XTEP'S New Path In Shoe Market Predicament

With the 2007 Women's World Cup, the 2008 Olympic Games and the 2010 Asian Games hosting power settled in China, these efforts have greatly stimulated China.

The intrinsic potential of the industry, whether it is the international brands headed by Nike and Adidas, or the domestic brands represented by Lining, Anta and XTEP, have increased their investment in China, and the competition is becoming increasingly fierce.

With the 2007 Women's soccer World Cup, the 2008 Olympic Games and the 2010 Asian Games hosting power settled in China, these most vigorously stimulated the potential of China's sports footwear industry. Whether Nike, Adidas headed by the international brand, or the domestic brands represented by Lining, Anta and XTEP have increased their investment in China, and the competition is becoming increasingly fierce.

Through the development of several years, the domestic sports shoes industry has been embodied as a Pyramid type: the top international brands such as Nike and Adidas are at the top of the tower. Lining, Anta and so on are in the middle and high grade, while XTEP, the "noble bird" and other brands almost cover the whole middle range.

The low end of Pyramid is a huge rural population of more than 800 million people.

This is the site of domestic brands and counterfeit products.

At present, the sports shoes industry is facing a serious crisis.

Lining, who once became the leader of China's local sports brand in the 90s of last century, has remained the focus of media attention in 2012.

It's not because of Li Ning Co's performance, but because of various problems, such as the continuous emergence of various problems, closing stores, issuing surplus police, high level exchange of blood, and from continuous high inventory, market value of 4 decline to 76%, Goldman Sachs abandoning, declining orders, same store growth......

Not only is Lining's business facing cold winter, the domestic sports brands have encountered "golden ten years curse".

Every sports brand is trying to get rid of the bondage of the curse. The XTEP brand has evaluated the situation and opened up a new market -- children's wear.

In 2011, XTEP group formally launched the "XTEP children's wear" brand. In 2012, the Xiamen XTEP children's products Co., Ltd., which specializes in the operation of the brand, was established under the guidance of the group's "multi brand and diversified development strategy". The XTEP children's clothing adhering to the spirit of "unity, pragmatism, hard work and Transcendence" and the business philosophy of "go hand in hand and win win win together" are striving to become China.

The famous brands and leaders of the market are of great significance for the development of XTEP group.

The new path of XTEP group has led enterprises to step out of the cold winter and develop at a higher level.

Other sports brands should also identify their positions, develop their own characteristics, enhance their brand awareness, improve their advertising levels, refrain from vicious competition, perfect market development and regulate the industry's competition, and finally wait for the spring of sports industry.