XTEP: The Main Line Of Attack On The Two Or Three Tier Cities In 2016 Was About 10%.

On the evening of February 23rd, He Ruibo, chief financial officer of XTEP, told the media recently that the sales volume of XTEP in the same store was expected to increase in 2016, and that it maintained more than 7000 stores and concentrated on the growth of same store sales. At the same time, it was committed to integrating online and offline. It is estimated that online sales account for about 10% of the total business.

Among them, the gross profit margin of electricity supplier sales is 50%.

Meanwhile, He Ruibo also revealed that

In 2016, the focus was on the mainland market, which focused on the two or three tier cities. In the first tier cities, there were mainly experiential shops, and there were plans to open online stores in Hongkong.

"In 2016, the growth power of XTEP group mainly came from three aspects, one is the mainland pairs.

Demand is increasing. Two, the depreciation of the RMB will help to stimulate the consumption of the three or four tier cities, and the three is the growth of e-commerce business.

According to the announcement issued by XTEP group, XTEP group made a profit of 343 million 500 thousand yuan in the first half of 2015, up 20.86% compared to the same period.

The 2014 annual report revealed that the company's revenue rose by about 10% to 4 billion 777 million yuan over the same period, but it declined in terms of operating profit and equity holders' profits. These two have been the fourth consecutive year of XTEP's slide.

In response, Ding Shuibo, chairman of the board of directors of XTEP group, said that XTEP group will continue to implement the "3+" strategy with the core of consumer experience in 2016, that is, "product +", "sports +" and "Internet +".

He believes that this is the core reason why XTEP group can grow against the trend in 2015.

In addition, Ding Shuibo believes that channel change is also one of the reasons for reversing the decline in 2015. "In 2015, XTEP group promoted channel pformation, from wholesale to brand +

It opened a strategic alliance with "Wanda" and "big run fat" and so on, and laid the foundation for continued growth in 2016.

Reporters learned that in July 2015, XTEP signed a strategic cooperation agreement with SF EXPRESS to jointly develop logistics distribution and warehousing facilities. Then, in August, XTEP Group signed a strategic agreement with Tmall to carry out in-depth cooperation in new products and O2O.

In 2015, double eleven promotion, as of the evening of 8 points 5 points, sports brand XTEP in Tmall channel single brand sales of over 100 million yuan.

Public information shows that XTEP was founded in 2001 and listed in Hongkong in 2008. It mainly runs and sports apparel and supplies, and now has 7180 XTEP.

The shop covers 31 provinces, autonomous regions and municipalities directly under the central government.