XTEP Retail Will Be Looking For A Breakthrough In Crisis And Welcome A Revolutionary Breakthrough

In the spring of 2020, a sudden outbreak of the new crown pneumonia threatened not only the lives of the masses, but also various industries. For the sporting goods industry, the epidemic has led to the shutdown of stores under a certain period of time, and the problems such as the failure to carry out sales normally, the backlog of inventory, and so on, test the ability and wisdom of the whole industry. As the head of the domestic sports brand, XTEP has staged a good play in the face of the epidemic.

After the outbreak, XTEP donated 20 million yuan of materials to Hubei in the first place, sending urgently needed dry clothes and cold and warm materials to local first-line medical staff and local medical teams to help Hubei to fight the epidemic of "new crown pneumonia" and display the national brand. At the same time, XTEP quickly stabilized production and operation to reduce the impact of the epidemic. Not only did XTEP campaign + accelerate the pace of the retail revolution in more than 4000 stores during the epidemic period, it also transformed a number of scientific research achievements that broke through the technical ceiling of the industry into the latest products.

Over 4000 stores online, "XTEP sports +", XTEP retail will welcome revolutionary breakthrough.

Since late January, the outbreak of the epidemic has led to a serious impact on the retail industry, such as offline scenes. A considerable number of offline stores have to temporarily suspend business to cope with the need for epidemic prevention and control. The negative effects in the short run are inevitable. In the face of the epidemic, XTEP actively accelerated the transformation of cloud sales, and found a chance to achieve a revolutionary breakthrough in the retail sector in the crisis.

An online Mini program called XTEP sports + has been launched on more than 4000 stores in XTEP, and the salesmen have crossed the border to play the "anchor" live. According to the big sports business, XTEP sports + is the cloud store of terminal stores. The terminal shopping guide is transformed into the customer service of cloud store on the small program, and can continue to serve the mature customer groups accumulated by the original line through the series of online sales methods such as live broadcasting, carrying goods, etc., so as to achieve zero contact shopping in the same city, maintain the continuous connection with customers, and revitalize the resources of people, fields and goods in the special period.

Through the "XTEP sports +" set up exclusive live broadcast platform, shops can increase the stickiness of brand shops and customers in this special period, and maintain the private sector traffic very well. It is reported that during the epidemic, XTEP arranged more than 100 training programs on XTEP sports + small program, which was better able to empower sales guides, and the ability of the live salesmen of the shop assistant was promoted. And sales transformation is directly for the salesmen to generate personal income, so the enthusiasm is mobilized to form a positive cycle. According to Sun Jiehui, the manager of XTEP brand Century Towers, through the salesperson's live broadcast, the volume of dozens of pairs of shoes can be more than a few minutes' live time, which is much higher than that of offline stores.

In fact, the "XTEP sports +" online Mini program started construction last year, and 600 stores were launched before the epidemic. Such a forward-looking layout comes from XTEP's judgment of future trends. "Over 90% of the past sales are sold through physical stores. Later, it will evolve into the proportion of 20%~30% online revenue. I think there will be such a trend in the future." Yang Pinghui, deputy director of XTEP retail operations center, said the epidemic played a role in XTEP's early move.

Compared with the traditional terminal stores and online business operators, XTEP mobile + terminal cloud store has a better performance in the sales turnover rate. It is understood that "XTEP sports +" allows shops to achieve the highest conversion rate of 16%, the highest single day sales exceeded 8 million yuan. In addition to "XTEP sports +", XTEP also opened XTEP micro mall and opened up online distribution business. XTEP micro mall can accept XTEP business partners without threshold. Everyone can distribute and start shop at one key, which has aroused the enthusiastic participation of XTEP employees and even supplier partners. Online micro sales are running well, and terminal cloud store sales continue to grow. It has become a killer of XTEP's response to the epidemic situation, and has made a difference in XTEP online sales.

At present, with the effective control of the epidemic, most stores in XTEP have resumed work. Considering that the compensatory and delayed demand is expected to bring about a rebound in demand after the outbreak, XTEP is speeding up its retail sales to catch the opportunity of recharging and recharging in specific markets and promote sales. According to the understanding of sports business, XTEP will change the previous training mode of combining training by layer and by means of super shopping guide, and online training will be conducted for more than 6000 stores and nearly 30 thousand shopping guides nationwide. If it can be completed smoothly and achieve the expected, it will bring a revolutionary breakthrough to XTEP's retail links.

A number of technologies to break the industry ceiling, XTEP listed new products loaded black Technology

While accelerating the upgrading of retail capacity, XTEP's latest products will also give consumers a pleasant surprise. It is understood that starting in April, XTEP brand 2020Q2 series of new products will continue to launch the market. These new products will be launched in April 15th and will be launched in June 1st, the two polylactic acid products will be much anticipated by the market.

Among them, the introduction of skin friendly products is a milestone in the rewriting of the textile and garment industry. For a long time, due to the difficulty in quantifying "what products can be called skin friendly", there has been a lack of relevant criteria in the industry. In May 2018, XTEP reached an enterprise standard with the China Textile Research and Industry Research Institute, and formulated the enterprise standard of "fabric skin performance testing and evaluation", which changed the situation. Today, the enterprise standard has been approved, and the method of judging the skin affinity of fabrics has also been inventions patent.

As the first "crab eating man" in the industry, XTEP launched the first skin friendly product. It is understood that this series of products has aroused strong repercussions. In September last year, XTEP held the 2020Q2 quarterly order meeting, the product order quantity reached 4 million 330 thousand, the order amount exceeded 650 million yuan, of which only the polar ice cream material of this kind of material orders exceeded 400 million yuan.

Another new technology, XTEP's polylactic acid protective clothing, will also be launched in June 1st, bringing new experiences to consumers. Polylactic acid is a new type of biodegradable material. The products made from polylactic acid can not only be biodegradable, but also have good physical properties such as soft skin, antibacterial, odorless, breathable, moisture permeable, hard to burn, and difficult to burn. However, due to its high temperature resistance, the quality control in the process of fabric dyeing and finishing is a major technical difficulty, which is the key for the apparel industry to delay its application to the product.

Seeing that going to plastic is the main trend to deal with environmental protection requirements, XTEP formally researched and developed the polylactic acid project in October 2019, cooperated with world-class suppliers in the field of weaving, and finally conquered this technical difficulty to achieve mass production.

In fact, a series of breakthroughs in technology ceilings continue to benefit from XTEP's long-term emphasis on innovation and development. In 2019, XTEP group's R & D investment exceeded 2 hundred million. It is the mission and pursuit of XTEP to use continuous technological innovation to enhance the product experience of consumers.

It is understood that in addition to the two new items to be released, XTEP is also working with the China Textile Research Institute to create a new controllable climate room and increase the research and development of thermal products. In the future, every feather and down product of XTEP will have a clear guide to wear. On its label, it clearly tells consumers that this down garment is suitable for wearing in a kind of temperature environment.

"For example, when consumers are in Guangzhou, they will go to Harbin in January and buy a down jacket. They will worry that this down jacket is not warm enough to wear in Harbin. Actually this is the consumer's worry about the wearing scenes, which is worth our deep thinking." Huang Wei, director of XTEP innovation and research and development center, said that the down coats on XTEP 2020Q4 will be a good solution to this pain point and lead the industry again.