Ye Qi: "Sports +" To Build The Core Competitiveness Of Enterprises

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Before, ye Qi has been in the sporting goods industry "toss" most of the circle, has worked in Lining, Ge Wei, Anta, Conway and other enterprises, and also created a business management company, he laughs that he likes to do something dynamic, not "toss" point of movement is not used to things.

In 2001, as XTEP pioneered the new mode of entertainment stars endorsing sporting goods, XTEP brand fashions, rebel and maverick tonal, XTEP's "wind and fire generation".

With Nicholas Tse's endorsement and hot selling the country, XTEP brand differentiation strategy began.

Over the past decade, XTEP has been walking on the road of sports and fashion hall. The better understanding of sports marketing principles, ye Qi, will lead XTEP to embrace "Internet +" after undergoing continuous adjustment of the industry, and will also play a "big game" of "sports brand return to professional sentiment" for the industry.

Returning to sports to create "sports +"

A few days ago, 17 years later, the Fujian sports fair was opened in Fuzhou. At the scene, the famous running circles such as professor Huang Lisheng, Gao Yan, Wu Min, silk runner Bai Bin and Sean ran fast, Wang Xiaogang, and other famous running circles gathered together to practice sports exercises, teach professional running shoes and share professional knowledge of running.

"Our consumers' awareness of consumption in health fitness has been gradually enhanced. 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 maintaining the fashion style of our products."

Ye Qi said, "where is XTEP?"

The popular mainstream market has entered the new stage of "quasi sports + fast fashion" through the stage of "Light Sport + light fashion".

There is no way to describe the limits of the human body and the spiritual encouragement to the human body. It is the basic consumers who learn from the professional consumers, and the professional consumers learn from the professional consumers. If they only do recreational activities, the spirit of fighting will gradually fade. Especially with the improvement of people's living standards, the proportion of such a competitive sport will become bigger and bigger, not getting smaller and smaller.

XTEP originally advocated the fashion movement, now return to pure sports, fashion sports entertainment sports will do, in fact, exercise is only one of the essence is to strengthen physical fitness, challenge the potential of the body itself.

Ye Qi said.

Thus, the professional demand in this area promotes the recovery of the whole industry, while XTEP focuses on developing the "sports +" gene in training the future competitiveness of the industry. 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 service of all runners in our brand, and rebuild the marketing system with the user's thinking. In the future, the marketing concept of "sports +" will create the core competitiveness of the enterprise.

Ye Qi said.

"But sports + also needs more creative ideas to add fresh content to the consumer experience, such as the" 96 hour challenge 1000 kilometers "last year, and this year's" women pink "marathon, and other fresh and interesting games, which are added to the consumer's social needs in addition to sports equipment and sports experience, based on the social needs of running friends, based on the needs of women running fitness and shaping.

Ye Qi told reporters.

Good product is still the key to success.

At the scene of the sports fair, Wu Min wore a peach red running shoes, wearing orange shoes, and gave everyone a demonstration of XTEP's new power Nesting Technology running shoes.

These new XTEP's latest running shoes have won favorable reviews in the major professional running media evaluation.

"It adds a shock absorbing material with high elasticity. The honeycomb fold formed by the bottom side wall constitutes a frame, which is conducive to the rapid recovery of the resilience of the midsole after compression, resulting in a higher rebound energy, just like a spring.

In addition, the sole of the shoe is made up of numerous rooms with different sizes. The holes are irregular hexagons, and each chamber is surrounded by other housing holes. The honeycomb structure has high strength and light weight, which can release the movement power better and help runners to provide advance power while slowing down.

The vamp is supported by X four, and is supported by ultra-thin TPU parcels to prevent rollover.

Ye Qi has the patience to introduce every function of this pair of running shoes.

In fact, both in

Under the age of advocating sports and marketing, ye Qi believes that the most important thing is good products. Is your product compatible with the needs of consumers? Can the product's functional and aesthetic sense satisfy consumers' needs of sports and social interaction? In the past ten years, the core competitiveness of enterprises has been achieved.

After the sports industry has risen to the national strategic level, the return of professional sports has become the common choice of many sporting goods companies.

"Regardless of the outside world, internal, industry and everything has changed, we feel that we must start with the brand.

XTEP was the first person to put forward the fashion movement. It was the first to introduce entertainment marketing. But at this stage, we think XTEP must return to sports. XTEP is a sports brand. We will do more fashionable products, but it is only a coat, and in essence, it must return to sports.

