XTEP'S Brand Strategy Is: Sports + Entertainment.

As the only one of the sponsors

In the course of the competition, it can be full of eyeballs.

In this marathon, journalists can see XTEP's special brand publicity everywhere, such as the players.

The members of the special runner race (XTEP running club), the personalized petrol DIY Kanban on both sides of the road, the running shoes experience area at the front gate of Huanglong gymnasium, and the experience area of the power nest fire shoes try to attract a lot of attention.

In November 1st, the Hangzhou marathon fired a gun at Hangzhou Huanglong Sports Center Square in 2015.

Nearly 30 thousand road running enthusiasts from 45 countries and regions including the United States, France, Austria, Australia, Azerbaijan, Taiwan, China and Hongkong participated in 5 events, including marathon, lovers running and family running.

In the end, Ethiopia Danel Aschenik Derese won the champion of the men's group in 2 hours, 12 minutes and 30 seconds.

Ethiopia's Ayelu Lemma Geda won the women's group championship in 2 hours, 37 minutes and 14 seconds.

As the only sports brand in the sponsor, XTEP has made a lot of attention in the course of the competition.

In this marathon, journalists can see XTEP's special brand publicity everywhere, such as the clothing of the contestants, the members of the special runner (XTEP running club), the personalized petrol DIY Kanban on both sides of the road, the running shoes experience area at the front gate of Huanglong gymnasium, and the experience zone of the power nest fire shoes and so on, which has attracted a lot of attention from the stream of people.

Marathon can once again trigger a nationwide upsurge of fitness. Whether it's a running fan or a group of fans who are excited and screaming, though it is a bleak winter in the autumn, after experiencing a large-scale shop closet, it seems that the prospect of sports brand like XTEP has come to a new round of spring.

In August this year, XTEP group released the mid term announcement of 2015 performance.

The announcement showed that the net profit of XTEP in the first half of the year was 343 million 500 thousand yuan (the same below), up 20.86% compared to the same period last year. During the period, the income increased by 12% to 2 billion 391 million yuan, of which footwear income increased 12.7% to 1 billion 495 million yuan, clothing revenue rose 7.8% to 844 million yuan, and accessories income increased 1 times to 51 million 400 thousand yuan.

The gross profit margin increased by 1.4 percentage points to 41.8%, which mainly benefited from the increased sales of professional products with higher profits, and the gross margin of footwear increased to 43.5%.

{page_break}

In the first half of 2015, XTEP's brand strategy was mainly: Sports + entertainment, sports mainly marathon and sponsorship football teams and league matches. Entertainment was mainly celebrity endorsement and sponsorship entertainment programs.

In recent years, XTEP has gradually turned to marathon sponsorship, which stems from the rise of running in recent years.

According to XTEP's semi annual report, "in 2015, XTEP sponsored 15 famous international marathon events in mainland China and Hongkong. It is a sports brand sponsoring the largest marathon in Greater China."

Running is one of the easiest and easiest to participate in sports. It has a wide range of people and needs, do professional running shoes, vigorously support marathon races, enlarge the "love running, love XTEP", and XTEP has the opportunity to surpass in this niche market.

At present, local sports brands are rarely involved in football sponsorship and league matches, while sponsoring football is one of the important platforms for promoting sports brands internationally. XTEP is also at the forefront.

Nicholas Tse, a popular entertainment star, can attract a lot of fans' attention. XTEP has also made timely adjustments to choose the Korean star combination and China's shining idol Li Yifeng.

Under the current environment of information overload and media diversification, hot entertainment programs such as "run! Brothers!" and so on have super high ratings, which are of great benefit to brand exposure.

Before, the sponsorship of XTEP's successive national games and Hunan satellite TV's "day to day" is also one of the examples of "sports + entertainment" operation.

In the future, emphasizing marathon elements, relying on running and entertainment, XTEP can walk out of a brand way which is obviously different from Anta.

According to the data released by the China Electronic Commerce Research Center, in the first half of 2015, the scale of China's online retail market reached 16140 billion yuan, accounting for more than 11% of the total retail sales of social consumer goods.

One of the reasons why XTEP's performance in the first half of the year is boosted is the increase in electricity sales revenue, which accounts for the group's sales revenue from low units to high units.

According to XTEP's semi annual report, XTEP brand is also the highest sporting goods brand in Tmall.

The group is the highest customer satisfaction brand in the domestic sports brand of Tmall platform, achieving 4.8 points in the highest score of 5 points.

At this point, XTEP is leading, and it also wants to increase its leading edge.

In August, XTEP signed a strategic agreement with Tmall and Shun Feng to further cooperate in new products, big data and distribution.

In terms of electricity supplier operation, XTEP has made a few small points to do well: first, to further strengthen online sales and supply chain management; two, at present, 70% of online sales are low price special products, attracting price sensitive young customers, and three is to allow dealers to sell online and have a more open mind.

According to relevant research data, although the price of network sales channels is low, but because of direct operation, XTEP's electricity business "gross margin is expected to be close to 50%".

Although XTEP has a strong performance in the running market, Cheng Weixiong, a well-known marketing expert, believes that it is not because of the heat of running that sports brand spring has started again, and running reheat is still a few. According to the relevant data, it does not exceed one million of the marathon.

It is unscientific for a business operator to decide whether to bet on running products and their derivatives. Therefore, it is necessary to consider them according to their own advantages rather than simply follow suit.

Whether the sports brand is really hard to say in spring? There are still limited market space for running products.

The lack of sportsmanship of large and whole local sports brands has become a common understanding. Shoes sell well and make shoes, clothes sell well and make clothes. Leisure can pform energy into leisure, outdoor sense and turn to outdoor. To the outside world, sports brand is just continuous self movement and professional precipitation without movement. With sports subdivision, professional division of labor should be more and more meticulous.