Are they Xtep sneakers?

Xtep has created a unique culture suitable for its own brand.

Fashion, avantgarde, freedom and rebellion interpret Xtep brand culture. High taste, high pursuit and strong innovation ability and vitality endow Xtep brand with core values. The brand declaration of "making sports unique" vividly reflects Xtep's emphasis on experiential sports and its tireless attitude towards sports. [Edit this paragraph] Brand culture is unique, advocating avantgarde, fashion, individuality and freedom. It tells the public that this is a steady and independent fashion pace. To provide reliable and rich fashion products for everyone who loves life and respects fashion lifestyle in the world, and definitely lead the new generation to pursue fashion.

Unique positioning of Xtep brand;

"Our understanding is that we are different from the times and compatible with ourselves."

"The person standing in front is fashion, followed by fashion and persistent fashion."

"Fashion is a gust of wind, but fashion is eternal."

"Fashion should have the flavor of the times and express it in its own way."

"Fashion is avant-garde."

"It is a concept that can be accepted by the public and is ahead of the average person."

"It is a new development of human thoughts and new concepts!"

Xtep-the first brand of China Fashion ● Sports

X. Design concept

Red is a symbol of victory, conveying surging passion, while the diamond cube conveys calmness, composure, perseverance and rationality. The flexible curve through the cube is full of beauty of movement, strength and speed. The perfect visual combination of the two expresses the value proposition of Xtep rational transcendence and perceptual publicity.

X. Interpretation of Connotation

1 and x stand for negation and rebellion. While subverting traditional culture, it conveys the pioneering spirit of new human beings and Xtep who persist in surpassing themselves and their opponents in denial.

2.x stands for faith, the spiritual coordinate of new human beings, and dominates the infinite free world. Xtep shoulders the sacred mission of providing fashionable sports lifestyle for new mankind.

3, X stands for the future, the laurel of the new human temperament, and the king's demeanor is innate. Xtep shares an extraordinary sense of victory with new human beings. Xtep brand story Xtep (China) Co., Ltd. is located in Quanzhou Economic and Technological Development Zone, Fujian Province, China. Is a large-scale sporting goods enterprise focusing on the comprehensive development, production and sales of sports shoes, clothes, bags, hats, balls and socks.

In 200 1 year, Ding Yimin, president of the company, founded Xtep, the first brand of fashion sports in China, and created a brand-new model of entertainment stars endorsing sporting goods, which shaped a fashionable, rebellious and maverick personality for Xtep brand, promoted the implementation of Xtep brand differentiation strategy and led Xtep into a brand-new era. With the continuous expansion of the company's business scale and the vigorous development of the sales market, Xtep's leading position in the industry has been steadily stabilized, and Xtep has become the representative of China Sporting Goods Fashion School. At present, the company has 5800 employees, 45 internationally leading sewing machine assembly lines and 12 molding assembly lines, and has set up branches in various provinces, municipalities and autonomous regions in Chinese mainland, with outlets all over the country. While striving to expand the domestic market, Xtep also aims at the global market with a far-sighted business strategy. Its products have been exported to more than 40 countries and regions on five continents, won the unanimous trust and praise of merchants all over the world, and ranked first in the level of foreign exchange earned by the same industry in China.

In the past few years, Xtep has created a unique culture suitable for its own brand. Fashion, avantgarde, freedom and rebellion interpret Xtep brand culture. High taste, high pursuit and strong innovation ability and vitality endow Xtep brand with core values. The brand declaration of "making sports unique" vividly reflects Xtep's emphasis on experiential sports and its tireless attitude towards sports. Supported by a strong and unique brand culture and with the development goal of "global fashion ● sports first brand", Xtep is the first brand in China to let entertainment stars endorse sports brands and promote products through entertainment marketing. During the development of Xtep Legend, it has won many honors and won the title of "China Famous Brand Product" twice in a row. "China well-known trademark" recognized by the people's court and the State Administration for Industry and Commerce respectively; 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 reputation of "Top 500 Most Valuable Brands in China" and "BrandNo. 1 of China Brand Annual Award" in the world brand laboratory. These honors mean Xtep has been recognized in a wider range in society, and it is also an example of Xtep's rapid improvement in commodity strength, brand strength and terminal strength.

