xtep

He is fashionable sports avant-garde, fashion, personality, freedom. Xtep has created a set of characteristics suitable for its own brand culture. Fashion, avant-garde, freedom and rebellion interpret the brand culture of "XTEP", high taste, high pursuit and strong innovation ability and vitality give "XTEP" brand core value, in 2011 sponsored La Liga Villarreal team, becoming one of the brands sponsoring La Liga in China.

Xtep (China) Co., Ltd. is located in No. 431 Detai Road, Wuli Industrial Park, Quanzhou City, Fujian Province, China, is a comprehensive development, production and sales of sports shoes, clothing, bags, hats, balls, socks as the main business of large-scale sporting goods enterprises.

In 2001, Ding Shuibo, the president of the company, with a keen vision, created a domestic fashion sports brand - special step, and created a new model of entertainment stars endorsing sporting goods, creating a fashion, rebellious, special personality for the special step brand, promoting the implementation of the special step brand differentiation strategy, leading the special step into a new era. With the continuous expansion of the company's business scale and the vigorous development of the sales market, the leading position of XTEP in the industry is constantly stable, XTEP has become a representative of the fashion school in China's sporting goods. While striving to expand the domestic market, XTEP also aims at the global market with a forward-looking commercial strategic vision, and its products have been exported to more than 40 countries and regions on five continents of the world, deeply trusted and praised by global merchants, and created the level of foreign exchange earning in the domestic industry.

Over the past few years, XTEP has created a unique culture that suits its own brand. Under the support of strong and special brand culture, XTEP takes the development goal of "global fashion ● sports a brand" as its own responsibility. In the development process of XTEP full of legend, it has won many honors and won the title of "China Famous Brand Product" twice in a row; "China Famous Trademark" certified by the People's Court and the State Administration for Industry and Commerce; Obtained the honorary titles of "Export inspection exemption" and "National Inspection Exemption" issued by the General Administration of Quality Supervision, Inspection and Quarantine; Won the World Brand Lab praised as "China Top 500 valuable brand" and "China Brand Annual Award sports goods category NO.1 brand". These honors mean that XTEP has been recognized in a wider range of society, and it is also a demonstration of the rapid improvement of XTEP's commodity power, brand power and terminal power.

As a brand in the field of fashion sports, XTEP is not only not divorced from sports marketing, but also takes extraordinary actions to actively sponsor large-scale sports events and participate in social welfare activities: Since 2004, XTEP has become a partner of the Tenth Games of the People's Republic of China with huge sums of money, and won the sponsorship rights of the 10th Games of Jiangsu, the People's Liberation Army, Ningxia, Fujian, Xinjiang and other delegations, XTEP has broken the monopoly of international sports brands in the domestic high-end events

In 2006, after sponsoring the 10th National Games, XTEP once again joined forces with CCTV and the Jiangsu Provincial Sports Bureau to become a huge investment The third National Sports ConferenceA partner of the sporting goods category and a sponsor of the equipment awarded by the Jiangsu Provincial Sports delegation. At the same time, XTEP is also the China Amateur Basketball Open (CBO), China University Volleyball League(CUVA), the industry partner of the National Health Run.

In 2007, XTEP again made a pioneering effort, named the sixth City Games of the People's Republic of China basketball and badminton, and became the partner of the six cities Club; Named the National Extreme Sports Classic.

In 2008, XTEP once again hit hard and became a partner in the sporting goods industry of the 11th Games of the People's Republic of China. At the approach of the Beijing 2008 Olympic Games, XTEP home named "XTEP National Youth Civilization to promote Olympic Culture Tour" Olympic train activities, and sponsored the Belarus Olympic delegation award equipment, invested heavily in CCTV to obtain advertising rights during the Olympic Games, officially launched the Olympic strategy. Xtep's "dual-track" strategy model, which combines entertainment and sports, has injected infinite vitality and vitality into enterprises and brands to ensure a leading position in the industry.

On June 3, 2008, XTEP ushered in a brilliant day, successfully listed on the Hong Kong Stock Exchange, and officially joined the ranks of first-line brands and first-line enterprises, attracting the attention of global investors and all walks of life. Because XTEP extends brand culture and commodity style to fashion and lifestyle on the basis of sports, differentiated marketing strategy and outstanding sales performance, XTEP Group and XTEP brand leave a good impression in the hearts of global investors: in the next few years, XTEP will gradually grow from a Chinese national brand to a world brand; There will be a special position in the internationally renowned sporting goods camp!

