Introduction

Xtep has created a unique set of characteristic culture suitable for its own brand.

Fashion, avant-garde, freedom and rebellion interpret the "Xtep" brand culture. High taste, high pursuit and strong innovation ability and vitality give the "Xtep" brand core value, "making sports unique" The brand statement vividly reflects Xtep's emphasis on experiential sports and the attitude of playing sports without being tired of sports. [Edit this paragraph] Brand culture Xtep, a unique brand culture, advocates avant-garde, fashion, individuality and freedom. It informs the public that the path it takes is unique, a fashionable pace that is both steady and independent. It provides reliable and abundant fashion supplies to everyone in the world who loves life and advocates fashionable lifestyles, and truly leads the new generation's pursuit of fashion.

The unique positioning of the "Xtep" brand:

"Our understanding is to be different from the times and compatible with ourselves."

"The people standing in front It is fashion, what you follow is fashion, and what you persist in is fashion. "

"Fashion is a trend, but fashion is eternal."

"Fashion must have the flavor of the times and reflect the times. The breath is expressed in its own way. "

"Fashion is avant-garde."

"It is a concept that is accepted by the public and is ahead of the average person."

"This is a new development of new concepts in human thought!"

Xtep - China's No. 1 fashion and sports brand

X design concept

Symbol The red color of victory conveys surging passion, the rhombus-shaped cube conveys calmness, composure, perseverance, and rationality, and the flexible curves crossing the cube are full of the beauty of dynamics, strength, and speed. The perfect visual combination of the two expresses Xtep's value proposition of rational transcendence and emotional publicity.

Explanation of the connotation of X

1. Spirit.

2.

3. [Edit this paragraph] Xtep Brand Story of large sporting goods companies.

In 2001, the company’s president Ding Shuibo, with his keen and unique vision, founded Xtep, the first fashion sports brand in China, and pioneered a new model of entertainment stars endorsing sporting goods, shaping the Xtep brand. The fashionable, rebellious and maverick personality has promoted the implementation of Xtep's brand differentiation strategy and led Xtep into a new era. With the continuous expansion of the company's business scale and the vigorous development of the sales market, Xtep's leading position in the industry has continued to consolidate. Xtep has become a representative of the fashionable genre in China's sporting goods. At present, the company has 5,800 employees, 45 internationally leading sewing lines and 12 molding lines. It has branches in various provinces, municipalities and autonomous regions in mainland China, with outlets all over the country. While striving to expand the domestic market, Xtep also targets the global market with a far-sighted business strategy. Its products have been exported to more than 40 countries and regions on five continents, and are deeply trusted and praised by global merchants. The first level.

Over the past few years, Xtep has created a unique set of unique culture suitable for its own brand. Fashion, avant-garde, freedom and rebellion interpret the "Xtep" brand culture. High taste, high pursuit and strong innovation ability and vitality give the "Xtep" brand core value. The brand declaration of "making sports unique" is vividly reflected Xtep emphasizes experiential sports and an attitude of playing sports without being tired of sports.

With the support of a strong and unique brand culture, Xtep takes the development goal of "the world's first fashion and sports brand" as its own mission. It is the first brand in China to use entertainment stars to endorse sports brands and use entertainment marketing to promote products. Xtep is full of legends In the development process of color, it has won many honors, including the title of "China Famous Brand Product" twice in a row; it has been certified as "China's Well-known Trademark" by the People's Court and the State Administration for Industry and Commerce; and it has been awarded "Export Inspection Exemption" by the General Administration of Quality Supervision, Inspection and Quarantine. " and the honorary title of "National Inspection-Exemption"; won the reputation of "China's Top 500 Most Valuable Brands" and "China Brand Annual Award No. 1 Brand in the Sporting Goods Category" by the World Brand Laboratory. These honors mean that Xtep has been recognized on a wider scale in society, and are also evidence of the rapid improvement of Xtep's product power, brand power, and terminal power.

As the number one brand in the field of fashion sports, Xtep has not only not separated from sports marketing, but also made extraordinary moves, actively sponsoring large-scale sports events and participating in social welfare activities: since 2004, Xtep has invested heavily in becoming the first brand of the Chinese people. *The only partner of the 10th National Games, and the exclusive right to sponsor the award-winning equipment for delegations from Jiangsu, the People's Liberation Army, Ningxia, Fujian, and Xinjiang during the 10th National Games. Xtep broke the monopoly of international sports brands on domestic high-end events

In 2006, after sponsoring the 10th National Games, Xtep once again joined forces with CCTV and the Jiangsu Provincial Sports Bureau to invest heavily to become the sole partner in the sporting goods category of the Third National Sports Conference and the leader of the Jiangsu Provincial Sports Delegation. Award equipment sponsor. At the same time, Xtep is also the exclusive industry partner of the China Amateur Basketball Open (CBO), the China University Volleyball League (CUVA), and the National Healthy Run.

