XTEP'S Process From Internet + To Sports +

It is reported that China International Sporting Goods Fair (China Internation-lSportingGoodsShow) is China's only state-level, international and professional sporting goods exhibition. It is also the largest and most authoritative sporting goods exhibition in the Asia Pacific region.

The Fuzhou Sports Fair attracted six major exhibition areas: fitness and rehabilitation facilities, sports facilities and construction, net feather sports, outdoor roller skating sports bicycles, sports shoes and clothing, ball games and so on. A total of 1124 enterprises signed up to participate in the exhibition. For the first time, the scale exceeded 1100, and the number of exhibitors exceeded 2000. The total number of contracted areas exceeded 65000 square meters for the first time, and the utilization rate of the exhibition hall reached nearly 57%.

It is worth mentioning that this year's Forum on physical culture and sports has increased the special field of Fujian. This is the theme forum specially launched by the 2015 Summit Forum.

In view of the industrial agglomeration effect of Fujian sporting goods industry and its important position in the national economy of this region, the current Summit Forum creates exclusive plates to converge on the leading representatives and stakeholders of Fujian sporting goods industry, focusing on the annual theme of "value creation" Summit Forum, and in-depth discussion on the current status, development trend and internal and external environmental problems of Fujian sporting goods industry, aiming at promoting the pformation and upgrading of sports goods industry in Fujian province.

Zhou Wengui, executive vice president, ye Qi and general manager of the Xinhua capital group, and other representatives of the Min businessmen at the annual summit of China sporting goods industry held a special dialogue session in Fujian to talk with guests and spectators on the topic of "pformation and upgrading and restart the golden ten years".

At the meeting, ye Qi put forward the "return movement" and the current hot "XTEP" at the beginning of the year.

"The concept has published a unique industry view:" XTEP's mass market of sporting goods goes through "

The stage of "light fashion" has entered the new stage of "quasi sports + fast fashion".

In the past ten years, the participation of the general public is not enough in depth and frequency, and it is subject to consumption power. Therefore, XTEP's sports fashion positioning helps us expand consumer spending rapidly, and has also made our industry status today.

But in the new era of mobile Internet, our research found that consumers' awareness of consumption in healthy fitness has gradually increased, especially in the field of running. More and more consumers are gradually developing from beginner runners to entry level and advanced runners. This requires us to enhance professionalism on the premise of keeping the fashion style of our own products.

The professional demand in this area is also an important factor to promote the recovery of the whole industry. While XTEP is trying to build the "sports +" gene in training the competitiveness of the industry in the future, this requires us to start from the use scenarios and consumption occasions of the runners, enhance our brand experience in the retail terminal, improve the services of runners in all the contact points of our brands, and reconstruct the marketing system with user thinking.

This is also the focus of our exhibition today to show Huang Lisheng, Professor rabbit, the reason why they run big coffee.

In addition, "sports +" also needs more creative ideas to add fresh content to the consumer experience. For example, we created the "96 hours challenge 1000 kilometers" last year. This year, the new fun game of "women pink" marathon is brought to consumers besides sports equipment and sports experience, based on the social needs of running friends circle, and the added value created by the needs of female runners running fitness and shaping.

This view has aroused great interest and participation in discussions among hosts, guests and audience.