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"Love Running" Marketing War

2010/6/3 11:17:00 54

XTEP

   Tebu is a brand with rapid development and unlimited vitality. In the short nine years since its establishment, Tebu has become a leading brand in China's sporting goods industry. Prior to the winter ordering meeting, special step achieved good results, the amount of orders increased by 25% year-on-year, reaching a new high in the year. In the first quarter, the growth rates were 22%, 23% and 3% respectively. In the fourth quarter, clothing orders rose by 26%, shoes by 23%, and running shoes by 43%. Once again, with gratifying numbers, the brand theme of "love running" is sung.  


Speaking of Tebu, the most impressive marketing strategy for Tebu is its "entertainment driven sports" marketing strategy, which is the first in China's sporting goods market. After nine years of market baptism, the dual track brand strategy of "sports oriented and entertainment oriented" has become one of the magic weapons for Tebu to lead the domestic sporting goods market. Of course, all this is due to its unique concept of "differentiation", which is still continuing and maturing.  


Tebu opened up its own fashion sports route from the competitive sporting goods market nine years ago, and became the leader of this line with the fastest speed, so it can be ranked in the top three of the industry in the shortest time. Since this year, special step has more than once conveyed to you his strategic focus in sports at this stage, that is, running and football.  


Looking at several major brands in the domestic sporting goods industry, special step's strategy of differentiation in running and football has surpassed the domestic brand's vision of only doing domestic business. It has successively cooperated with Premier League Football League, Birmingham football club and IAAF Diamond League, which will promote the development from domestic to international fields. It is a fast, fast-paced race. We have reason to look forward to Tebu's competition in China's sporting goods market and even in the global sporting goods market!


 

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