In 2007, Xtep made another pioneering move by sponsoring the basketball and badminton games of the Sixth City Games of the People’s Republic of China and becoming a partner of the Six City Games; and sponsoring the Chinese Women’s Basketball League A (WCBA) and the Chinese Men’s Basketball League (NBL), sponsoring the National Extreme Sports Classic.

In 2008, Xtep struck again and became the only partner in the sporting goods industry for the 11th National Games of the People's Republic of China. As the 2008 Beijing Olympics approaches, Xtep exclusively sponsors the "Xtep National Youth Civilization Promotion Olympic Cultural Tour" Olympic train event, sponsors the Belarusian Olympic delegation's award-winning equipment, and invests heavily in CCTV to obtain advertising broadcast rights during the Olympics. Officially launch the Olympic strategy. Xtep's "dual-track" strategic model that combines entertainment and sports has injected unlimited vitality and vitality into the company and brand, ensuring its leading position in the industry.

On June 3, 2008, Xtep ushered in its glorious day and was successfully listed on the Hong Kong Stock Exchange. It officially joined the ranks of first-tier brands and first-tier enterprises and attracted the attention of global investors and all walks of life. Because Xtep has extended its brand culture and product style to fashion and life on the basis of sports, differentiated market strategies, and outstanding sales performance, Xtep Group and Xtep brand have left a good impression in the minds of global investors: in the next few years In the middle of the year, Xtep will gradually grow from a Chinese national brand to a world brand; Xtep will definitely have a place in the internationally renowned sporting goods camp!

In 2009, Yang Jiahao, a wealthy businessman from Hong Kong, China, took over the Premier League Birmingham Club. Then, in early 2010, the Birmingham Club announced that Xtep would become the team’s jersey sponsor for next season, and the Chinese brand entered the international market!

Today's Xtep is not only the number one fashion and sports brand, but also a disseminator and promoter of a healthy lifestyle. In the future, Xtep will continue to be committed to improving people's healthy living standards, dedicated to personalized products and high-quality services, providing a more comfortable and fashionable lifestyle for every young person in the world who loves sports and advocating fashionable life, and leads Quanzhou sporting goods Enterprises accelerate the process of internationalization, promote the rapid development of China's sports industry, and contribute their due strength. [Edit this paragraph] Xtep brand development From OEM expert to brand operation leader

Twenty years ago, Ding Shuibo founded Sanxing Company with 1,500 yuan and started the production and sales of sports shoes in Jinjiang, Fujian.

Because the market was a seller's market at that time, and the products were of high quality and low price, sales were booming, and the situation quickly opened up. In the mid-1990s, there was a huge demand for sports shoes produced in China in the international market. Ding Shuibo looked at the world, gave up domestic sales, and completely produced various styles of sports shoes for internationally renowned brands and merchants. The products were exported to five continents 40 Multiple countries and regions.

In the 2000 Sydney Olympics, the Chinese Legion achieved great success. The domestic sporting goods market is developing in full swing, domestic demand continues to increase, and the prospects are promising. After careful consideration, Ding Shuibo decided to walk on "two legs", both internally and externally. While doing a good job in the foreign market, he once again focused on the domestic market. This time, Mr. Ding was fully prepared: using international experience to solve design and development, using modern self-owned factories to solve production, and using contacts to solve distribution channels. The more revolutionary move was to invite Asia's superstar Nicholas Tse to be the brand image spokesperson, using entertainment Xtep promoted its own sporting goods brand through marketing. This differentiated brand promotion strategy was highly sought after by the market. Xtep's "Wind and Fire Generation" sneakers, accompanied by Nicholas Tse's dashing figure, were sold across the country, and Xtep became famous in one battle. The next year, Xtep Company (then Sanxing Company) continued its efforts and hired the beautiful girl group Twins as its image spokesperson, which effectively expanded the influence of the Xtep brand among boys and girls.