2009, Hong Kong businessman Patrick YeungWin the Premier League BirminghamAt the beginning of 2010, Birmingham Club announced that XTEP would become the team's shirt sponsor for the next season, and the Chinese brand went to the international market!

A brand culture with a grid

Advocate avant-garde, fashion, individuality and freedom. It informs the public that its path is different, a steady and progressive fashion pace. It provides reliable and abundant fashion supplies for every person who loves life and respects fashion lifestyle in the world, and exactly leads the new generation to understand and pursue fashion.

Specific bits of the "XTEP" brand:

"Our understanding is different from The Times and compatible with ourselves."

"Those who stand in front are fashionable, those who follow the fashion, and those who cling to it are also fashionable."

"Fashion is the wind, but fashion is eternal."

"Fashion should have the flavor of The Times and show the flavor of The Times in its own way."

"Fashion is avant-garde."

"It is an idea that can be accepted by the general public and is ahead of the average person."

"A new development of the new ideas of human thought!"

Chinese fashion movement a brand

X Design concept:

The red, symbolizing victory, conveys surging passion, while the rhomboid square conveys calm, calm, resolute, and rational. The flexible curve across the square fills the beauty of movement, power, and speed. The perfect visual combination of the two expresses the value proposition of ultra rational transcendence and emotional publicity.

X Connotation interpretation:

1. X stands for negation and rebellion. While subverting traditional culture, it conveys the pioneering spirit of new human beings and Xstep insisting on surpassing themselves and rivals in negation.

2, X stands for faith, the spiritual coordinates of new human beings, dominate the infinite freedom of heaven and earth, XTEP shoulders the sacred mission of providing a fashion sports lifestyle for new human beings.

3, X represents the future, the new human temperament laurel, king style was born, special step and the new human to share the extraordinary feeling of victory.

Build a brand of global fashion movement and become a national brand operator weighed by people; Xtep focuses on the sporting goods industry;

Xtep will be rooted in China and look to the world. To become a brand of global fashion movement is our lifelong goal!

Xtep will continue to seize opportunities, continue to expand the brand territory, enhance the status of the world's sporting goods industry, to promote China's sports industry, the national mission and social responsibility to contribute!

"Extraordinary feeling" is the tireless pursuit of XTEP, is the belief and ideal of XTEP's life!

As an advocate of China's "fashion movement", XTEP is committed to providing "extraordinary feeling" through products that are "fashionable in appearance and comfortable in interior". Unusual service mode, advocating unusual sports experience, so that consumers feel unusual fashion lifestyle, is our mission!

From OEM expert to brand operation leader

20 years ago, Ding Shuibo founded Sanxing Company with 15 million yuan, and began the production and sales of sports shoes in Jinjiang, Fujian Province.

Because the market was a seller's market at that time, coupled with the high quality and low price of the products, sales were prosperous, and soon opened up the situation. In the mid-1990s, the international market for the Chinese production of sports shoes is very large demand, Ding Shuibo will look at the world, give up domestic sales, completely for the international well-known brands and customers OEM production of various styles of sports shoes, products are exported to more than 40 countries and regions on five continents.

2000 Sydney Olympic Games, the Chinese army has achieved great success, the development of the domestic sporting goods market is in full swing, domestic demand continues to increase, promising prospects. After careful consideration, Ding Shuibo decided to walk on "two legs", both inside and outside, while doing a good job in the foreign market, once again to focus on the domestic market. This time, Mr. Ding made full preparations: using international experience to solve the design and development, using modern self-owned factories to solve the production, using contacts to solve the distribution channel. The more revolutionary measure is to invite Hong Kong king artist Nicholas Tse to serve as the brand image spokesperson in 2001, with entertainment marketing to promote their own sporting goods brand, this differentiated brand promotion strategy is sought after by the market, special step's "wind fire generation" sports shoes with Nicholas Tse's handsome body since then hot sales nationwide, special step World War I fame. The next year, the company (at that time for the Sanxing company) continued to work hard, hired the beautiful girl group Twins as the image spokesperson, effectively expanding the influence of the brand in the young men and girls.

