XTEP'S 3+ Strategy Of Returning To Sports: Product + Sports + Internet +

Century Towers, XTEP, Xiamen, July 22nd.

XTEP, who has changed its reputation as "China sports fashion first brand", signed a strategic partnership with logistics giant Shun Feng and accepted an exclusive interview with some media after the meeting.

This is the first time Ding Shui Bo explained to the media XTEP's "3+" pformation strategy.

On the same day, Ding Shuibo wore a glowing red lattice shirt and came to the stage with vigor. "In the course of enterprise development, XTEP never lacks foresight, and never lacks the courage to brag before the world, and never lacks the ability to integrate new forces."

He used this sentence to draw the "XTEP regressive movement".

Product + sports + Internet +.

When the 3+ strategy was put forward, XTEP's first move was to sign a memorandum of strategic cooperation with Chi Mei. The specific cooperation includes: the commercial cooperation of the marathon series, and the establishment of a sports event operation company.

In fact, as early as the June 18th XTEP Q1 2016 commodity ordering meeting,

The 3+ strategy, known as "the latest change strategy of the group", was launched to push the company's products, sales and after-sales services to a new and higher level.

"Product +" bears the brunt of performance, technically enhancing the professional function and performance of the product, and introducing smart shoes (including children's Series), high-end running shoes and enhanced football equipment.

"Sports +" includes two points. One is to expand the scope of sports business, such as sponsorship and sponsorship, and the two is to extend public sports services such as running training, football training and even medical rehabilitation services.

"Internet +" involves strategic partnership with the mainstream Internet platform; big data analysis and application; O2O platform construction; cloud computing technology application; and supply chain optimization and rapid response products.

but

It is emphasized that XTEP's 3+ strategy is only a line: consumer demand oriented.

In his view, the era of products being king has passed, and now it is "consumer demand".

XTEP, which has never left the sport, sees the needs of mass sports consumers: running and football.

"13 of the 50 marathon events now filed by the state are sponsored by XTEP."

Ding Shuibo introduced, but obviously he was not satisfied with just the role of the sponsor.

"Why do we want to cooperate with Chi Mei? We need to strengthen XTEP's brand identity by hosting events, and further discover and tap the needs of consumers."

This leads to the comprehensive upgrading of XTEP's professional functions recently, such as the functions of shoe nests, such as power nesting, shock absorption and gas ring, and so on.

In addition, XTEP expects to launch its running equipment for high-end market in the second half of the year.

And strategic cooperation with SF is an important step for XTEP in the Internet + strategy.

"We produce 30 million pairs of shoes and clothes a year. If consumers can enjoy the ultimate experience, we are willing to pay for warehousing and logistics.

At the same time, we have so many stores, we can build O2O platform.

And these 30 million pairs of shoes through the Internet, can also give feedback to consumers to buy demand and sports health and other types of large data to us.

In this way, around the consumer demand, XTEP's "3+" has formed a closed loop.