Because Xtep’s product style, spokesperson style and marketing style all pursue differentiation and pursue an extraordinary feeling, Xtep has quickly become a representative of the fashion trend in Chinese sporting goods. Of course, Xtep is a sporting goods company after all and cannot be completely divorced from sports marketing. However, Xtep became a blockbuster and officially signed a contract in October 2004 to become the only partner in the sports goods industry for the 10th National Games of the People's Republic of China. At the same time, it successfully sponsored five delegations from Jiangsu, People's Liberation Army, Fujian, Xinjiang, and Ningxia to receive award-winning equipment and named the badminton competition of the 10th National Games. With its outstanding performance in the 10th National Games, Xtep's comprehensive brand influence in the industry and sports circles has been greatly enhanced, and Xtep has officially entered the first sporting goods group in China.

With the rapid improvement of Xtep’s product power, brand power and terminal power, various honors have come one after another: twice rated as "China Famous Brand Product"; twice won "National Inspection-Free Product"; at the same time, it was It was rated as "China's Well-known Trademark"; and was awarded the title of "National Export Commodity Inspection-Exemption". Only three Chinese sporting goods brands have won this title, Xtep is one of them; it was also twice rated as the "China Brand Annual Award No. 1 in the Sporting Goods Category" .1 Brand”.

The comprehensive strength and development speed of Xtep Group have attracted the attention of the global entertainment giant - The Walt Disney Company of the United States: After many inspections and comparisons, Xtep was selected and authorized to develop and develop in mainland China. Design, produce and sell Disney sport products. Less than a year after Disney sport was launched, more than 400 stores have been opened and sales are booming.

At present, Xtep Group, under the leadership of Ding Shuibo, is successfully implementing a multi-brand strategy. It only took seven years to transform from an OEM expert to a brand operation leader.

From family business to modern management

As the saying goes: When brothers fight, father and son fight. Similar to most entrepreneurial bosses in Jinjiang, Ding Shuibo started his career as a family business, with his wife, sister, brother-in-law, younger brother, cousin and father working together. The biggest advantage of a family operation is that the management has consistent goals, easy communication, quick decision-making, and relatively low costs. Thanks to Ding Shuibo's intelligence, hard work, and the strong support of his family, his business took off, and Sanxing soon became one of the leading companies in the shoemaking industry in Quanzhou.

With the development of the business, especially after the establishment of Xtep (China) Co., Ltd., the workforce has expanded rapidly: more than 4,000 production workers, more than 400 R&D designers, nearly 300 production managers, and more than 300 marketing personnel, hundreds of human resources, administrative and financial personnel, and nearly 6,000 employees who are directly paid by Xtep headquarters. In addition, product planning, product design, factory management, processing plant coordination, supply chain management, distribution channel and retail terminal management, branding and marketing, human resource planning and utilization, financial management, administrative management...the division of labor is becoming more and more detailed. , the requirements are getting higher and higher. Ding Shuibo had high aspirations and sent Xtep to be listed in Hong Kong. The conflict between the listed company's modern requirements for corporate management and the original family-oriented operation became more obvious.

With the help of consulting companies, Xtep has carried out large-scale channel and terminal training projects, IT planning and implementation projects, human resources planning and implementation projects, corporate culture reshaping projects and Listing promotion project. The implementation of these projects not only costs a lot of money, but also takes up a lot of time, and daily business cannot be affected.

Among the dozen directors and nine vice presidents of Xtep (China) Co., Ltd., the core enterprise of Xtep Group, only four belong to the Ding family, and the rest are all professional managers who were promoted internally or recommended by headhunting companies. , they have an average of more than 10 years of industry experience, have master's and doctoral degrees from prestigious universities, and play a mainstay role in company management. As for the department managers and business supervisors, they are the backbone of the business who are appointed after going through open recruitment and layer-by-level evaluations.

Currently, Xtep's corporate culture, business processes, management systems, employee quality and status, and the company's market performance are among the best among its peers nationwide.

Belief: Customer-oriented, value partnership, maximize customer profits and success; have a team with high morale, respect and satisfaction; provide customers with quality, fashion, excellent service and Comfortable environment.

Values: Integrity, Communication and Teamwork, Quality, Innovation, Responsibility [Edit this paragraph] Xtep brand positioning At 9:00 on June 3, 2008, the Concierge Hall on the second floor of the Hong Kong Stock Exchange Clearing House. There are more than 100 suppliers, distributors, Xtep executives and staff from the political, business, financial, intermediary, and media circles that have long-term cooperation with Xtep from Hong Kong and various provinces and cities in mainland China. The men are all in suits and leather shoes, and the women are Everyone is dressed in formal attire.

At 9:40, Mr. Ding Shuibo, Chairman of the Board of Directors of Xtep Group, led the company’s senior executives into the venue, accompanied by Secretary of the Party Committee of Quanzhou Development Zone, Member of the Listing Committee of the Hong Kong Stock Exchange, and Chief of the Listing Section of the Hong Kong Stock Exchange. The central podium of the trading floor and delivered a short but passionate listing speech.

