XTEP Vigorously Promotes Multi Brand Strategy

"XTEP's sales this year showed a good upward trend, only in the first half of this year, it realized a profit of 1 billion 408 million yuan, an increase of 174.3% over the same period last year.

Because we have prepared for the brand building, listing and financing, technological innovation and so on before the crisis, so we can counter this trend in the international financial crisis.

A few days ago, Ding Shuibo, President of XTEP (China) Limited, told reporters.

20 years ago, Ding Shuibo founded Quanzhou Sanxing sporting goods Co., Ltd. with 1500 yuan, and began the production and sale of sports shoes.

Since its establishment in 2001, XTEP (China) Limited has made use of international advanced technology to solve design and development problems, solve its distribution channels through human resources, build its own brand by entertainment marketing, and attack the domestic market.

In a relatively short period of time, this brand promotion strategy based on the concept of "fashion movement" was sought after by the market.

In recent years, the market for fashionable sports goods has increased rapidly. From 2003 to 2007, the market grew at a compound annual growth rate of 36.3%, and the market size was 6 billion 900 million yuan.

This trend has gained the first opportunity for XTEP to expand its market space.

"XTEP has chosen to act as an international brand in terms of multi brand management.

In 2006, the company became the general agent of the two major international brands of Disney and Colin in sports products sales in China.

Ding Shuibo said that the three brands of XTEP, Disney and Colin lock in different age groups, and the styles of products are different, so that different levels of market can be occupied.

At the beginning of June this year, XTEP international listed successfully in Hongkong, which provided financial support for XTEP in brand promotion and market network expansion. The company also took the opportunity to accelerate the implementation of multi brand strategy.

According to the introduction, in the first half of this year, the retail network of XTEP group distributors and three party retailers increased from 4647 at the end of last year to 5115, the total number increased by 468 compared with the end of 2007, and the company increased more than 500 retail networks after the listing. It is estimated that 1100 new stores will be opened by the end of this year.

While strengthening brand promotion and market expansion, XTEP also accelerated the pace of product development.

In recent years, through improving the development system, increasing R & D investment and strengthening technical training, the company has continuously improved the quality of R & D personnel, leading the company's R & D capability in the leading position among its peers.

At present, XTEP has 3 product design teams and a R & D team of nearly 400 people. Since this year, it has launched more than 1500 shoes, more than 1700 garments and 1200 accessories.

In the face of the global financial crisis, Ding Shuibo is still confident about the market prospect.

He said that the company has completed the 2009 spring and summer two quarter product orders, dealers are optimistic about the market, orders increased by 40% compared to the same period in 2007, the retail price in 2009 is expected to increase by 5% to 10% compared with this year.

Yang Jing: editor in charge