Because of the special step of the commodity style, spokesperson style and marketing style are the pursuit of differentiation, pursuit With an unusual feeling, XTEP soon became a representative of the fashion school in China's sporting goods. Of course, after all, the special step is sporting goods can not be completely divorced from sports marketing, but the special step If it doesn't, it's a big hitIn October 2004, it officially signed to become a partner of the sports goods industry of the Tenth National Games of the People's Republic of China, and successfully sponsored five delegations from Jiangsu, the People's Liberation Army, Fujian, Xinjiang and Ningxia to receive award equipment and title badminton matches of the Tenth National Games. With the excellent performance in the 10th National Games, XTEP's comprehensive brand influence in the industry and sports industry has been greatly improved, and officially entered a group of Chinese sporting goods.

With the rapid improvement of XTEP's commodity power, brand power and terminal power, various honors have followed: twice rated as "China Famous Brand products"; Twice obtained the "National inspection exemption product"; At the same time was named "China famous trademark"; And won the title of "national export commodities exempt from inspection", only three Chinese sporting goods brands won this title, XTEP is one of them; It has also been awarded the "China Brand of the Year Award Sports goods category NO.1 brand" twice.

Less than a year after its launch, Disney sport has opened more than 400 stores and sales are booming.

Under the leadership of Ding Shuibo, XTEP Group successfully implemented a multi-brand strategy, and in just seven years, it became a brand operation leader from an OEM expert.

From family management to modern management

As the saying goes: fight brother, father and son soldiers. Similar to the vast majority of entrepreneurial bosses in Jinjiang, Ding Shuibo is also a family workshop at the beginning of his career, with his wife, sister, brother-in-law, younger brother, cousin and father playing together. The big benefits of family management are that the management has the same goals, it is easy to communicate, the decision is quick, and the cost is relatively low. Because of Ding Shuibo's wisdom, efforts, coupled with the support of his family, the cause of wind water, Sanxing soon became one of the leading enterprises in the footwear industry in Quanzhou area.

With the development of the business, especially after the establishment of XTEP (China) Co., LTD., the staff has expanded rapidly: more than 4,000 production workers, more than 400 R & D and design personnel, nearly 300 production management personnel, more than 300 marketing personnel, hundreds of personnel, administrative and financial personnel, and nearly 6,000 employees directly paid by XTEP headquarters. In addition, commodity planning, product design, plant management, processing plant coordination, supply chain management, distribution channels and retail terminal management, branding and marketing, human resource planning and utilization, financial management, administrative management... The division of labor is becoming more and more detailed, and the requirements are becoming higher and higher. Ding Shuibo has lofty ambitions, and the special step is sent to Hong Kong for listing, and the conflict between the modern requirements of listed companies and the original family management is more obvious.

With the help of the consulting company, since 2005, XTEP has carried out large-scale channel and terminal training projects, IT planning and implementation projects, human resources planning and implementation projects, corporate culture reshaping projects and listing promotion projects. These projects not only need to spend a lot of money, but also take up a lot of time, and daily business can not be affected. Among the dozen directors and nine vice presidents of XTEP (China) Co., LTD., the core enterprise of XTEP Group, only four belong to the Ding family, and the rest are professional managers who are promoted internally or recommended by headhunting companies. They have more than 10 years of industry experience on average, and have master's and doctor's degrees graduated from famous universities. Play a mainstay role in company management. As for the department manager and business supervisor level, it is the backbone of the business after open recruitment and examination at various levels.

Xtep's corporate culture, business process, management system, staff quality and status, as well as the company's market performance, are among the best in the country.

Faith: Customer-oriented, attach importance to partnership, Dahua customer profit and success; Have a highly motivated, valued and satisfied team; To provide customers with quality, fashion, quality service and comfortable environment.

Values: Honest communication and teamwork Quality innovation Take responsibility

Xtep has created a set of characteristics suitable for its own brand culture.

By fashion, avant-garde, freedom and rebellion interpret the "XTEP" brand culture, high taste, high pursuit and strong innovation ability and vitality give the "XTEP" brand core value, under the support of strong and special brand culture, to "global fashion movement a brand" development goal as its own responsibility. It is a domestic brand that uses entertainment stars to endorse sports brands and uses entertainment marketing to promote products. At the beginning of the establishment of the XTEP brand invited Hong Kong Heavenly King artists Nicholas TseEndorse. In 2005, the brand spokesperson joined again twinsYouth sunshine group. 08 Olympics approaching, special step spokesperson family increase Pan Wilberand Jolin TsaiTwo of the biggest stars in Chinese music. In 2011, fashion stars were added to the lineup Hankyung. While inviting star endorsements, XTEP has also continuously sponsored the Southeast Music Explosive Award ceremony. A series of brand actions are combined into a special step entertainment marketing strategy.