Ding Shuibo: Embracing Internationalization In The New Pattern, XTEP Did All Three Things In 2019.

A joint venture with Wolvrine, the United States, has Suo Conni and Mai le to form the three major market segments of professional sports and sports and sports. Jeremy Lin, as spokesperson, formally released the basketball strategy; and the China Association of parks issued the strategy of "national competition and national free running".

These are the three important things XTEP did in 2019 in the keynote speech at the annual summit of 2019 sports big business, embracing globalization in the new pattern, by Ding Shuibo, chairman of XTEP group.

Now that the tide of China is rising, domestic brands including XTEP are attracting more and more attention from consumers. In the interim report released by XTEP in 2019, the group's revenue was 3 billion 357 million yuan, an increase of 23% over the same period last year, with a net profit of 463 million yuan and a growth rate of 23%.

Opening multiple brands, XTEP expands from local to global

From the "Fujian Sanxing sporting goods company" in 1987 to the "XTEP" brand in 2001, and then to the multi brand development in 2019, the development path of XTEP across the three ages is a miniature of China's sports brand. Over the past thirty years, a group of sporting goods manufacturing companies including XTEP opened in Jinjiang, Quanzhou, and Jinjiang is also where XTEP started.

"Over the past decades, Fujian sporting goods enterprises have gone from family oriented workshops to large-scale production, from OEM to independent brands, from local expansion to international layout. In the third part of 80s, we started to form a sports goods manufacturing industry cluster. In 90s, with the further expansion of China's reform and opening up, the level of China's manufacturing industry has further improved, and China's sporting goods have ushered in the most prosperous foundry, selling products through the foreign trade to the whole world, becoming the world's factory. Ding Shuibo said in his keynote speech.

With the implementation of the policy of expanding domestic demand, the creation of independent brands became a national strategy. In 2000, a large number of sporting goods brands springing up, and with time, these enterprises gradually went to the road of differentiation, which also promoted the development of sports industry. Ding Shuibo said: "this year is just 2020. In the next ten years, China will surely affect the world pattern. Embracing globalization in the new pattern is the only way for Chinese enterprises."

Based on the new pattern, Ding Shuibo thought that we should seize the characteristics of the four major trends: globalization, youth, individualization and intellectualization. Globalization, in turn, refers to the transformation from "Chinese products" to "Chinese brands", as well as the demand for more global products to meet the diverse needs of Chinese consumers.

In 2019, XTEP established a joint venture with Wolverine to jointly develop the right of development, marketing and distribution of footwear, clothing and accessories in Saucony, China and Hongkong and Macao, and Merrell (MAI LE) brand. In August of the same year, it completed the acquisition of two brands of K-Swiss (Gai Shiwei) and Palladium (Paladin).

For XTEP in 2019, Ding Shuibo said: "judging from the attributes of sports segmentation, Suo Connie is one of the top four running shoes and is located at the top of Pyramid's professional running shoes. Mai Le is a professional outdoor brand, and Gestapo and paladin are high-end fashion representatives. This has formed three major market segments of professional sports, mass sports and fashion sports, which can better meet the personalized needs of consumers.

It was in 2019 that XTEP became a multi brand and internationalized Chinese sporting goods enterprise.

Jeremy Lin signed a basketball strategy, and XTEP held "body entertainment marketing".

In 2019, the basketball world was held in eight cities in China. Before the competition, XTEP formally announced the signing of Asian star Jeremy Lin in August 9th. This is the first international player signed by XTEP. It is also the first shoe brand endorsement signed by Jeremy Lin in the mainland market. After that, XTEP built exclusive cloud 4 for Jeremy Lin, which also takes Jeremy Lin's personal logo as the main element.

"We seize the opportunity on the basis of the maturity of running categories. After signing Jeremy Lin, we officially released the basketball strategy, and actively marketing and disseminate products with the outbreak of CBA. Our first basketball shoe endorsed by Jeremy Lin is a very unique presence in the basketball community." Ding Shuibo said.

Signing Jeremy Lin and entering the basketball field is the background that XTEP saw the continuous and rapid growth of Chinese basketball consumption, and caught the fans' consumption psychology. At the same time, XTEP released the "basketball Product Co creation plan", said that the product will be co created in the form of truly meet the needs of consumers basketball products. In the future, XTEP basketball will bring together professional, campus, charitable, fashion and other dimensions to create basketball category image.

As a sports brand, adhering to the "body entertainment marketing" of XTEP, has signed Nicholas Tse, TWINS, Willber Pan, Jolin, Lunmei Kwai, Han Geng, every day, brothers, Li Yifeng, Lin Zhenna, UNIQ, Lin Zhenna, Qi, Lin, Lin update, lohua seven sons NEXT, etc.

And the Tian Association released the strategy of national racing and national free running.

And the China Association of Agricultural Sciences issued the strategy of "national competition and national free running", the third thing XTEP did in 2019. In December 15th, the China Track and field association and XTEP jointly launched the strategy of "national race for the whole nation", which includes the "national race" strategy, including the "national race" athletes incentive plan, the "national race" competition incentive plan, the "national race" youth incentive plan, the "Chinese race" club.

Ding Shuibo said: "from upgrading sports to returning to sports spirit, upgrading from business to mission, from an enterprise perspective to a national dream, 2019 is the twelfth year of our sponsorship competition. We hope to encourage China to run faster and faster through the incentive scheme for Chinese athletes.

Running business is not new to XTEP. As early as 2007, XTEP has already laid out the running field, becoming the first sport brand to test the water marathon in China. In 2018, XTEP released its full year performance in 2018. In the field of professional sports, XTEP has won fifth years of sporting goods brand sponsoring the most marathon events in mainland China.

"In the future, we will follow the multi brand strategy and the way of globalization, deepen the multi engine drive mode, adhere to the consumer orientation, further segment the market, and embrace globalization in the new pattern." This is Ding Shuibo's final development plan for XTEP at the end of his speech.