Netease Sports reported on August 19
On August 18, 2023, “World Running Shoes China Xtep”XtepThe brand strategy upgrade results conference was held at the Great Wall of Beijing.In the distance from “world-class Chinarunning shoes“In less than a year since the strategy was released, Xtep’s upgrade results are gratifying: helping to break the Chinese marathon record that has been dusty for more than 15 years, leading China’smarathonEntering the 207 era, in the first half of 2023, China’s top 100 men’s marathon runners will have the highest wearing rate of equipment, achieving a comprehensive lead from professional events to product coverage. Chinese running shoes represented by Xtep are continuing to lead.
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(Xtep brand strategy upgrade results conference was held at the Great Wall of Beijing)
Duan Shijie, former chairman of the Chinese Athletic Association, Bao Mingxiao, dean of the China Sports Policy Research Institute of Beijing Sport University,Chinese Athletics AssociationGao Shan, Deputy Secretary-General, Wang Yi, an expert in China’s manned spaceflight engineering, Wang Junxia, an Olympic champion, the marathon champion running team, and Xtep brand spokesperson Wang Hedi, and other big names in various fields witnessed together.
Let the national marathon record belong to Chinese running shoes
2 hours, 07 minutes and 30 seconds He Jie, wearing domestic running shoes, broke the 15-year-old Chinese marathon record in the spring of 2023. He wore the 160X series of running shoes known as the “championship version”. less than half a year has passed since the press conference. Since then, the running shoes that set the Chinese marathon record have officially changed from the “foreign” brand to “Chinese running shoes”.
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(Xtep helps China’s marathon break through)
“From 2007 to 2023, it took more than 15 years for China’s marathon record to enter the 207 era. Xtep helped China’s marathon break through and created top-level running shoes that surpassed the world, and it happened to accompany it for more than 15 years.” Xtep dares to take up the banner of “world-class Chinese running shoes”, not only from breaking the marathon record, but also from standing at the forefront in the past 16 years, leading Chinese road running brands in international marathon events, international running shoe awards and other world arenas An impressive feat. As of July 31, 2023, Xtep has helped 60 Chinese athletes win 292 marathon championships. In the past year alone, Xtep has won 17 IAAF label event championships.
After listening to Xtep’s development history and strategic achievements, Wang Yi, an expert in China’s manned spaceflight engineering and aerospace instructor, said: “The spirit of spaceflight is the same as Xtep’s sports research and development. Achieving world-class”, the two achieved accelerated leadership with the attitude of “China Speed” in their respective fields.
The new generation of “championship running shoes” has become the ceiling of racing running shoes
The running shoes under the feet of the two “new kings” who broke the Chinese marathon record carry Xtep’s obsession with running. Behind the “Chinese speed” in the marathon is the epitome of Xtep’s intensive cultivation of the track, innovative production and research.
Ding Shuibo, chairman and CEO of Xtep Group, mentioned two words when sharing the reasons for the achievement of brand strategy upgrading: long-termism and differentiation.Looking back at Xtep, focusing on its own professional field, which was laid out 16 years agorunningtrack, and quickly become a world-class running shoe, and build a professional running shoe mind. At the same time, it insists on creating differentiation with extreme professionalism. In 2015, it invested a huge amount of money to build a world-class running laboratory X-Lab, aiming to transform the world’s cutting-edge sports science into practical running technology and become a professional brand in the running business. technical chassis.
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According to iResearch, there will be nearly 300 million mass runners and 100 million core runners in China in the future.the runner. Just running shoes will have a market size of hundreds of billions in the future. Faced with such a broad prospect, Dr. Bao Mingxiao, dean of the China Policy Research Institute of Beijing Sport University, gave an answer to how to identify and deeply cultivate the company’s own development track: Xtep’s development history has provided a good example for other Chinese companies. The first is to select the right track for deep cultivation, and the second is to increase scientific and technological research and development.
Daily running around the world allows more people to run
Running is the sport of choice for Chinese people. As Chinese runners become increasingly professional and there is plenty of room for equipment upgrades, they are ushering in a period of accelerated development. Therefore, China’s sports industry is also known as the “golden track.” Xtep, who is on the track, will accompany China’s road running business, extending from running shoes and symbiosis in ecology.
Since entering the road running track, Xtep has continuously improved the construction of the running ecosystem from the dimensions of events, professional equipment, and social interaction. In 2019, Xtep and the Chinese Athletics Association jointly launched the “Chinese Race for All People” plan, which rewarded athletes with more than 8 million yuan in cash and equipment. At the same time, Xtep is also the sports brand that sponsors the most marathons in China. Since 2007, it has sponsored more than 1,000 marathons. While helping Chinese players “get up”, Xtep also continues to encourage more Chinese people to “run up”. It is reported that Xtep has established China’s largest and most active brand running group “Special Running Group”, which has attracted more than 1.9 million members and established 49 running clubs dedicated to serving runners. It is known as “Chinese runners’ own brand”. The “321 Running Festival” of the “Festival” has also been held for 8 consecutive years. Not long ago, on behalf of the Chinese brand, Xtep paid tribute to Athens, the origin of the marathon. Wang Hedi, the spokesperson of the Xtep brand, launched a global daily run from west to east as the global leader. Among them were He Jie, the marathon record holder, and Gusi The champion athletes from the five countries on the road, as well as nearly a hundred world-renowned runners and members of the national special runners ran eastward in a relay. It lasted seven days from Athens, and finally on August 18, the marathon torch symbolizing speed and passion, courage and hard work will be held Handed over to Xtep brand CEO Tian Zhong and Xtep brand spokesperson Wang Hedi, they will be delivered to Beijing Simatai to light up the Great Wall together, and let the world go eastward with the attitude of “world running shoes China Xtep”.
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(Xtep brand CEO Tian Zhong and Xtep brand spokesperson Wang Hedi light up the Great Wall together)
Author: Zhao Hang
2023-08-19 14:57:49
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