XTEP Ding Shuibo: Take A Differentiated Route And Then "Overtake"

< p style= "text-align: center" > < img src= "/uploadimages/201401/19/20140119111042_sj.JPG" align= "center" border= "0" alt= "/" < < > >

< p > "sporting goods industry has no oligopoly, no monopoly, only bad commodities, no bad market."

Ding Shuibo said.

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< p > the problem is that when the domestic sporting goods industry is less than a href= "//www.sjfzxm.com/pioneer/" > /a >, there will be many changes in the future. Can XTEP maintain the average growth rate of the super industry and overtake "/p"?

< p > < strong > differentiation opportunity < /strong > < /p >

< p > according to McKinsey's statistical analysis of the growth of China's sporting goods, the average annual growth of domestic sporting goods enterprises is 5% to 6%.

But before 2011, almost all domestic sporting goods companies could get more than 30% year-on-year growth, and XTEP was no exception.

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< p > "McKinsey's research is very simple.

First of all, there is a natural growth process for both the sports population and the non sports population.

The second is the improvement of the frequency of sports itself.

Because the sports population has an impact on the non sports population, the frequency of consumer training increases, and the third is the improvement of the quality of sports equipment by consumers.

Song Jianhong, vice president of XTEP, said that the penetration rate of sports products is increasing, the speed of sports equipment consumption is accelerating, and the quality of sports equipment itself is improving. With these three points, enterprises will have an annual average 5% to 6% or even 8% to 9% high single digit growth, which has basic guarantee.

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< p > but XTEP is obviously unable to reach its present position on the basis of the average growth rate.

XTEP, with its brand name < a href= "//www.sjfzxm.com/pioneer/" > differentiation < /a >, has grasped the opportunity of Chinese sporting goods enterprises to "pick up gold" everywhere.

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< p > "when a market is immature, you can make money by selling casually. As long as you work hard, as long as you want to do it, you will gain something.

The market was relatively large at that time.

Now, the market and industry are becoming more and more mature, consumption is more and more rational, and the oversupply of products is an unchangeable reality, so we must work hard from the enterprise itself.

There is a phrase analogy, I think it is very classic - originally everywhere gold, can bend over to pick up; now gold is still in, but buried in the underground need to dig.

Ding Shuibo said.

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< p > < strong > based on the three or four line < /strong > < /p >.

"P" just opened the world's largest flagship store in Shanghai. It plans to open about 100 stores a year in China, and the channels of Nike, Adidas and other brands have never stopped. How can XTEP stick to its three or four line city's main target "a href=" http: //www.sjfzxm.com/pioneer/ > consumer market < /a > < /p >

< p > Ding Shuibo stressed that the company must pform from the original horse racing enclosure and wholesale mode to a consumer oriented service + business mode, from wholesale to retail.

But pformation is easier said than done.

In the domestic sports brand, Li Ning Co started to adjust in 2010, but until now, the effect is hard to say.

Among the sporting goods orders in the first quarter of 2014, only Anta recorded a year-on-year increase in the number of high units.

Many people in the industry believe that the market adjustment of sporting goods companies will take 3~5 years.

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< p > Ding Shuibo's judgment is that in the product positioning, the domestic sports brands will be divided into two extremes: one is very clear personalized consumption, more professional, more incisive, but the market space is small; the other is the mass Mashup, take the middle route, temporarily do not need to consider obtaining high brand premium.

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< p > the above product positioning is specific to the channel policy, it is based on the three or four line city as the foundation, and as soon as possible to upgrade the < a href= "//www.sjfzxm.com/pioneer/" > brand appeal force < /a >.

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< p > < strong > Baotuan "eat small fish" < /strong > /p >

< p > besides facing the competition of international fast fashion brands such as excellent library, the sinking of channels from the same industry giants is also a great test for XTEP, but Ding Shui Bo is not worried about it.

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< p > "Adidas channel sink, is there competition? Of course there will be."

But this is not direct. The average price of their products is about 2.5 times higher than ours.

2.5 times the price gap, apart from some professional functions, the product's functions and styles are not very different.

It is not hard to imagine that in a considerable number of provinces, international brands simply do not sell us. "

Ding Shuibo said.

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< p > but it seems that all of these measures are more defensive.

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< p > "from the point of view of competition, one situation is to grab the high-end brands, but some domestic companies have failed, but the other is to get rid of the following brands from the bottom up. At present, there seems to be a great opportunity. Third, can we grab a share of the leisure brand?

XTEP's past ten years of history, to a large extent, robbed the bowl of rice.

Of course, others are fighting for us.

Song Jianhong said.

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"P", "mutual" grab "to answer a question, XTEP is higher than the industry's average growth from where.

For the entire sporting goods industry, we will see that in the coming period, it will last 10 years, and it will be short for 3 years, and a large number of sporting goods enterprises will be killed.

The large share of the dead will be pferred to the developed brand. "

Song Jianhong said that he had made a strategy recently, and thought that he should feel that he was still in front of those who wanted to hold together, so that he could eat all of them later.

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"P >" several models may succeed, but the success must be well controlled "a href=" //www.sjfzxm.com/pioneer/ "time point < /a >.

Ding Shuibo said that after years of competition in the field of home appliances and international brands, the scene of Japanese brands, such as refrigerators, washing machines, televisions and so on, has never gone back. "Now the washing machines at home are all made in China, and their cost performance is better. I believe the same is true in the field of sports goods."

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