XTEP Exchange Changes: Management, Channels Will Change

45 years old Ding Shui Bo Leading XTEP to reform, in addition to giving up its CEO position and recruiting large numbers of senior executives such as design, XTEP also decided to "return from sports to sports".

However, though XTEP Put forward "from sports to sports", but from their signing stars Li Yifeng and Lin Zhenna (NANA) and other spokesmen, they will not abandon the fashion attribute, but the Brand Company, which has been focusing on fashion movement, has begun to concentrate more on sports.

After the interview, it was 10 o'clock in the evening. XTEP President Ding Shuibo sat on the downstairs elevator of Century Towers. The transparent elevator could reflect his face. He took a look at the mirror and found that there were several white hairs and some messy hair on his head.

Ding Shuibo took a quick cut.

Although it was 10 o'clock in the evening, Dante wave had to go to the "Xiamen Convention and Exhibition Center" not far from Century Towers. This landmark building on the north side of the island road is very representative because it is the starting point and end point of the Xiamen marathon race. "Xiamen" But for Ding Shuibo, it has another meaning.

Because XTEP's Q3 order will be held here in 2015. For this order meeting, Ding Shui Bo went through the final inspection rehearsal in the past.

Ding Shuibo needs a stage.

On the second day (January 6th), Ding Shui wave got up very early, and had a short haircut, which seemed more spiritual and young.

The order will start in the afternoon.

When the host introduced Ding Shuibo to speak, he trotted onto the stage. He picked up the microphone and introduced his top management team in a standard Mandarin. On the stage are about 3000 dealers from all over the country. They all come to XTEP's order meeting.

In the 40 minute speech, what Ding Shuibo said most was "reform". The product line can be divided into three categories: sports performance, sports life and sports fashion. Sports performance includes running series of footwear, clothing and accessories, sports activities including leisure series of footwear and campus series of clothing and accessories, while XTEP has always been the main player. Sports fashion "Finally, it includes the city series of footwear, clothing and accessories.

"Now all the topics in our company are talking about how to change and how to transform. This is what our group has been talking about and doing in the recent year, including next year." Ding Shuibo emphasized two key words on "lazy bear sports": "transformation and transformation."

In the face of the 3000 most important dealers in XTEP, Ding Shuibo talked about the three step reform of XTEP.

The most important first step is to speed up the transformation and upgrading of channels, and recommend channel transformation in four steps: nationwide stores inventory, national store upgrading, channel structure adjustment, and store upgrading. The second step is to enhance the coverage of high-end cities: enhance the coverage of Shoppingmall, department stores and shopping malls. The third step is to establish a commodity circulation channel to solve the inventory problem in an all-round way.

"The first transformation is brand, the second is product, and the third is retail transformation." Ding Shuibo said to lazy bear sports.

In order to reform, XTEP has made three adjustments in terms of management, and 1. has strengthened the retail support construction: increasing the retail team at headquarters, increasing the agent's retail support; and 2., adjusting the system directly to strengthen the retail and execution efforts. 3. set up a running department.

"We used to (after delivery, no matter what) the good days are over." Ding Shuibo reminded the presence of XTEP employees and their dealers said.

It can be seen that XTEP entered the reform period, and everyone entered a critical moment of transformation. At the dealer conference, the 45 year old Ding Shui Bo first put forward the slogan of XTEP to "return to sports from fashion movement". Under this positioning change, XTEP will carry out all aspects of transformation in management structure, design and channel.

"XTEP as a sports brand, the concept of life is very good, but we must join the sports industry." Ding Shuibo said.

It's not easy. You know, the Jinjiang brand, the first export brand, has never made such a big change in the more than 10 years since it was renamed XTEP.

"Here, for the first time, I officially announced that XTEP will return to sport from the fashion movement," Ding Shuibo said in front of 3000 dealers.

In fact, according to the lazy bear, before the declaration, XTEP's internal reform has shocked all levels. For example, in order to achieve this change, Ding Shuibo has made his CEO position come out. His explanation is, "since XTEP wants to change, the boss must first change, and first we must change ourselves."

At present, 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, XTEP is going to make a change - they want to go back to sports and put labels on the outside world.

Of course, the transformation 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.

Well, Adidas In addition to their own professional skills, "fashion sports" also need to emphasize their own sports attributes.

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, ADI and XTEP at the same time show the importance of sports, but also related to changes in 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 moving from" fashion to sports ", not to abandon fashion, but to say that fashion is 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.

It is necessary for them to be cautious.

However, XTEP is more daring than prudence because its recent earnings report is not excellent.

In 2014, XTEP's revenue rose 10% to 4 billion 777 million yuan, but its net profit fell by 9.7% compared to 895 million yuan in 2013. XTEP's earnings report may reflect that in 2011 and 2012, when Anta and Lining were dealing with inventory, XTEP's response was slightly slower. Ding Shuibo, who has always attached too much importance to dealer relations, did not adopt radical or even extreme ways to carry out channel reform.

Ding Shuibo has been aware of the problem and has a clear road map for reform.

At the end of the order, Nicholas Tse appeared. This brought the scene to a climax. Chinese like Geely.