On December 23, XTEP Group Chairman Ding Shuibo, together with senior executives from its e-commerce division, running division, and national channels, made a special trip to Feiniu.com’s Shanghai headquarters to visit Feiniu.com CEO and RT-Mart China Chairman Huang Mingduan . One is China's leading fashion sports brand, and the other is China's largest retail hypermarket. The two parties have joined hands to establish a better-than-usual "omni-channel strategic partnership" relationship.
XTEP started a year of change in 2015, vigorously reforming its brand, products, organization and channels. In order to adapt to the changes in lifestyle trends, XTEP proposed the "Internet +" strategy to deal with this huge opportunity and challenge. Especially in terms of channels, we began to vigorously expand the Internet platform. In the Tmall Double Eleven shopping carnival that just passed, as the sole sponsoring partner of the footwear and apparel industry, XTEP perfectly combined sports, entertainment and e-commerce to create a full online shopping and all-round experience for consumers. consumption situation model. On that day, the number of visits to XTEP's flagship store reached 6 million UV (unique visitors), and e-commerce sales exceeded 100 million in a short period of time, making it the industry's leading brand in single-network sales.
XTEP's brilliant online performance has not satisfied XTEP. The integration of online and offline channels has become XTEP's next breakthrough. Therefore, it became inevitable for XTEP to cooperate with Feiniu.com, an e-commerce company that owns RT-Mart, an offline entity.
RT-Mart has now ranked No. 3 in China’s retail industry for seven consecutive years. It is the most satisfied with customers and suppliers, has the highest single store performance, and has not closed a store so far, with annual turnover exceeding 90 billion yuan. Feiniu.com, established in June 2013, has now expanded its services nationwide, has more than 10 million members, and has basically achieved integrated online and offline business operations. In particular, the Feiniu.com partner program launched this year has now grown to 500,000 partner members and attracted celebrities including world boxing champion Holyfield to participate.
The combination of online platforms and offline channels has brought RT-Mart-Feiniu.com into XTEP’s field of vision. Ding Shuibo particularly emphasized that the future of e-commerce must be an era of integration of online and offline. E-commerce companies like Feiniu.com, which owns RT-Mart, must be the most competitive retail companies.
XTEP and RT-Mart have already cooperated in physical stores and Feiniu.com, but this time the two parties have elevated their cooperation to a comprehensive strategic cooperation. Both parties will invest a lot of resources to promote in-depth cooperation across all channels and scope. In addition to online cooperation, in the next two to three years, XTEP will enter RT-Mart stores across the country in batches and become an omni-channel strategic partner of RT-Mart Feiniu.com. This move will definitely promote XTEP's online and offline strategic layout.