As the first brand in the field of fashion sports, Xtep not only did not break away from sports marketing, but also made extraordinary efforts to actively sponsor large-scale sports events and participate in social welfare activities: Xtep became the sole partner of the 10th National Games of People's Republic of China (PRC) in 2004, and won the exclusive sponsorship rights of the delegations from Jiangsu, the People's Liberation Army, Ningxia, Fujian and Xinjiang in the 10th National Games, breaking the situation that international sports brands monopolized domestic high-end events.

In 2006, following the sponsorship of the 10th National Games, Xtep once again joined hands with CCTV and Jiangsu Provincial Sports Bureau, and invested heavily to become the sole partner of sporting goods in the 3rd National Games and the sponsor of winning equipment of Jiangsu Provincial Sports Delegation. At the same time, Xtep is the exclusive partner of China Amateur Basketball Open (CBO), China University Volleyball League (CUVA) and National Healthy Run.

In 2007, it broke ground and became the partner of the 6th People's Republic of China (PRC) City Games. It was named China Women's Basketball League (WCBA) and China Men's Basketball League (NBL), and it was also named the National Extreme Sports Classic.

In 2008, Xtep made another heavy attack and became the only partner of the sporting goods industry in the 11th National Games of the People's Republic of China. On the occasion of the 2008 Beijing Olympic Games, Xtep exclusively named the Olympic train activity "Xtep National Youth Civilization Tour to Promote Olympic Culture", and sponsored the Belarusian Olympic delegation to receive prize equipment, and invested huge sums of money to obtain the advertising rights during the Olympic Games in CCTV, officially launching the Olympic strategy. The "dual-track" strategic mode of Xtep entertainment and sports has injected infinite vitality and vitality into enterprises and brands, ensuring the leading position in the industry.

On June 3, 2008, Xtep ushered in a glorious day, successfully listed on the Hong Kong Stock Exchange, officially ranked among the first-line brands and enterprises, and attracted the attention of global investors and all walks of life. Xtep Group and Xtep brand have left a good impression in the hearts of global investors because Xtep has extended its brand culture and product style to the direction of fashion and life on the basis of sports, and its differentiated marketing strategy and excellent sales performance: Xtep will gradually grow from a national brand in China to a world brand in the next few years; There must be a special position in the internationally renowned sporting goods camp!

In 2009, Yang Jiahao, a wealthy businessman from mainland China and Hongkong, joined Birmingham Club in the Premier League. Immediately, at the beginning of 20 10, Birmingham Club announced that Xtep would become the sponsor of the team's jerseys next season, and the China brand would enter the international market!

Today's Xtep is not only the first brand of fashion movement, but also the disseminator and promoter of healthy lifestyle. In the future, Xtep will continue to strive to improve people's healthy living standards, provide personalized products and high-quality services, provide a more comfortable and fashionable lifestyle for every young person who loves sports and advocates fashionable life in the world, lead Quanzhou sporting goods enterprises to accelerate the internationalization process, and make due contributions to the rapid development of sports in China. [Edit this paragraph] 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: solving design and development with international experience, solving production with modern own factories, and solving distribution channels with contacts. A more revolutionary measure is to invite Nicholas Tse, an Asian superstar, as a brand image spokesperson to promote his own sporting goods brand through 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 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 is a blockbuster and says nothing. 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 successfully sponsored five delegations from Jiangsu, the People's Liberation Army, 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. Disney sport 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, innovative quality, and courage to take responsibility [edit this paragraph] Xtep brand positioning at 9: 00 am on June 3, 2008, the concierge hall on the second floor of the Stock Exchange of Hong Kong and the clearing house. Xtep has more than 100 long-term cooperative suppliers, distributors, executives and employees in political circles, business circles, financial circles, intermediaries and the press in Hong Kong and mainland provinces and cities. Men wear suits and ties, and women wear dresses.

