brand image and reputation.

Integrate into the "3+" pformation strategy, upgrade the products in all aspects, and become a strategic partner with the Internet platform, establish a O2O platform, and open up online and offline businesses.

Formally established in June 30th, the TheArena Capital, a sports industry investment fund with a total scale of 2 billion yuan, was founded by the joint venture of human resources, tiger sports and Jing Lin investment. It also covered all aspects of the upstream and downstream industries of the sports industry chain.

It is understood that mobile capital investment strategy is "sports + Internet + technology", investment stage will cover the early stage, growth period to the market before, investment direction includes Internet + sports,

Sports service, intelligent equipment, sports training, venue service, sports events organization and sports industry subdivision.

For this cooperation, the bird in the announcement said: as the commanding height of the sports industry chain, it can be said that the resources will get the future. As an entry, the company can enjoy the investment income from the great prospect of the domestic sports industry.

In fact, investing in tiger sports from the beginning of the year to the establishment of sports industry investment fund has shown that the pformation from traditional sporting goods enterprises to sports and Internet industry chain service enterprises.

Lin Tianfu, chairman of the company, also announced publicly that the company strategy has been upgraded from "sports shoes and clothing manufacturing and brand management" to "full sports industry operation".