XTEP Builds A Running Ecosystem: Fierce Competition At Home And Abroad

By the end of 2018, 1581 marathon and related sports events were held in China. The total number of participants was 5 million 830 thousand. 285 different prefecture level cities nationwide held different forms of marathon.

In 2018, the annual total consumption of China's marathon reached 17 billion 800 million, and the annual total consumption of events led to 28 billion 800 million. The total industrial output of the year reached 74 billion 600 million, an increase of 7% over the same period last year.

Recently, XTEP International released its 2018 performance report, of which XTEP achieved 6 billion 383 million yuan in revenue in 2018, an increase of 24.8% yuan compared to 2017 in the whole year, and a net profit attributable to shareholders of the company was 657 million yuan, up 60.9% over the same period last year.

Since 2015, the golden period of the domestic sports industry is about to open. At this point, XTEP announced that it will "return to sports" and begin the pition period.

The end of 2018 means that XTEP has completed its pformation in the past three years. Data on revenue and net profit show that XTEP has achieved some success in 2018.

XTEP, a return to sport, is obviously still investing in the marathon.

With the upgrading of consumption and the improvement of living standards, fitness and healthy lifestyles are becoming more and more popular. Marathon long-distance race has gradually attracted more Chinese people to join. In 2017, nearly 1100 marathons and running events were held in China. About 5 million people participated in the marathon race. It is estimated that the total number of participants will exceed 10 million in 2020.

In view of the improvement and development of enterprise running group follow-up, XTEP held a business run group development forum, invited guests such as Liang Feng, founder of Yue run circle, to share data on the running of enterprises and the construction of follow-up running groups.

In recent years, the marathon as the representative of running sports has gradually become a way of life. "Running China" has become the norm. The running groups with their own characteristics have also come into being. They have provided a social and service platform for runners by means of hobbies, regions, friendships or industries.

The healthy development of running troupe.

At the same time, XTEP set up the 321 running school, will unite Neusoft group, Yue run circle, the running school and other partners, for more runners to provide training, activities, training, equipment, rehabilitation, competition and so on a set of perfect enterprise run group solution.

Although there are many bright spots in XTEP's performance data in 2018, it also concealed disadvantages.

For example, XTEP children's business plate and the number of stores is not good.

The domestic children's wear market is ushering in an outbreak period. According to Roland Begg, a global information consultancy, it is estimated that by 2020, the size of the domestic children's clothing market will exceed 280 billion yuan.

There are competitors Anta, Lining and 31st degree, and also need to face the international brand Nike and ADI's predominance of China's market.

Anta achieved 24 billion 100 million yuan in revenue in fiscal year 2018, a huge gap with XTEP's 6 billion 380 million yuan, and the number of ten thousand stores in An Tachao also far exceeded XTEP's.

"Enter XTEP children's XTEP brand center