Nicholas Tse is really the best spokesperson for Xtep. He not only became the brand spokesperson of 19, but also invested tens of millions.

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"Xtep, an unusual feeling." Many people should be familiar with this line, but with the popularity of trendy shoes and fried shoes, Xtep has gradually disappeared from many people's horizons and even become a brand that people with no taste will choose.

There was a story last year that two people were dating. The woman saw the man wearing a pair of special shoes and came over. She suddenly turned her head and left without even saying hello. Because the woman thinks she is dressed so beautifully, the man casually wears a pair of special steps, which is really not taken seriously.

Although it is just a joke, it also shows Xtep's embarrassing position in the eyes of many people today. To many superficial people, Xtep will always be a dirty brand.

However, Xtep International recently announced the subscription of new shares, showing that the subscribers bought 5 million subscription shares at HK$ 2.48 each, with a total price of about RMB 6,543.8+RMB 007,000. And this subscriber is the dream lover in the eyes of many girls-Nicholas Tse.

Just after Nicholas Tse spent tens of millions to buy Xtep, the share price of this brand, which was not favored by many superficial people, immediately rose by 17%. In fact, Nicholas Tse was not on a whim. He has spoken for Xtep 19 years.

Xtep Group was established as early as 1987, formerly known as Fujian Samsung Sporting Goods Company, and is still one of the leading sporting goods enterprises in China. 200 1, the company created Xtep brand. At that time, almost all other sports brands spoke for sports stars, but Xtep turned its attention to the entertainment circle.

That year, Nicholas Tse became the image spokesperson of Xtep brand, and this year has officially passed 19 years. Although Xtep has also signed other entertainment stars as brand spokespersons to build brands and promote the market through entertainment marketing, the agreement with Nicholas Tse has never been broken since 19.

In 20 12, Xtep even awarded Nicholas Tse the 10th anniversary special contribution award, thanking Nicholas Tse for being Xtep's image spokesperson in the past ten years. Therefore, this time, Nicholas Tse invested heavily in Xtep, which is not difficult to understand from the endorsement time of 19.

Meanwhile, now we can't see Nicholas Tse on entertainment-related channels. If you want to see him, you have to go to the financial or food channel. Nicholas Tse gradually changed from a star to a businessman, and he was also a successful businessman. This kind of shareholding may also be put forward by Nicholas Tse from the perspective of a businessman.

Then, how attractive is Xtep, which we disdain, for Nicholas Tse Tianwang to endorse 19 years, and personally hold shares in the company? In the year when Nicholas Tse just became Xtep brand spokesperson, Xtep invited him to participate in the design of "Wind and Fire Generation" sports shoes.

This sneaker exploded and successfully sold as many as 6.5438+0.2 million pairs, creating a sales record of a single sneaker that no one in China can break now. Xtep International successfully listed on the Hong Kong Stock Exchange in 2008, and Xtep's revenue has been growing steadily since then.

Last year, Xtep successfully won the development, marketing and distribution rights of Maile and Suokangni products in China, and then successfully completed the global acquisition of two international brands, namely, Gasway and paladin, with a total price of US$ 260 million. It can be seen that Xtep is undoubtedly a big deal this time. I want to repeat the results of Anta's acquisition of Philo.

Xtep has been committed to the professional production of sporting goods, but also adhere to the unique positioning of sports fashion. It is this dual-track differentiated marketing strategy of sports and entertainment that provides consumers with sporting goods with both personality and cost performance.

In fact, Xtep has been looking for more new cultural expressions. Whether it is cross-border cooperation with fashion designers, co-branding with Smiling Face, Batman and Transformers, or co-branding with Dutch House and boxing champion Ali, Xtep is trying to integrate its own brand culture into the lives of young people step by step.

Perhaps this is the charm of Xtep, which has been pursuing the trend and the direction of new fields. The same is true of Nicholas Tse, who never sticks to his star status and constantly tries and challenges new fields. At this point, he undoubtedly has a lot in common with Xtep.

Nicholas Tse's shareholding can't be simply because he likes it, or because he spoke for Xtep for 19 years. From a businessman's point of view, Nicholas Tse may value Xtep's future development more, and value that such an indomitable enterprise can shine in the future.

The success of Xtep actually comes out step by step. 1987 When China's market economy was just starting, Ding, who was only 17 years old, couldn't resist the idea of starting his own business, so he raised funds with two brothers 1500 yuan to set up Fujian Samsung Sporting Goods Company, which was later Xtep.

Since its establishment more than ten years ago, Samsung has developed from a small factory in a township to a leader in the whole industry, and even exported its products to more than 40 countries such as Russia, Dubai and the United States. It was a famous "export king" in the industry at that time.

In 200 1 year, China successfully applied for the Olympic Games, and the domestic sporting goods market ushered in the spring of development almost instantly. It was also that year that Ding decisively founded Xtep brand, which changed from export to domestic sales, and was unique and opened the road of entertainment marketing.

In 20 15, Xtep also launched a three-year reform plan due to the market downturn. In 20 18, Xtep's revenue increased by 25%, successfully reaching 6.383 billion, and its gross profit margin increased by 44.3%, which undoubtedly marked the complete success of the three-year transformation.

In fact, Xtep's success is obvious to all of us, and even we have contributed our own strength (money) to Xtep's success. Generally speaking, Xtep's every move is everywhere, and it has gained great benefits. Perhaps this is also an important reason for Nicholas Tse's shareholding in Xtep.

After all, in the 19 years when he became a spokesman, he witnessed and experienced every turning point Xtep experienced. He believed in Xtep's ability and planning, so he dared to invest in shares and took out tens of millions of yuan to support Xtep.