XTEP'S New CEO Li Guanyi Has Been In Office For About Half A Year.

Li Guanyi has worked for Adidas, ESPRIT and other companies, and has obtained a bachelor's degree in fashion design in her early years. Her highlight in her resume is that she once led Adidas North District to achieve 3 billion 300 million of its business from 700 million yuan, and then served as head of ESPRIT China, and helped to rebuild its brand and channel reform.

After serving two international brands (ESPRIT 1968 was born in San Francisco, USA), Li Guanyi now chose XTEP with a revenue of only 4 billion 777 million yuan.

"I've been an old friend with Ding for many years, and I have always been concerned about XTEP. Now I have this opportunity."

At the dinner party, Li Guanyi spoke lightly of his decision on lazy bear sports.

And at this order meeting, XTEP also recommended the new CEO.

Not only that, XTEP also recruited three international designers, hoping to enhance the design of XTEP products.

In the field of spokesmen, NANA, Li Yifeng and other endorsement stars have been signed.

One detail is that the entry of new professional managers has already had some impact on XTEP's original family management system, which will inevitably lead to some new changes and touches, and how Ding Shuibo must retain and inspire their potential is also something that must be considered.

Especially in terms of product positioning, Ding Shuibo and his team have been proud of XTEP for many years. XTEP has been on the route of differentiation. When other brands focused on sports, the family first started with entertainment stars, and successfully co operated with entertainment stars such as Nicholas Tse and Han Geng, chanting the slogan of "fashion leisure sports".

While others focus on basketball, XTEP has turned its attention to football, such as sponsoring Premier League teams Bermingham, Villarreal in the Spanish League, and Yongchang, Shijiazhuang. They even sponsored the college football league.

Now,

We need to change - they have to go back to sports and put labels on the outside world.

Of course, the pformation of XTEP, in fact, the German company Adidas also encountered.

In the past, ADI impressed the outside world with the "fashion movement". They put the new trend of product design, cool and bright, especially consumers in China.

Of course, they signed Maddie and other stars in China also have great influence) rarely remember their signing of sports stars, but they signed Eason Chan, Li Bingbing, Stefanie Sun, Gillian Chung (A Jiao), Daniel Wu and so on impressive.

This is understandable.

On the one hand, the differentiation of ADI can be distinguished from Nike, the biggest competitor, because the latter is more focused on sports, and on the other hand, it can get closer to consumers.

ADI had made great progress because of this plan, but now ADI is a little bit troublesome.

It has been annoyed by rival under armour in the US market, let alone Nike.

The advantages of under armour and Nike are sports attributes and technology content.

In the recent "2016-2020 five year strategic plan" proposed by Adi CEO Haina, he proposed to grab market share from under armour and Nike.

In addition, ADI needs to emphasize his own athletic attributes besides his own "fashion sports".

In early February, there were some signs in the advertising film "Sport 15" launched by ADI.

This almost all the athletes signed by Adi signed together to build a new brand story, hoping to move positive young people through sports.

"The last goal was irrelevant. The last victory was completely forgotten.

In the past, we have lived in the present. No one is in charge of this moment. "

The advertising film said.

Of course,

At the same time, XTEP showed the importance of sports and the change of the domestic environment.

With the rise of the middle class in China, they will inevitably increase their demand for participation in sports.

More importantly, the government has combed the sports industry from the national level, relaxed the examination and approval of sports events, and encouraged the movement.

These are undoubtedly good for Brand Company.

"We are from"

Back to sports "is not to abandon the fashion movement, but to say that fashion sports are still an attribute of ours, but we attach great importance to sports."

Guo Yizhe, director of XTEP brand, emphasizes on lazy bear sports.

He is worried that consumers will be misled after watching this slogan.

In fact, no matter from ADI or XTEP's recent signing of athletes and promotion, although they are important in sports attributes, they will not give up the fashion movement because they are successful because of this differentiation and have accumulated a large number of consumers.