Xtep needs to further realize the differentiation and differentiation of customer perception after scientific market positioning and segmentation. Otherwise, like many domestic second-and third-tier brands, it will become a comfort and eventually a cover-up. Xtep is moving towards success step by step through three strategies: product differentiation, image differentiation and promotion differentiation.

Xtep is the first company in China to change the exclusive attributes and cold brand image of sports products. According to the wearing characteristics of sports shoes, Japanese technology is introduced exclusively in the industry, so that each pair of shoes has a faint perfume smell, which plays a role in deodorizing. On the premise of ensuring product quality, Xtep also made bold breakthroughs in product color and design, and launched its own theme concept products every year and quarter, such as: Fenghuo, Cold-blooded Pride, Blade, Flame, Pioneer, 04 fun, fashionable and stylish. Among them, the first generation of Fenghuo shoes set a sales miracle of 6.5438+0.2 million pairs of China shoes, which not only brought excellent product quality to customers, but also made consumers.

Xtep is the first sporting goods brand in China to adopt entertainment marketing, which is very consistent with Xtep's characteristics as a fashion sports brand. Xtep signed a contract with Emperor's artists at an annual fee of 4.5 million yuan, and Xie became Xtep brand spokesperson and image ambassador. Nicholas Tse has an extraordinary appeal among the younger generation and is the core leader of Generation X. His personality and fashion reflect Xtep's brand characteristics. Since then, Nicholas Tse's loyal fans all over the country have snapped up Xtep sports shoes, and posters, CDs and signature albums have been out of stock several times throughout the country. In terms of in-depth cooperation with the spokesperson, Xtep also set up a task force to closely cooperate with the Emperor to implement follow-up promotion. Every media meeting from Nicholas Tse to the mainland has a Xtep signing ceremony. Let Xtep brand image be recognized by Xtep target consumers.

In terms of website construction, Xtep website once again shows its unique brand proposition. Xtep website is completely based on three functional architectures: ultimate brand experience, complete product experience and X cultural community. The whole website is different from the traditional illustrated website. It uses pure flash to give consumers a refreshing experience. Xtep's annual investment budget for online media reaches 3 million yuan, the content of the website is constantly updated, and new games are constantly introduced and vigorously promoted on the portal website. Its website views rank among the top brands of sporting goods, and it is becoming the spiritual home of "X new generation".

At the same time, Xtep implemented the integrated marketing communication of the brand. Nicholas Tse, TWINS and BOY 'Z Z mainland marketing activities have become Xtep fixed public relations promotion resources. Title sponsorship of extreme sports, national three-person basketball game, regional campus three-person basketball game, national street dance competition, etc. In August, 2004, Xtep (China) Co., Ltd. sponsored the 10th National Games in 2005 with a huge sum of16.2 million yuan, becoming the only partner in the industry, and achieved very good promotion results in zero-distance dialogue with target customers.