At the meeting, Ding Shuibo, chairman of the board of directors of XTEP Group, said in a letter to the group’s employees: In 2015, XTEP broke the old thinking, model and pattern and created gratifying achievements; In 2016, XTEP will continue to adhere to "change", adhere to its ideals, do the right things, truly transform itself, contribute to society, and rebuild the future of China's sporting goods industry!
Dear friends, Happy New Year to everyone!
First of all, on behalf of the company's board of directors and management, I would like to express my most heartfelt thanks to everyone for their hard work over the past year! I would also like to wish you all a happy new year in advance, and wish all business partners a happy and prosperous new year, and may your family be happy and healthy!
As GDP growth slows down and economic downward pressure increases, "structural adjustment and mode transformation" is by no means an overnight process. From an industry perspective, China's sports industry is expected to reach 5 trillion in scale by 2025, and the industry's recovery momentum has further emerged. According to Nielsen surveys, the per capita expenditure of Chinese runners is 3,601 yuan, and those registered with the China Athletics Association in 2015 There were 134 marathons, an increase of 83 compared to 2014, an increase of more than 160%. It can be seen that the Chinese running market is still a blue ocean with extremely considerable room for growth.
Looking back at XTEP's own development, we have created many achievements that you can be proud of in the past year.
I think the first thing that bears the brunt is the return to sports. At the beginning of its business, XTEP quickly opened up the situation with the differentiated positioning of fashion sports, and used "entertainment celebrity endorsement + appropriate event sponsorship" as a means of marketing, creating good results. When sports transformed from symbolic consumption to a real lifestyle, XTEP quickly and firmly changed its strategy, increased the research and development of professional products, strengthened the dissemination and promotion of professional events, deeply cultivated the running market, and expanded the football market. , laying a solid foundation for the next development. Today, XTEP has sponsored more than 20 marathon events, basically covering provincial capitals and first-tier cities.
The second is our adjustment of the business model, from wholesale to brand + retail, accelerating the establishment of retail teams, and strengthening the management efficiency of the headquarters and terminals by establishing standardized terminal retail manuals and systems, so that the brand value can truly reach every consumer at contact points.
The third is product breakthrough transformation. In 2015, the company's shoe and apparel products have made significant improvements in product planning and design, enriching the category structure, improving the sports attributes of the product, improving the comfort of the product, and improving the technological functions of the product to make the product more in line with consumer needs. , more market competitive. In terms of footwear, we have launched four core technology platforms: power nest, shock-absorbing cyclone, pneumatic ring and soft cushion, which have initially established the professional attributes of our sports line products. In addition, in terms of clothing and accessories, the category structure has gradually become richer and more reasonable, and there have been obvious breakthroughs and innovations in technological functions and fashion.
The last point, I think, is reflected in channel management. In 2015, the group promoted channel reform, conducted a comprehensive review and inventory of channels, more clearly defined the market business district standards, optimized and adjusted the store structure, made location selection more precise, and opened stores more efficiently; it also opened cooperation with "Wanda" and "Wanda" The strategic alliances between RT-Mart and other supermarket giants have laid a solid foundation for the company’s vigorous entry into supermarket channels in 2016.
In 2015, XTEP launched the "3+" strategy with consumer experience as the core, namely "product+", "sports+" and "Internet+". "Product +" upgrades products; "Sports +" integrates products and services; "Internet +" responds to lifestyle trends and fully interacts online and offline. In 2015, e-commerce XTEP’s single-brand sports shoes ranked first in sales across the entire network.
In 2015, XTEP was rated as the “Listed Company with the Most Investment Value” by an authoritative organization.
In 2015, XTEP launched multi-screen interaction with Tmall to reconstruct the "consumption + entertainment" model; it joined forces with financial institutions to combine wearable devices and payment technology to provide consumers with a more convenient service experience.
In 2015, 7 years after XTEP went public, it had paid RMB 5 billion in taxes, donated about RMB 200 million to social welfare, and created employment opportunities for 50,000 people. This has enabled XTEP to give back to the public and reflect the social qualities that a company should have. responsibility.
The reason why we were able to achieve these achievements in 2015 was, firstly, due to our strong execution ability, and secondly, our value system of having the courage to strive hard and make progress. Thank you to my team and all my business partners for their hard work! I know that without you, no matter how great your ideas are, they are just empty talk. But I want you to know that on the road to brand value creation, we need to constantly break, break old thinking, old patterns, and old patterns, and rebuild our common future! This is the corporate gene of XTEP, we only insist on being ourselves!
In 2016, we will continue to intensify our efforts to deepen changes and implement the five major strategic measures of "running forward, clothing renaissance, channel strengthening, quality attack, and back-end support"; we will optimize the organizational structure and form a complete complementation and sharing of resources. Comprehensively improve the effectiveness of the organization; fully promote the "3+" upgrade and improve the implementation effect; create and establish a corporate culture that matches the retail transformation, focus on execution, emphasize pragmatism and solidity, and create efficient organizational synergy capabilities for XTEP We will work together to achieve the strategic goal of becoming the “preferred brand for Chinese mass runners”.
The reason why I am sharing these thoughts on such a festive day is because I am optimistic about the future of China's sporting goods industry. No matter how bad the times are, there are still good companies, not to mention that the years when sports have become a lifestyle have just begun! The future is long, let us move forward together and cherish it, look up to the stars, keep our feet on the ground, stick to our ideals, and never give up!
XTEP, an extraordinary feeling!