Xtep has created a unique set of characteristic culture suitable for its own brand.

Fashion, avant-garde, freedom and rebellion interpret the "Xtep" brand culture. High taste, high pursuit and strong innovation ability and vitality give the "Xtep" brand core value, "making sports unique" The brand statement vividly reflects Xtep's emphasis on experiential sports and the attitude of playing sports without being tired of sports.

Under the support of a strong and unique brand culture, Xtep takes the development goal of "the world's first fashion sports brand" as its own mission. It is the first company in China to enable entertainment stars to endorse sports brands and use entertainment marketing to promote products. When the Xtep brand was founded, it invited Hong Kong superstar Nicholas Tse to be its spokesperson. In 2005, the brand spokesperson joined the Twins Youth and Sunshine Group. As the 2008 Olympics approaches, the Xtep spokesperson family has added two Chinese band superstars, Wilber Pan and Jolin Tsai. While inviting celebrity endorsements, Xtep also continuously sponsors the Southeastern Music Awards Ceremony. A series of brand actions are combined into Xtep's unique entertainment marketing strategy. [Edit this paragraph] Xtep's advertising slogan makes sports unique

Because Xtep's product style, spokesperson style and marketing style all pursue differentiation and an extraordinary feeling, Xtep quickly became a Chinese sports brand Supplies representative of the fashion genre. Of course, Xtep is a sporting goods company after all and cannot be completely divorced from sports marketing. However, Xtep became a blockbuster and officially signed a contract in October 2004 to become the only partner in the sports goods industry for the 10th National Games of the People's Republic of China. At the same time, it successfully sponsored five delegations from Jiangsu, People's Liberation Army, Fujian, Xinjiang, and Ningxia to receive award-winning equipment and named the badminton competition of the 10th National Games. With its outstanding performance in the 10th National Games, Xtep's comprehensive brand influence in the industry and sports circles has been greatly enhanced, and Xtep has officially entered the first sporting goods group in China.

Today's Xtep is not only the number one fashion and sports brand, but also a disseminator and promoter of a healthy lifestyle. In the future, Xtep will continue to be committed to improving people's healthy living standards, dedicated to personalized products and high-quality services, providing a more comfortable and fashionable lifestyle for every young person in the world who loves sports and advocating fashionable life, and leads Quanzhou sporting goods Enterprises accelerate the process of internationalization, promote the rapid development of China's sports industry, and contribute their due strength.

Xtep has created a unique set of characteristic culture suitable for its own brand.

Fashion, avant-garde, freedom and rebellion interpret the "Xtep" brand culture. High taste, high pursuit and strong innovation ability and vitality give the "Xtep" brand core value, "making sports unique" The brand statement vividly reflects Xtep's emphasis on experiential sports and the attitude of playing sports without being tired of sports.

[Edit this paragraph] Spokespersons Jolin Tsai, Wilber Pan, Nicholas Tse and the top five fast girls

Xtep Brand Introduction The Chinese name "Xtep" means "one footprint", which is a homophony of the English name. It also shows the unique cultural connotation of Sanxing Group and Xtep brand, that is, the journey Sanxing Group has gone through is different from its competitors. Rapid changes, but also step by step; it also means that Xtep consumers are different. They are the new generation represented by teenagers, emphasizing avant-garde, fashion, individuality and freedom. They like fashionable and personalized sporting goods and express themselves in sports. Self, advocating freedom in life. The Xtep brand symbol "X" embodies the brand culture of "avant-garde, fashion, individuality and freedom" and represents an unknown and mysterious field and world that we need to explore. The top five fast women endorsed Xtep [edit this paragraph] Brand Honor in 2008

Won the title of the sole partner of the sporting goods industry for the 11th National Games of the People's Republic of China

Won the title of " The exclusive naming rights of Xtep National Youth Civilization Promotion Olympic Cultural Tour" event

2007

Won the sole partner of the sporting goods industry for the Sixth Urban Games of the People's Republic of China< /p>

Xtep won the honorary title of "China's No. 1 Sporting Goods Brand" by the World Brand Laboratory

Xtep won the first place in the "Brand Quanzhou" Public Impression Award

Xtep won the title of "2005 China's Top 500 Most Trusted Quality Companies"

Xtep once again won the title of "National Inspection-Free Product"

Xtep Won the title of strategic partner of the Third National Sports Conference

Xtep won the title of "National Export Commodity Inspection-Exemption"

In 2005

Xtep won the title of "China Famous Brand" again Product title

2004

China Famous Trademark

Won the title of partner of the 10th National Games of the People's Republic of China

Worldwide The Brand Laboratory awarded the title of "China's 500 Most Valuable Brands in 2003" [edit this paragraph] China's No. 1 fashion sports brand -------- A large sporting goods enterprise whose main business is selling XTEP brand sports shoes, clothing, bags, hats, balls and socks.

