How Did XTEP Increase Zero In The 10 Years Of Pformation?

"Some people say that we should maintain the status quo.

I think there is no "maintenance" theory, because the market is changing and the industry is changing.

To sail against the current and not to advance is to retreat. Only change can bring new opportunities to enterprises.

Either excellent or out, we must be excellent! "At the strategic meeting in early 2015, Ding Shuibo, President of XTEP (China) Co., Ltd. said.

In fact, Ding Shuibo has been playing the role of "innovator" in XTEP. With the change of the environment and market situation, we dare to take the opportunity to make great changes.

This has also led XTEP in the industry to lead it again and again.

Trend.

Transformation of brand positioning: returning from fashion to sport

In 2001, as the first enter of China's domestic market of sporting goods industry, Ding Shuibo took the unique vision to take the lead in putting forward the orientation of "fashion movement".

Unlike other sports brands that invite sports stars to endorse their industry tradition, Ding Shui Bo has invited huge entertainment funds to invite entertainment stars Nicholas Tse to endorse XTEP. Countless shops that have launched Nicholas Tse posters have been spread across the country, and the "wind fire shoes" endorsed by him has also created a single industry selling myth of 1 million 200 thousand pairs in a single season.

The strategy of differentiation led XTEP to surpass many powerful competitors and quickly become one of the first group of China sporting goods industry.

Entertainment marketing played a great role in promoting XTEP at the beginning of its founding. Dante Shui soon realized that sport is always the fundamental attribute for sporting goods brands.

Since 2005, XTEP has launched the "entertainment + sports" dual track marketing mode, and the brand focus has gradually tilted to the sport. In the same year, it seized the resources of the tenth People's Republic of China National Games and broke the international brand monopoly of high-end domestic competitions.

Since 2007, it has made frequent efforts in the field of road running. It has successfully sponsored over 20 running events such as the Hongkong marathon, Taipei marathon, Xiamen marathon and Guangzhou marathon. It has become the sport brand of the Greater China area with the largest resources of Marathon and the leader of Chinese running.

At the same time, XTEP also actively participated in the development of campus football, continued to name the Chinese University Football League, the Chinese University Futsal League, and signed the Villarreal and sponsorship star soccer team, becoming an important promoter of football.

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In 2008, Ding Shuibo led XTEP international to visit Hong Kong stocks, all along the way, went against the market, and won the "most investment value listed company (BIVA)" award in 2015.

In early 2015, Ding Shuibo, 45 years old, made the first official proposal that XTEP should "return from fashion to sports" in front of more than 3000 dealers. This is undoubtedly a major change in XTEP's development history.

Ding Shuibo said: "XTEP as a sports fashion brand, we have done a good job in sports life, now we must strengthen sports professional."

Strategic pformation of enterprises: "3+" strategy

At the strategic level, Ding Shuibo also looked forward to his vision. In 2015, he led the team to work out a new and perfect development plan, that is, the "3+" strategy with the core of consumer experience.

"Product +", upgrading products, and "sports +", integrating products and services;

"In line with lifestyle trends, online and offline interaction is sufficient.

In this strategic layout, Ding Shui Bo intends to push the company's products, sales and after-sales services to a new and higher level. This is XTEP's development plan and the expectation and promotion of the upgrading of China's sports industry.

Product +: "we need more professional sports equipment in the functional attributes of products."

Ding Shuibo believes that in the return movement, products will play an important role, and the company will put more strength into the development of running products.

At present, XTEP's main technology platform has three power nests, shock absorber and gas ring. In the future, it will continue to enhance its performance and enhance its comfort and protection performance, and upgrade the professional functions of the products. Clothing will be applied internationally, including SAST technology, such as seamless, cool and dry seconds.

In addition, XTEP is looking at the trend of wearable device development in the smart market, increasing R & D investment, designing and developing smart products (including children's Series) based on the concept of Internet of things, and will soon introduce high-end market.

Demand for professional and intelligent running shoes, and vigorously develop campus football and enhance football equipment.

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Sports +: in the background of vigorously supporting the sports industry in the country, XTEP will expand the scope of sports business and provide seamless one-stop industrialization management of products and services.

Ding Shuibo and XTEP saw the rising demand for health and participation in the public. In the next strategy, we will strengthen strategic investment in sports events, enrich the types of competitions, and enhance the participant experience and XTEP brand identity through sponsorship and operation.

Besides, XTEP will pay more attention to event services and provide experience and training services for sports enthusiasts, such as running training and football training.

At the same time, it will be further extended to medical and rehabilitation services.

Internet +: today's Internet is building a new business space.

For Ding Shuibo and the developing XTEP, it is a greater opportunity.

In the past Tmall double eleven shopping Carnival Party, as the sole sponsorship partner of footwear industry, XTEP has made a perfect combination of sports, entertainment and electricity providers, and has created a 360 degree consumption scenario for consumers.

XTEP on that day

Sales in a short time, breaking 100 million, has become the forefront of the industry's single network sales.

However, Ding Shuibo's ambition of "Internet +" is more than that. In the next strategy, XTEP will continue to lay out the Internet platform, use the information interaction and communication of the Internet, record the health data of users during movement, and analyze it; establish O2O platform, so as to achieve two-way Online and offline interoperability; with cloud computing technology, unified information level, and seamlessly link with the operation platform; and optimize the supply chain, fast reverse products, etc.

Transformation of corporate structure: change starts from itself.

"Since XTEP wants to change, the boss must first change, first change himself."

Ding Shuibo's courage and determination to change are very thorough.

This year, Ding Shui Po optimizes the internal division of labor and concentrating on the strategy of enterprise development.

In addition, the global recruitment of design and management elite, and based on the "runners preferred brand" category strategic objectives, specialized in the establishment of the running department.

The new business unit adopts the single line management mode to cooperate with other departments to concentrate resources and rapidly enhance the business ability of running categories, so as to ensure that the brand and product concepts are perfectly presented at the terminal and give consumers the best sports experience.

In addition, the running department will also focus on building a new running platform and a complete closed loop for running ecology: building running communities and special running App on line, actively developing the runner Club under the line, providing a full range of experience and services, and improving product and brand value online and offline.

A series of changes in the field of running reflect the ambition of Ding Shuibo and XTEP in running and even the whole industry.

At present, the important task faced by Ding Shuibo and the team is to accelerate the deepening of pformation and magnificent pformation.

Obviously, Ding Shuibo has successfully found the way.

Change is deepening, and his goal for XTEP is clearer.

"Our company was established in 1987, and it increased to 5 million in 1998, and increased to 5 hundred million in 2000. It reached 5 billion in 2010, and it increased by 10 in the next 10 years.

So, I firmly believe: by 2020, we will be higher and better.