XTEP'S Breakthrough Speed

From the establishment of the brand to the development and growth, XTEP only spent more than two years.

This is a miracle.

Now, whether from the scale of enterprises, the construction of talents, the terminal outlets or the brand influence, XTEP (China) Co., Ltd. has all the conditions to compete with international brands. It can be regarded as the industry representative of the domestic counterparts, and is taking the "unconventional" vigorous steps to reach the "top brand of China fashion movement".

Starting from slippers to sneakers, in the summer of 1987, Ding Shuibo, a 17 year old XTEP head, started a business with two sworn brothers and founded Sanxing shoe making factory by 1500 yuan.

The business process of shoemaking factory is very simple: first buy the needlework and other raw materials in the market, give it to the families nearby, do the shoes well, the factory will collect shoes on the door, and then sell to the market.

At that time, the effect was very good: in the first year, the factory sold more than 2000 pairs of shoes, but in the second year, it sold fifty thousand or sixty thousand pairs of...

By the year 1990, shoe factories had improved and the market expanded rapidly to major cities throughout the country, with an annual output value exceeding 30 million yuan.

[development] the stealth champion of the foreign trade market has just started, producing slippers.

But by the beginning of 90s, with the improvement of people's living standard, the profits of slippers declined, and the market of sports shoes began to grow.

Sanxing shoe factory decided to produce sports shoes and expand production lines to meet market demand.

In the first year, they produced 30 thousand pairs of sneakers, and the output reached 200 thousand pairs in second years.

With the deepening of reform and opening up, Jinjiang began to have sporadic foreign trade on the strength of the hometown of overseas Chinese.

In 1992, Ding Shuibo discovered in a border trade activity that his products were also popular internationally.

He began to enter the foreign market in a big way.

In 1993, Sanxing company became the first enterprise in Jinjiang to enter the South African and African markets.

Since then, Sanxing has set up branches in the United States, Spain and Chile, and its products are exported to more than 40 countries and regions.

In 2000, Sanxing company was in the ascendant.

In the export market, Sanxing has become the invisible champion in the industry.

[XTEP] brand in the foreign trade market, Sanxing company can be said to be smooth sailing, but long-term OEM processing for others is not the long road for the enterprise. Only the self created brand is the right to control the market.

In 2001, the development strategy of Sanxing company made a major adjustment: from international manufacturing to domestic brand operation.

In the same year, the "XTEP" brand went out of the world and sounded the clarion call to enter the domestic market.

The appearance of XTEP has led the new trend of China's sporting goods industry.

It is the first sporting goods brand that combines the fashion and movement that has been successfully separated from the Chinese sports brand. It is the first brand to enable entertainment stars Nicholas Tse and TWINS to endorse sporting goods, and it is also the first brand to advocate the new fashion movement.

A new brand symbol should win enough attention and competitiveness in the market, which is undoubtedly a strategic challenge for XTEP operators.

"It is a great event for enterprises to pfer themselves to the domestic market from the long-term OEM processing for others.

There is a big difference between the two. In the past, the OEM process was based on the samples produced by others, ensuring the quality and delivery time. Now it has become a brand operation, from product development, production, marketing, store design, display to service, and all links must be done.

But with their own brand, the enterprise has gained a good ability of sustainable development, and also avoided the huge risk that the OEM processing may come.

Speaking of the difficulty of moving from the export market to the domestic market, Ding Shuibo's understanding is very clear.

Since 2001, XTEP has actively implemented differentiated marketing strategy and creatively integrated sports marketing and entertainment marketing to achieve fruitful results.

In 2001, XTEP's output value was only about 90000000.

In 2002, the annual output value of XTEP reached 2.5 billion.

At the same time, in the field of sports, XTEP started to work hard.

In 2005, XTEP strongly sponsored the ten sports meeting, with a huge sum of 16 million 200 thousand yuan to become the only partner in the sports industry of the ten games. It broke the monopoly of high-end sports events.

In March 2006, XTEP (China) Co., Ltd. as the strategic partner of the China Amateur Basketball open (CBO), represented the CBO organizing committee, the chairman of International Olympic Committee and the honorary chairman of International Olympic Committee, Mr. Juan Antonio (CBO consultant), giving the XTEP "CBO" special jersey with the name of Samaranch.

The number on the Jersey is "06", which means 2006 is the year of CBO.

After successfully shaping a distinctive brand personality, XTEP has also made great achievements in product development.

The wind and fire shoes developed by them have changed the history of sports shoes. From the monotonous white, blue and black color matching, the color gradient printing process has been revolutionized, bringing the movement into the full color era.

The wind and fire shoes are popular in the north and south of the river, and they sell about 1000000 pairs in one single.

It is proved that XTEP's brand operation is pretty beautiful.

In 2007, XTEP moved more and more in sports, and its reputation became louder and louder.

XTEP has become the top sponsor of the CX national elite competition, triggering a new wave of fashion sports.

XTEP has become the only partner of the six city sports products industry. It is also known as the two popular events of "six City Association" basketball and badminton. It also sponsors the "six City Club" appearance and award equipment of the delegation of the host city of Wuhan and the delegation of Fuzhou and Xiamen of the XTEP company.

The rapid growth and scale development of the company has brought forward higher requirements for XTEP's management.

How to make the enterprise remain invincible in the fierce competition market, and make the enterprise get second leaps and bounds with the help of the 2008 Olympic Games? How to make use of the information tools, optimize the business process, establish a scientific management system, and make the internal management of the enterprise develop towards the direction of systematization and refinement, become the problem that XTEP people should seriously ponder at the moment.

As early as in 2006, Ding Shuibo led XTEP's senior middle school to Tsinghua University for training, and visited famous companies such as Haier group and Tsingtao Brewery.

At this stage, Ding Shuibo pointed out at the launch conference of XTEP management information consulting project: "XTEP's management informationization is the two time for XTEP to start business, and whoever hinder the construction of XTEP's management informatization, I will smash the rice bowl of anyone."

In January 2007, XTEP information consulting project was officially launched.

The project team includes all the top and middle level leaders of XTEP, and the AMT consultant team composed of industry consultants and expert consultants.

Through the analysis and diagnosis of XTEP's business mode and management system, the project group clearly defined the development direction of business mode supported by IT, analyzed the overall goal and dependency relationship of management improvement and IT construction, formulated the blueprint, construction strategy and steps of XTEP's future IT construction, selected the breakthrough point, realized the successful combination of "management + it", and worked out the IT master plan for supporting enterprise's leapfrog development.

What kind of breakthrough and surprise will XTEP bring us? We will wait and see.