The company is located in the Economic and Technological Development Zone of Quanzhou City, Fujian Province, covering an area of ??188 acres and currently employs more than 5,000 people. In addition to the marketing center, export center, apparel center, shoe industry center, R&D center, and accessories business In addition to the department, quality inspection center, IT center, human resources center, financial center and president's office, the company also has 45 sewing lines, 10 molding lines, and supporting laboratories, embroidery, high frequency, printing, mold and other departments A modern shoe factory with an annual production capacity of more than 10 million pairs of sports shoes. The brand-oriented marketing strategy has allowed Xtep to form a sales system that adapts to the Chinese market and is dominated by brand stores.

Xtep, with the development goal of "the world's first fashion ● sports brand" as its mission, is the first domestic brand to use entertainment stars to endorse sports products, and is also the first domestic brand to advocate new fashion ● sports. brand. During Xtep's legendary development process, it has won many honors and won the title of "China Famous Brand Product" twice in a row; it was awarded the "China Well-known Trademark" certified by the People's Court and the State Administration for Industry and Commerce respectively; and was awarded by the General Administration of Quality Supervision, Inspection and Quarantine. The honorary titles of "Export Inspection-Exemption" and "National Inspection-Exemption"; these honors mean that Xtep has gained wider recognition in society.

In recent years, Xtep has combined the influence of celebrity endorsements and the title of the Southeast Top Music Chart, and has firmly captured the attention of the public with its unique "extraordinary feeling" of fashion, avant-garde, freedom and rebellion. Teenage hearts. Since Xtep invested huge sums of money to become the only partner of the 10th National Games of the People's Republic of China, and won the exclusive right to sponsor the award-winning equipment for delegations from Jiangsu, People's Liberation Army, Ningxia, Fujian, and Xinjiang during the 10th National Games, Xtep has broken through the international Sports brands have a monopoly on high-end domestic events.

In 2006, after sponsoring the 10th National Games, Xtep once again teamed up with CCTV and the Jiangsu Provincial Sports Bureau to invest heavily to become the only partner in the sporting goods category of the Third National Sports Conference and the sponsor of the award-winning equipment for the Jiangsu Provincial Sports Delegation. At the same time, Xtep is also the exclusive industry partner of the China Amateur Basketball Open (CBO), the China University Volleyball League (CUVA), and the National Healthy Run. This year, Xtep made another pioneering move by sponsoring the basketball and badminton games of the Sixth City Games of the People’s Republic of China and becoming a partner of the Six City Games; sponsoring the China Women’s Basketball League A (WCBA) and the China Men’s Basketball League (NBL), the title sponsor of the National Extreme Sports Classic. Xtep's "dual-track" strategic model that combines entertainment and sports has injected unlimited vitality and vitality into the company and brand, ensuring its leading position in the industry. In 2008, the company became the only partner of the 11th National Games of the People's Republic of China

In the future, Xtep will continue to be committed to personalized products and high-quality services to provide services to everyone who loves sports around the world. Provide a more comfortable and fashionable lifestyle for young people who advocate fashionable life, and contribute their due strength to promote the development of sports. [Edit this paragraph] Listing *V Xtep International (1368.HK) was publicly offered in Hong Kong from May 21 to 26, and was officially listed on the main board of the Hong Kong Stock Exchange on June 3. [Edit this paragraph] Xtep is the first partner of the "Eleventh National Games". The Organizing Committee of the 11th National Games and Xtep (China) Co., Ltd. solemnly signed the exclusive agreement for sports equipment in the Jinan Hall of Shandong Building. The sexual and exclusive partnership agreement documents respectively represent the two powerful hands of China's sports industry and China's sports industry tightly held together. Xtep Company can officially become the only designated partner of sports equipment for the 11th National Games of the People's Republic of China, and is the first partner to sign a contract. In addition to its strong corporate strength, it also has first-class product quality and first-class brand Image and excellent service are the fundamental reasons for winning in competition with many similar brands at home and abroad. Xtep (China) Co., Ltd.'s generous support for China's sports industry and its far-sighted business vision have won widespread attention and respect from the industry and society, and have become a good story in the industry.