XTEP: From Product To Event Operation And Training

With the expansion of sports industry market scale, from last year,

The development of Jinjiang sporting goods enterprises in the sports industry chain layout is also more and more deep.

From the field of products gradually to sports competitions, sports training and other fields, the overall layout of the sports industry chain upstream and downstream, from sports manufacturing to sports service industry, also laid the foundation for Jinjiang to build a sports city.

From product to event operation and training

After three consecutive years of decline since 2011, in the 2015 performance report not long ago,

Revenue and net profit finally rose again, and net profit rose by 30%.

Selling equipment and racing has become one of the important reasons for XTEP's revenue growth in 2015.

Last June, XTEP announced that it was in deep cooperation with the master sports event group to organize sports operators and operate independently with the wisdom group to run the marathon of the city series from 2015 to 2017.

This cooperation enabled Chi Mei to enter the sporting goods marketing field from the event operation, and realized the closed-loop operation from online to offline, from event to product.

For XTEP, it can further expand the development and diversification of sports products and business with the help of Chi Mei's strong event 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, but also create our own advertising platform.

Similarly, after buying the ownership of the Spanish football brand Carle Mei in China, Carle America (China) Limited also expanded from football sales to the field of football training.

At present, it has cooperated with the education departments and sports schools of many provinces in Fujian, Guangxi, Henan and other provinces. The cooperation includes the training of football coaches, football training camps, campus football competitions, excellent players selection and pportation.

"We hope to build a youth soccer industry chain in the future, integrate the" football training base ", excellent football coach team, excellent young children and so on, and let Carle US brand influence penetrate into all the market areas.

Carle, the United States responsible person said.

And last year, you joined the China University Student Sports Association and China Middle School Sports Association, and set up a special company, "Pao Si Si", which mainly carries out campus competitions, sports events and sports training.

Get through the sports industry chain upstream and downstream

From XTEP,

As for sports brand's cross boundary layout, besides the expansion from the product field to the operation area, it is the ultimate goal to achieve the complete layout of the sports industry chain upstream and downstream.

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. In the future, it will provide seamless one-stop industrial management of products and services, enhance its brand image and reputation. At the same time, it also proposes sports +, product +, Internet +, integrated into the "3+" pformation strategy, carries out the functional comprehensive upgrading on the product side, and becomes a strategic partner with the Internet platform, establishes the O2O platform, and opens up the online and offline businesses.

Founded in June last year, the TheArena Capital, a sports industry investment fund with a total scale of 2 billion yuan, was founded jointly by the precious bird stock, tiger sports and Jing Lin investment. It also covered all aspects of the sports industry chain upstream and downstream.

It is understood that mobile capital investment strategy is "sports + Internet + technology", investment stage will cover the early stage, growth period to Pre-IPO (before listing), investment direction includes Internet + sports, O2O sports services, intelligent equipment, sports training, venue services, sports events organization and media and other sports industry segments.

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 brought by the great prospect of the domestic sports industry, and it can also cooperate with the existing layout in various ways, so as to make the sports industry layout go up to a higher level.

At present, domain capital has invested in more than 30 projects, including knowledge of emperor Di and tiger run.

By investing in the upstream and downstream sports industry chain, the "noble bird" has upgraded from "traditional sports shoes and clothing manufacturing and brand management" to "sports industry group based on sports apparel supplies and diversified sports industry forms".