At the beginning of 2015, XTEP officially announced that it had entered the era of "reform" and proposed a consumer-centered "3+" strategy to create a unique "extraordinary feeling" unique to the brand. In addition, XTEP also focuses on the running field, with the mission of "China's leader in running", strengthening the professional attributes of products, inviting sports stars, sponsoring road running events, improving runners' services, creating a running ecosystem, and striving to become "China's public The brand of choice for runners.” According to third-party Yue Pao Circle statistics, in the four important domestic events of 2016 Beijing Marathon, Shanghai Marathon, Guangzhou Marathon and 2017 Xiamen Marathon, XTEP has ranked first among domestic brands in terms of running shoe wear rate after 37 kilometers within 3 hours. . The award for the most popular Chinese road running shoe brand in 2016 undoubtedly reflects the recognition and support of XTEP from the majority of runners, and also establishes XTEP's position as the first choice brand in the minds of runners.
This annual running brand selection event takes advantage of "China's First Brand Day" and is jointly launched by Sina Sports and Sina Weibo after May 10. It is reported that this selection, which can be called the "Hall of Honor for Running Brand Selection", has also attracted the attention of nearly 10 million netizens, and various road running-related brand selections have received more than 50 million votes from netizens.
In addition to garnering huge attention, this year's selection also has two features: On the one hand, co-sponsoring the selection event with the Chinese Athletics Association is a new attempt by Sina Sports to join forces with official government agencies and complement each other's strengths, pushing Sina's running selection towards a more It moves forward in an authoritative, professional and normative direction, while also providing a platform for in-depth communication and exchange for the majority of running enthusiasts and industrial organizations.
On the other hand, the launch of the annual best running brand online voting on China Brand Day also provides a very good platform to promote the development and image display of China's local sports brands. Sina Sports invited senior executives of local sports brands such as XTEP and The CEO conducted an exclusive interview on the future strategic development and planning of local brands, providing good ideas for the development of other local brands. At the same time, it was found from the voting results that the gap between local sports brands and foreign brands is constantly narrowing, which also illustrates the importance of brand strategy for product and enterprise development.
On the day of the ceremony, a total of 26 awards including the 2016 Best Running Brand Award, the Annual Organizing Committee Award, and China's Top Ten Running Groups were announced.
