XTEP - Embracer and Explorer of "New Retail" Revolution

On January 11, 2019, the "Creating and Sharing the Digital Future" Alibaba ONE Business Conference-2019 Global New Retail Summit was held in Hangzhou. At the meeting, XTEP was awarded the "New Retail Annual Brand Organization Upgrade Innovation Award", and Mr. Li Bo, Senior Director of XTEP New Retail Operations Center, won the "New Retail Apparel Industry Pioneer of the Year Award", which fully recognized XTEP as a passenger on the new retail high-speed train. one of the achievements. At the same time, XTEP's first comprehensive sports experience store, Suzhou Aegean Smart Store, has also recently opened, bringing consumers cutting-edge and interesting new retail technology shopping experience.

XTEP has long recognized that with the advent of the mobile Internet era, changes in consumer structure, shopping psychology and behavioral paths require us to make retail more systematic and refined, and to truly do retail based on consumer needs. Therefore, the group established a new retail operation center in 2017 to explore user-centered new retail marketing ideas in different sectors such as brand promotion, e-commerce, omni-channel, community marketing and special running groups. 2018 is a very important year for XTEP’s new retail exploration.

Organizational innovation upgraders on the road to new retail
XTEP was awarded the "New Retail Annual Brand Organization Innovation Award" at the Alibaba ONE Business Conference, which affirmed XTEP's continuous optimization of organizational structure, optimization of relationships between enterprises and customers, and optimization of partnerships in this digital era, thereby achieving retail upgrades . At the meeting, XTEP New Retail head Li Bo also won the "New Retail Apparel Industry Pioneer of the Year Award".

In June 2018, XTEP and Alibaba reached a new retail strategic cooperation and established a million-member project team led by the new retail operation center and using DingTalk as the interactive platform. From August to September, XTEP’s consumers registered more than 1 million DingTalk members, and more than 4,000 physical stores opened smart store systems, ranking first in the sports and outdoor industry. It is worth mentioning that on Double 11 in 2018, XTEP’s new retail stores grew by an average of 45% year-on-year, with a maximum of 135%. Among them, the incremental sales brought to offline through new retail operations accounted for 22%. The sales growth of new retail smart stores is higher than that of traditional platform e-commerce and higher than traditional offline stores. Let us see the growth of new retail. Great potential.

XTEP has realized the "six online" of new retail: organization online, store online, employee online, product online, service online, and payment online. Through DingTalk, XTEP has achieved efficient conversion of traffic, greatly improved operational efficiency, and ultimately achieved an overall improvement in management efficiency and consumer experience. In the future, the new retail era will pay more attention to the integration, efficient occupation and transformation of traffic. XTEP will continue to work together with DingTalk, using a new digital working method, and is committed to building a benchmark enterprise in the exploration and application of new retail in the field of sportswear.

A leading explorer on the road to new retail
Under XTEP's open concept of actively promoting online and offline integration, XTEP borrowed the DingTalk digital platform to upgrade its organizational structure, use data banks to depict XTEP consumer portraits, and achieve precise placement in offline stores. At the same time, it also built an The company's enterprise resource planning system (ERP system) has fully covered the XTEP store network, thus forming a comprehensive input of the "three-piece set" of DingTalk, Tmall, Alibaba Cloud, and Alibaba's commercial operating systems and a centralized output of digital management thinking.

We also combine new retail with XTEP’s eye-catching running club, which is XTEP’s operation of the runner community. Recently, XTEP's first sports experience store in the country opened grandly in Aegean Sea, Suzhou. The smart store integrates shopping, experience, testing, and entertainment, and can also make reservations for various running services.

XTEP Suzhou Aegean Smart Store
There are professional and fashionable sports products, cutting-edge and interesting new retail technology shopping experience, and a XTEP running club, which provides sports enthusiasts with bag storage, showers, foot shape measurement, body fat measurement, gait detection, training courses, etc. Multiple services.

  • One-stop service
  • Professional running equipment for you to choose from
  • Bring the best care
  • Intimate bag storage and shower services
  • Let you run freely without worries
  • Warm and comfortable leisure area
  • Allows you to relax after exercise
  • Sit down, read a book, and talk about sports to relieve stress.
  • 80% of the solution logic can be copied
  • 20% can be customized according to individual needs

Based on the four standardized scenarios of the customer journey of "entering the store - purchasing - trying on clothes - paying the bill", the business needs of "draining traffic - intelligent shopping guide - integrating into social media - increasing unit price per customer" are extracted, and then provide scenario-based solutions. In the overall implementation plan, 80% of the underlying logic can be replicated in all major stores. At the same time, these 20% of personalized functions can be quickly customized according to the personalized needs of different brands, such as interaction methods, interface effects, etc. Then, we can realize the rapid implementation of new retail solutions and personalized store operation effects.

  • Interactive marketing
  • Online and offline two-way write-off
In terms of traffic diversion, in addition to the large outdoor LED screen, two interactive marketing machines were placed in the entrance area of ​​the store, showing "receiving red envelopes with a smile" and "grabbing dolls properly" respectively. In terms of the write-off mechanism, XTEP not only has online write-off channels, but also connects to the Tmall membership system, and can also exchange gifts offline. In the future, the offline POS verification system will be further opened to achieve rapid offline verification.

  • Smart shopping guide screen
  • Automatic recommendation of popular models for men and women

The Xingchenyun shelf that everyone is familiar with has a new twist this time. Through comprehensive sensors, after identifying the gender of the customer in front of the screen, it will automatically push the top 20 products in the Tmall online store this week. Click to view the product details, and use big data to increase the purchase rate. A barcode scanner is added at the bottom of the screen. Scan the barcode of any product to quickly check the store's inventory. No shopping guide is needed, self-service shopping is more convenient.

  • Smart fitting mirror
  • Online and offline national show

When you put on the most exciting clothes and stand in front of the CC fitting mirror, the screen will rate you and record a try-on video. The CC fitting mirror supports simultaneous comparison of fitting videos and can be shared with friends by just scanning the QR code on the screen. Not only that, there is also a large screen on the wall in the store. With the customer's authorization, the store staff can push and play the fitting movie across the screen through the pad, creating a national show online and offline!

  • Enjoy discounts with smart additional purchases
  • The last step of marketing at the checkout
When paying at the counter, after the clerk scans the product barcode, the screen will recommend special products for purchase - this is the last step of marketing for precise customers and increases the unit price per customer.

  • Technology makes sports more fun
  • ▲Alibaba Sports Smart Track Signing Ceremony
  • (The country’s first smart runway is about to be completed)
  • Light and shadow effects, smart devices, cloud data support
  • Runners can monitor their personal fitness index at any time
  • Enjoy more "smart" services
In 2019, XTEP, Alibaba and other partners will continue to conduct in-depth exploration of new retail, hoping to lead the traditional retail industry into a new era driven by big data through digital empowerment.