At 9: 40, Mr. Ding, Chairman of Xtep Group's Board of Directors, led the company's senior executives, accompanied by the Party Secretary of Quanzhou Development Zone, the member of Shanghai Municipal Committee and the head of the listing section, into the central forum of the trading hall and delivered a short and enthusiastic listing speech.

Xtep has created a unique culture suitable for its own brand.

Fashion, avantgarde, freedom and rebellion interpret Xtep brand culture. High taste, high pursuit and strong innovation ability and vitality endow Xtep brand with core values. The brand declaration of "making sports unique" vividly reflects Xtep's emphasis on experiential sports and its tireless attitude towards sports.

Supported by a strong and unique brand culture and taking the development goal of "the first brand of global fashion sports" as its own responsibility, Xtep is the first brand in China to use entertainment stars to endorse sports brands and promote products through entertainment marketing. Xtep brand was founded by Nicholas Tse, the superstar of Hong Kong Emperor. In 2005, the brand spokesperson joined twins Youth Sunshine Group. On the occasion of the 2008 Olympic Games, Xtep spokesperson family added two Chinese orchestra superstars, Wilber Pan and Jolin Tsai. Xtep not only invited celebrity endorsements, but also sponsored the Southeast Music Awards Ceremony. A series of brand actions are combined into Xtep's unique entertainment marketing strategy. [Edit this paragraph] Xtep advertising language makes sports unique.

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 is a blockbuster and says nothing. 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 successfully sponsored five delegations from Jiangsu, the People's Liberation Army, 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.

Today's Xtep is not only the first brand of fashion movement, but also the disseminator and promoter of healthy lifestyle. In the future, Xtep will continue to strive to improve people's healthy living standards, provide personalized products and high-quality services, provide a more comfortable and fashionable lifestyle for every young person who loves sports and advocates fashionable life in the world, lead Quanzhou sporting goods enterprises to accelerate the internationalization process, and make due contributions to the rapid development of sports in China.

Xtep has created a unique culture suitable for its own brand.

Fashion, avantgarde, freedom and rebellion interpret Xtep brand culture. High taste, high pursuit and strong innovation ability and vitality endow Xtep brand with core values. The brand declaration of "making sports unique" vividly reflects Xtep's emphasis on experiential sports and its tireless attitude towards sports. [Edit this paragraph] Spokesmen: Jolin Tsai, Wilber Pan and Nicholas Tse.

XTEP Xtep brand profile Xtep brand English name "Xtep" comes from the English word "STEP BY STEP", which means "down-to-earth, one step at a time". The Chinese name "Xtep" is homophonic with the English name. She also showed the distinctive cultural connotation of Samsung Group and Xtep brand, that is, the course that Samsung Group has gone through is different from its competitors, changing rapidly and moving step by step; It also represents that Xtep's consumers are different. They are a new generation represented by teenagers, emphasizing avantgarde, fashion, individuality and freedom. They like fashionable and personalized sporting goods, express themselves in sports and advocate freedom of life. Xtep brand symbol "X" embodies the brand culture of "avant-garde, fashion, individuality and freedom" and represents the unknown and mysterious field and world that we need to explore. Xtep [Edit this paragraph] Brand Honor in 2008

Won the sole partner of the sporting goods industry in the 11th National Games of the People's Republic of China.

Get the exclusive naming right of Xtep National Youth Civilization and promote the Olympic cultural journey.

In 2007

Won the sole partner of sporting goods industry in the 6th People's Republic of China (PRC) City Games.

Xtep was awarded the honorary title of "China Sporting Goods No.65438 +0 Brand" by World Brand Lab.

Xtep won the first place in the "Brand Quanzhou" Public Impression Award.

In 2006

Xtep won the title of "Top 500 Quality Enterprises in China in 2005".

Xtep won the title of "national inspection-free product" again.

Xtep won the title of strategic partner of the 3rd National Sports Conference.

Xtep won the title of "National Export Commodity Exemption from Inspection"

In 2005

Xtep won the title of "China Famous Trademark" again.

In 2004

Chinese well-known trademark

Won the partner of the 10th National Games in People's Republic of China (PRC).

