Ding Shuibo: XTEP'S 3+ Strategy

From "XTEP's unconventional sense" to "China's first sports and fashion brand", XTEP has been persistent in the road of self development. After signing a strategic partnership with express delivery trousers, Shun Feng express, XTEP CEO Ding Shuibo has received a special interview with the Global Times reporter.

On the same day, Ding Shuibo wore a glowing red lattice shirt and came to the stage with vigor. "In the course of enterprise development, XTEP never lacks foresight, and never lacks the courage to brag before the world, and never lacks the ability to integrate new forces."

He used this sentence to draw the "3+ strategy" of XTEP's return movement: Product + sports + Internet +.

"3+" strategy: strategic pformation is from product to consumer demand.

In fact, as early as the June 18th XTEP Q1 2016 commodity ordering meeting, XTEP launched the 3+ strategy, known as "the latest change strategy of the group", aiming to push the company's products, sales and after-sales services to a new and higher level.

"Product +" bears the brunt of performance, technically enhancing the professional function and performance of the product, and introducing smart shoes (including children's Series), high-end running shoes and enhanced football equipment.

"Sports +" includes two points. One is to expand the scope of sports business, such as sponsorship and sponsorship, and the two is to extend public sports services such as running training, football training and even medical rehabilitation services.

"Internet +" involves strategic partnership with the mainstream Internet platform; big data analysis and application; O2O platform construction; cloud computing technology application; and supply chain optimization and rapid response products.

Dante Shui stressed that XTEP's 3+ strategy is actually just a line: consumer demand oriented.

In his view, the era of products being king has passed, and now it is "consumer demand".

XTEP, which has never left the sport, sees the needs of mass sports consumers: running and football.

When 3+ strategy is put forward,

The first move was to sign a memorandum of strategic cooperation with Chi Mei. The specific cooperation includes: the commercial cooperation of the marathon series, and the establishment of a sports event operation company.

"13 of the 50 marathon events now filed by the state are sponsored by XTEP."

Ding Shuibo introduced, but obviously he was not satisfied with just the role of the sponsor.

"Why do we want to cooperate with Chi Mei? We need to strengthen XTEP's brand identity by hosting events, and further discover and tap the needs of consumers."

This leads to XTEP's recent products.

Comprehensive upgrading of functions, such as shoe nests, power nests, shock absorber and gas energy ring, and other technologies, such as seamless, cool and dry seconds, can improve athletic performance and give priority to comfort and protection.

In addition, XTEP expects to launch its running equipment for high-end market in the second half of the year.

And strategic cooperation with SF is an important step for XTEP in the Internet + strategy.

"We produce 30 million pairs of shoes and clothes a year. If consumers can enjoy the ultimate experience, we are willing to pay for warehousing and logistics.

At the same time, we have so many stores, we can build O2O platform.

And these 30 million pairs of shoes and shoes can also give consumers big data such as demand and sports health to us through the Internet.

In this way, around the consumer demand, XTEP's "3+" has formed a closed loop.

XTEP electricity supplier: running APP will double the 11 sales target doubled this year.

In the conference signed with Shun Feng, XTEP electric general manager Xiao Lihua cited awards and sales results to prove that XTEP is currently the whole network.

The first sales brand shows XTEP's various races: marathon running, color running and night running.

XTEP even created a running department, and planned the "3.21 Running Festival" which was jointly called on line and online.

Xiao Lihua said that the creativity of "3.21 Running Festival" came from the countdown of 3, 2, 1, and double 11, and it is worth mentioning that in November 11th it was Ding Shui Po's birthday.

"We will probably launch a running APP in two months. This APP will have information on running events, knowledge and skills in running, and we will also recommend XTEP running gear to form a closure."

Xiao Lihua revealed.

This is just XTEP 3+ strategy "sports +" in its

An embodiment of the end.

Xiao Lihua continues to introduce: "product +, for example, smart shoes are proposed by the electricity supplier department.

And for the sports function products, the electricity supplier side can also do the same price, and even set up a special product line.

At the end of "Internet +", Xiao Lihua has more affairs to deal with.

He first faced the challenge of double 11 this year.

"In the traditional sense, we basically started to prepare double 11 from the first half of April, and XTEP began to prepare from September last year. The good idea that we did not do well last year can be better achieved this year."

XTEP's good idea is that this year's double 11 will bring local stores to pick up goods, which will be an important step for XTEP to step out on O2O.

"We will try gradually in 7, 8 and 9 three months."

Xiao Lihua said: "to give consumers the ultimate experience, double 11 sales doubled at least."

Hand in hand, Shun Feng: non ordinary happiness pass, reserve imagination space.

At the end of Shun Feng, Xie Qunchao, a key sales vice president of logistics and business group, told XTEP that they had "great challenges".

But this is the pursuit of the extreme experience, which has contributed to the deep cooperation between the two sides.

First of all, the two sides will start the related business of warehousing, logistics and other related businesses nationwide. It is expected that in the middle of 7 months, all orders on XTEP online will be fully delivered by SF express. Besides special areas, consumers will enjoy "the next day" or even "when the day reaches".

Beyond the term "the ultimate experience", Xie Qunchao and Xiao Lihua mentioned another word more frequently: "imaginary space".

Both sides need to create more interesting "surprise" schemes.

For example, the upcoming Valentine's day, XTEP will launch the theme marketing campaign jointly with Shun Feng warehouse.

"We may attach a rose with water droplets in the package, or maybe the handsome Shufeng express guy will send you a confession."

It's possible. "

With the theme of "delivering non ordinary happiness experience", Xiao Lihua said that based on this in-depth exchange, exploring the innovative application of service mode and data, the two sides will make more beneficial attempts around consumer experience innovation and supply chain mode innovation.

This will not only greatly improve the online and offline linkage, but also provide a strong support for users' better experience.