Ye Qi said.

Over the past decade or so, while other colleagues have focused on sports events and focused on sports stars, XTEP has gone through a differentiated route, relying on entertainment stars to speak up, and successfully co operating with entertainment stars such as Nicholas Tse and Han Geng, calling the slogan "fashion leisure sports".

But XTEP is not satisfied with it.

Ye Qi told reporters that in XTEP, there are experts and consultants to enhance the quality of products, including a lot of investment in running technology.

When we talk about basketball, we definitely think of Nike. When it comes to football, it is addi, so XTEP has been trying to make everyone think of XTEP when they run. They have been pushing a slogan "love running, love XTEP". They will continue to strengthen their sports marketing with "running" as the core, and the differentiation strategy will continue to deepen.

Brand represents the way of life.

Of course, apart from the product, the more important thing is brand, because the brand represents the cultural connotation, the choice of the way of life, what brand to wear, to a certain extent, is equivalent to putting a business card on the forehead.

"When the market competition is the most intense, the only difference is the brand. The brand represents a way of life. Choosing Nike means choosing the American way of life. Choosing Adidas is the spirit of German chariot. Choosing XTEP is choosing the fashion sport."

Ye Qi said.

"If a brand can't agree with these two points, sales will be difficult.

So far, the product is more tracking, and has its own connotation in the brand, but has not yet reached the ideal state.

Ye Qi said.

"The core of XTEP beyond other brands is that it will

Blending with sports is a fatal differentiation. "

Ye Qi summed up the success of XTEP's brand, which corresponded to the fact that XTEP's brand logo is also a rebellious "fork". XTEP's return to professional change is beginning.

"Because of the nature or movement, the pformation direction of XTEP brand is to return to sports. We mainly choose two, running and football.

The first is running in professional projects. Running is the most popular sport nowadays, with the largest market space and the largest number of consumers.

You can run alone at home, or you can run with tens of thousands of people. It has no restrictions on the venue and no age threshold. XTEP is optimistic about China's running market.

In fact, XTEP started working step by step a few years ago, so in 2014, XTEP sponsored 11 marathons.

Ye Qi introduced.

"The second is to do campus in entertainment, so all the competitions and sponsorships we have in the field of football are related to the campus. We are not doing national football teams, but getting involved in the" campus football "which is more grounded. Because I believe that football will definitely develop in China in the future, which must have been cultivated from the campus first.

Ye Qi said.

The industry has long discovered that as a sports brand, XTEP did not choose sports stars, but chose entertainment stars to endorse.

For this choice, ye Qi said that the background was the endorsement of sports stars. It has been very common. Sports stars who are slightly more famous have endorsement brands.

The reason why Nicholas Tse was chosen successively is because he has an alternative feeling and is healthy.

With the popularity of Chariene Choi, pop teacher Jolin and sunshine boy Willber Pan, XTEP's personality, fashion and unique brand image are more popular among the people.

There is no limit to the impression of characters.

All the way to be restless, learning all the way, and innovating all the way, ye Qi claimed to be XTEP because he liked to do something that was quiet and unmoving.

He worked as a reporter, ran "three funded enterprises" and economic news, and even gave up his work in the system. He went to work in a fine chemical enterprise in Beijing alone.

He said, "I am not very peaceful, I like things that are more dramatic. I don't like the lighter and lighter life. I prefer to bump into each other. I prefer excitement to the edge of razor."

So he and the sporting goods industry began to "pester" for the most part of their lives.

, Ge Wei, Anta, Conway...

XTEP has witnessed the brilliance of sports fashion hall.

Over the years, he felt that times are changing and the environment is changing dramatically. In the face of fierce competition in the market and rapidly developing business environment, managers' knowledge updating level and speed directly determine the ability to win in the market. He always regards learning as an effective way to maintain competitiveness and stick to it.

So, ten years after leaving campus, ye Qi chose the Business School of City University Hong Kong and the DBA (Business Administration Ph.D.) program of Fudan University School of management.

He said that with the idea of renewing knowledge, while relaxing his mind and body, he can complete and supplement his knowledge. Only by this kind of learning can he create a source of boundless boundaries.

Character card

Ye Qi, a doctor of business administration, is currently executive vice president of XTEP (China) Limited.

He has served as executive vice president and vice president in such enterprises as Anta, Conway and so on.

As a famous marketing expert in the domestic sporting goods industry, he participated in the whole process of XTEP fashion sports brand refining and upgrading.

The fashion movement has unique insights.