World Brand Lab awarded the title of "Top 500 Most Valuable Brands in China in 2003" [Editor's paragraph] X Xtep Xtep (China) Co., Ltd., the first fashion brand in China, is a large-scale sporting goods enterprise mainly engaged in the comprehensive development, production and sales of Xtep sports shoes, clothes, bags, hats, balls and socks.

The company is located in Quanzhou Economic and Technological Development Zone, Fujian Province, with an area of 188 mu and more than 5,000 employees. In addition to marketing center, export center, clothing center, shoemaking center, R&D center, accessories division, quality inspection center, IT center, human resource center, financial center and president's office, the company also has 45 sewing machine assembly lines and 65,438+00 molding assembly lines, which are matched with them. Brand-oriented marketing strategy makes Xtep form a sales system in China, which adapts to the market situation and takes brand stores as the main body.

Xtep, which takes the development goal of "global fashion ● sports first brand" as its own responsibility, is the first brand in China to enable entertainment stars to endorse sports products, and also the first brand in China to advocate new fashion ● sports. In the development of Xtep legend, Xtep has won many honors and won the title of "China Famous Brand Product" twice in a row; "China well-known trademark" recognized by the people's court and the State Administration for Industry and Commerce respectively; Obtained the honorary titles of "export inspection exemption" and "national inspection exemption" issued by the General Administration of Quality Supervision, Inspection and Quarantine; These honors mean Xtep has been widely recognized by the society.

In recent years, Xtep has firmly grasped the hearts of young people with its unique "unusual feeling" of fashion, avant-garde, freedom and rebellion, combining the influence of celebrity spokesmen and the title of top music charts in Southeast China. Xtep invested heavily to become the sole partner of the 10th National Games in People's Republic of China (PRC), and won the exclusive sponsorship right of the delegations from Jiangsu, the People's Liberation Army, Ningxia, Fujian and Xinjiang in the 10th National Games, which broke the monopoly of international sports brands on domestic high-end events. In 2006, following the sponsorship of the 10th National Games, Xtep once again joined hands with CCTV and Jiangsu Provincial Sports Bureau, and invested heavily to become the sole partner of sporting goods in the 3rd National Games and the sponsor of winning equipment of Jiangsu Provincial Sports Delegation. At the same time, Xtep is the exclusive partner of China Amateur Basketball Open (CBO), China University Volleyball League (CUVA) and National Healthy Run. This year, it broke ground, named the basketball and badminton competition of the 6th People's Republic of China (PRC) City Games, and became the partner of the 6th City Games. It was named China Women's Basketball League (WCBA) and China Men's Basketball League (NBL), and it was also named the National Extreme Sports Classic. The "dual-track" strategic mode of Xtep entertainment and sports has injected infinite vitality and vitality into enterprises and brands, ensuring the leading position in the industry. In 2008, the company became the sole partner of the 11th Games of the People's Republic of China.

In the future, Xtep will, as always, devote itself to personalized products and high-quality services, provide a more comfortable and fashionable lifestyle for every young person in the world who loves sports and advocates fashionable life, and contribute to the development of sports. [Edit this paragraph] Listed *V Xtep International (1368. HK) was listed in Hong Kong from May 2/KLOC-0 to 26, and officially listed on the main board of the Hong Kong Stock Exchange on June 3. Xtep is the first partner of the 11th National Games. With the signing of the exclusive cooperation agreement between the Organizing Committee of the 11th National Games and Xtep (China) Co., Ltd. in Jinan Hall of Shandong Building, it represents two powerful hands of Chinese sports industry and Chinese sports industry. Xtep Company can officially become the only designated partner of sports equipment in the 11th National Games of the People's Republic of China, and it is the first signed partner. In addition to strong enterprise strength, first-class product quality, first-class brand image and excellent service are the fundamental reasons for winning in the competition with many similar brands at home and abroad. Xtep (China) Co., Ltd. has won wide attention and respect from the industry and society for its generous support and far-sighted business vision for sports in China, and has become a much-told story in the industry.