oon as possible for the sake of Xtep, a slice, you have to give up the professional sports market,


perhaps more people will praise Laoding foresight, praised the wise path for special steps to plan one of the most suitable for their survival. But in fact, this one is indeed mixed with a little frustration, Chinese sports apparel market, staking almost complete, leaving latecomers space is not spacious. Nike, Adidas has a clear advantage in the high-end market of professional sports equipment, in terms of both market awareness on a professional  toms shoes mens degree, are by no means Chinese sports brand can be compared; local brand chiefs Li Ning, Anta is also the same with flame on the brand image of responsibility among the professional road. Started very late break out as soon as possible for the sake of Xtep, a slice, you have to give up the professional sports market,

positioning itself in the field of fashion movement, the idea of ??playing sports in fact those who desire a quiet little movement groups. Obviously, such a strategy accurately hit the market demand. In 2001, special steps to heavily each year nearly 5 million yuan, employing the time of King Kong Tse-level artists as brand spokesperson and ambassador, entertainment marketing, publicity with differentiated branding approach. At the foot of the most representative  cheap toms shoes products "shoe war" is also the star of a famous battle, annual sales reached still staggering 1.2 million pairs. Performance for many years now has been listed in Hong Kong special steps, the day shiny eyes. 2011, special steps to achieve the Group's total revenue 5.5396 billion yuan, an increase of 24%;

Xtep brand product revenue surged by about 28% to 5.3749 billion yuan; also enhance the Group's overall gross margin by 0.2 percentage points to 40.8%; and overall Under the background of economic slowdown, with net profit of 18.77% year on year increase of five local sports brand ranked first. "Xtep very successful strategy, it is also a very successful marketing. Near future, special steps will enter the international market, but also to get good growth." Beijing Century Consulting Co., Ltd. China Enterprise chairman EAST said that in China This looks like love sports, real sports lifestyle is not high degree kingdom, special steps to find their own advantage. But, "the market is changing, sustainability is difficult to assess how long benefits." Shoes and apparel industry Magang independent commentators affirmed the special step in daring, courage to explore, but also to the new financial reporter revealed the special step of worries. Fashion movement

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