The Development Course of Xtep Group

Xtep group-Xtep brand development from OEM expert to brand operation leader

Twenty years ago, Ding founded Samsung Company in 500 yuan with 65,438+0, and started the production and sales of sports shoes in Jinjiang, Fujian.

Because the market was a seller's market at that time, and the products were cheap and the sales were booming, the situation was quickly opened.

In the mid-1990s, there was a great demand for sports shoes made in China in the international market, so Ding turned his eyes to the world and gave up domestic sales, producing all kinds of sports shoes for internationally renowned brands and merchants. Products are exported to more than 40 countries and regions on five continents.

In the 2000 Sydney Olympic Games, China Legion was a great success, and the domestic sporting goods market was in full swing, with increasing domestic demand and gratifying prospects.

After careful consideration, we decided to "walk on two legs" and repair both inside and outside. While doing a good job in foreign markets, we will once again focus on the domestic market.

This time, Mr. Ding made full preparations: using international experience to solve design and development, using modern own factories to solve production, and using contacts to solve distribution channels.

A more revolutionary measure is to invite Nicholas Tse, a popular Hong Kong artist, as the brand image spokesperson of 200 1 to promote his own sporting goods brand by entertainment marketing. This differentiated brand promotion strategy has been sought after by the market. Xtep's "Wind and Fire Generation" sports shoes sold well all over the country with Nicholas Tse's chic posture, and Xtep became famous in World War I. ..

In the second year, Xtep Company (Samsung at that time) made persistent efforts and hired the beautiful girl group Twins as the image spokesperson, which effectively expanded the influence of Xtep brand among boys and girls.

Because Xtep's commodity style, spokesperson style and marketing style all pursue differentiation and unusual feeling, Xtep quickly became the representative of China Sporting Goods Fashion School.

Of course, Xtep is a sporting goods after all, and it is impossible to completely break away from sports marketing, but Xtep has become a blockbuster, needless to say. In June, 2004, Xtep officially signed a contract to become the sole partner of the sporting goods industry in the 10th National Games of People's Republic of China (PRC), and at the same time successfully sponsored five delegations from Jiangsu, * *, Fujian, Xinjiang and Ningxia to receive equipment, which was named the badminton competition of the 10th National Games.

With its outstanding performance in the 10th National Games, Xtep's brand comprehensive influence in the fields of industry and sports has been greatly enhanced, and it has officially entered the first group of sporting goods in China.

With the rapid promotion of Xtep's commodity strength, brand strength and terminal strength, various honors followed: it was rated as "China famous brand product" twice; Won the "national inspection-free products" twice; At the same time, it was rated as "China well-known trademark"; And won the title of "National Export Commodity Exemption from Inspection". Only three sporting goods brands in China have won this title, Xtep is one of them; Also won the "China Brand Annual Award Sporting Goods No.65438 +0 Brand" twice.

Xtep Group's comprehensive strength and development speed have attracted the attention of Walter Disney, a global entertainment giant. After many investigations and comparisons, Xtep Company was selected and authorized to develop, design, produce and sell Disney sports products in Chinese mainland.

Disneysport has been on the market for less than a year, and has opened more than 400 specialty stores, and its sales are booming.

At present, Xtep Group, under the leadership of Ding, has successfully implemented the multi-brand strategy, and in just seven years, it has changed from an OEM expert to a brand operation leader.

From family management to modern management

As the saying goes: fighting brothers, father and son soldiers.

Similar to most entrepreneurs in Jinjiang, Ding started his business as a family workshop, where his wife, sister, brother-in-law, younger brother, cousin and father played together.

The biggest advantage of family business is that the management has the same goal, convenient communication, rapid decision-making and relatively low cost.

Thanks to Ding's cleverness, diligence and the full support of his family, Samsung soon became one of the leading enterprises in Quanzhou's footwear industry.

With the development of 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 designers, nearly 300 production managers, more than 300 marketers, hundreds of human resources, administrative and financial personnel, and nearly 6,000 employees are paid directly by Xtep headquarters.

In addition, commodity planning, product design, factory management, factory coordination, supply chain management, distribution channels and retail terminal management, brand building and market promotion, human resource planning and utilization, financial management, administrative management ... the division of labor is getting finer and finer, and the requirements are getting higher and higher.

Ding is ambitious, and Xtep is to go public in Hong Kong, so the conflict between the modern requirements of listed companies for enterprise management and the original family management is more obvious.

With the help of consulting companies, Xtep began to carry out large-scale channel and terminal training projects, IT planning and implementation projects, human resources planning and implementation projects, corporate culture remodeling projects and listing promotion projects in 2005.

The development of these projects not only costs a lot of money, but also takes up a lot of time, and the daily business cannot be affected.

Of the dozens of directors and nine vice presidents of Xtep (China) Co., Ltd., the core enterprise of Xtep Group, only four belong to the Shi Ding family, and the rest are professional managers promoted internally or recommended by headhunting companies. They have an average of more than 65,438+00 years of industry experience, master's and doctoral degrees from famous universities, and play a mainstay role in company management.

As for the level of department managers and business executives, they are the backbone of the business who have gone through open recruitment and layer-by-layer assessment.

At present, Xtep's corporate culture, business process, management system, the quality and status of employees and the company's market performance are among the best in the country.

Belief: customer-oriented, attach importance to partnership, maximize customer profits and success; Have a team with high morale, high attention and high satisfaction; To provide customers with quality, fashion, quality service and comfortable environment.

Values: honest communication and teamwork, quality innovation and responsibility.