Firm finds success through partnerships and sponsorships
Ana Wang 14 September 2009
The mainland’s branded sportswear sector showed tremendous potential for growth, and this prompted the Xtep group to establish the Xtep brand in 2002.
Following its listing on the Hong Kong Stock Exchange in June last year, the group has expanded into a leading sportswear player.
Xtep has worked in many ways to increase its brand awareness among target customers, including its collaboration with the 11th National Games of China as its exclusive sports product partner.
The group has formed strategic partnerships with some of the most influential broadcasting channels on the mainland, including China Central Television (CCTV) Channel One, CCTV 5, Hunan Satellite TV and Anhui Satellite TV.
It has also sponsored major regional sporting events, including running contests, basketball tournaments and extreme sports.
Xtep is sole sports partner of Xiamen International Marathon from this year to 2013.
It is the sole title sponsor of the National Basketball League, from 2009 to 2013, Women’s Chinese Basketball Association, from this year to 2013, and the CX Games from 2007 to this year. “These events will provide tremendous opportunities in the sportswear industry in China,” said Ding Shuipo, Xtep’s chairman and chief executive.
“The upcoming 11th National Games of China, the most important event to take place in October, will provide us with a high-profile marketing platform.
“We can therefore leverage and enhance Xtep brand’s recognition in Shandong province and extend the retail network in the northeastern region of the PRC.
“Moreover, as we have established a leading position in Hunan province and nearby regions, we will also take this as a springboard to reach out to other adjacent cities such as Sichuan and Anhui.”
Aiming to strengthen its leading position in the industry, the sportswear company has organised a series of entertainment marketing activities and the 2009 Xtep Stars Nationwide Concert Tour.
The tour features famous pop stars and singers in Hong Kong and Taiwan who will promote the brand. Concerts are being held in Hunan, Hubei, Anhui, Zhejiang and Jiangsu.
1 comment:
Sporting chance
Firm finds success through partnerships and sponsorships
Ana Wang
14 September 2009
The mainland’s branded sportswear sector showed tremendous potential for growth, and this prompted the Xtep group to establish the Xtep brand in 2002.
Following its listing on the Hong Kong Stock Exchange in June last year, the group has expanded into a leading sportswear player.
Xtep has worked in many ways to increase its brand awareness among target customers, including its collaboration with the 11th National Games of China as its exclusive sports product partner.
The group has formed strategic partnerships with some of the most influential broadcasting channels on the mainland, including China Central Television (CCTV) Channel One, CCTV 5, Hunan Satellite TV and Anhui Satellite TV.
It has also sponsored major regional sporting events, including running contests, basketball tournaments and extreme sports.
Xtep is sole sports partner of Xiamen International Marathon from this year to 2013.
It is the sole title sponsor of the National Basketball League, from 2009 to 2013, Women’s Chinese Basketball Association, from this year to 2013, and the CX Games from 2007 to this year. “These events will provide tremendous opportunities in the sportswear industry in China,” said Ding Shuipo, Xtep’s chairman and chief executive.
“The upcoming 11th National Games of China, the most important event to take place in October, will provide us with a high-profile marketing platform.
“We can therefore leverage and enhance Xtep brand’s recognition in Shandong province and extend the retail network in the northeastern region of the PRC.
“Moreover, as we have established a leading position in Hunan province and nearby regions, we will also take this as a springboard to reach out to other adjacent cities such as Sichuan and Anhui.”
Aiming to strengthen its leading position in the industry, the sportswear company has organised a series of entertainment marketing activities and the 2009 Xtep Stars Nationwide Concert Tour.
The tour features famous pop stars and singers in Hong Kong and Taiwan who will promote the brand. Concerts are being held in Hunan, Hubei, Anhui, Zhejiang and Jiangsu.
Post a Comment