XTEP Confronting Homogenization Competition With Brand Differences

August 4th, when market competition is the most intense, the only difference is

In July 22nd, Ding Shuibo, President of XTEP (China) Limited, and Fernando Roger, President of the Spanish Villarreal club, jointly announced that the two sides formally joined hands. XTEP became the exclusive equipment sponsor and sponsor of the Villarreal club in 2011~2016.

Less than a month away from it, "sports XTEP fashion Geng Xin" - XTEP's hand in hand with Han Gengji's "Geng girl" media meeting was held at Beijing Jing Yuan Art Center.

At this conference, XTEP, who aims to build the first brand of China fashion movement, once again expanded its spokesperson team to sign Han Geng, making it the latest brand spokesperson after Nicholas Tse, Willber Pan and Jolin.

When the brand is becoming stronger and stronger, XTEP, who is taking the lead in the world, has begun to test world-class professional competitions, and let its "entertainment + sports" dual track marketing strategy become more stable.

The cognition and influence of market to brand is the source of the life of sportswear enterprises.

It is the dream of all sporting goods companies to spread their sports ideas and expand their brand influence through famous sports events like NBA, football league matches and tennis tournaments.

But for the XTEP who only entered the domestic market in 2001, the reality is rather cruel.

Nike, Adidas, Reebok and other international famous brands have already arranged various famous sports events, including even small league matches at the initial stage.

This makes it difficult for domestic brands like XTEP to look for a breakthrough in sporting events.

"Contemporary young people like sports, but they also like music and have their own idols."

Ding Shuibo said.

It is under this guidance that XTEP has found another way to expand its influence.

In order to avoid direct competition with tough rivals, XTEP has chosen the "differentiated sports" route, and has pioneered the differentiation marketing mode of "entertainment marketing" and "entertainment + sports dual track marketing".

2001, Nicholas Tse, Willber Pan, Jolin, TWINS and other entertainment figures have become XTEP spokesmen, and have made great contributions to XTEP's occupy the second tier city market in China.

The success of differentiated marketing seems to deviate from its original track: comprehensive development, production and sale of sports shoes, clothing, bags, hats, socks and other major sporting goods enterprises.

In the upcoming 2011~2012 season, the "yellow submarine" will wear the XTEP shirt for the Spanish League.

If the "yellow submarine" has successfully passed the Champions League playoffs, XTEP brand will also appear for the first time in the Champions League.

As an exclusive equipment sponsor for the next 5 seasons, XTEP uses its own technology reserves and research and development capabilities, coupled with high-end design team, to create a new match for Villarreal team.

In addition to sponsoring the existing equipment, XTEP is actively developing Villarreal products and will be on sale in the fourth quarter of this year.

At the same time, XTEP will consult with the Villarreal club to jointly operate a series of football related market activities, including the friendly matches to China.

The XTEP sponsorship of Villarreal club is actually a joint effort with the world's top football clubs after signing the Premier League Bermingham club in 2010.

As a market successor, from 2001 to enter the domestic market, in just 8 years, XTEP quickly surpassed many competitors and entered the top three of the total sales volume in the country. The growth speed surprised the industry.

Data show that in 2004, XTEP sales revenue was only 300 million yuan, in 2008, XTEP sales revenue has exceeded 3 billion yuan, and gradually integrated into the second tier city market.

From 2007 to 2008, Carlyle capital invested two times in XTEP, holding 9.5% of XTEP shares, and XTEP international officially landed at the HKEx in 2008.

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XTEP, which is fully involved in the capital market, further standardized and unified the management of the entire supply chain system, and also provided a more fair and fair platform for competition to the vast number of suppliers.

They also introduced the supplier management and evaluation mechanism, cooperate with excellent domestic and foreign enterprises, actively cooperate with new product development, and create a business model of Trinity (marketing, design, R & D, production) fast supply chain, improve the ability of products in R & D and production, speed up the pmission of information and improve economic efficiency.

In Ding Shuibo's view, when the market competition is the most intense, the only difference is brand.

If we say, "choosing Nike is to choose an American way of life; choosing Adidas is the spirit of German chariot", then "choosing XTEP is the choice of fashion movement".