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In 1987, China’s market economy had just started. In Chendai, the small town where Ding Shuibo was born, in Jinjiang, Fujian Province, farmers washed their feet and went ashore, ushering in the era of rural industry where “houses are lit up and every household is smoking.” This year, 17-year-old Ding Shuibo couldn’t restrain his entrepreneurial heart. He and his two brothers pooled together 1,500 yuan to establish the “Fujian Sanxing Sporting Goods Company,” which became the predecessor of Xtep. More than ten years after its establishment, “Sanxing” has developed from a small township factory to a leader in the industry, and sold its products to more than 40 countries and regions in the world, including Russia, Dubai, the United States, Chile, and Spain. king”.
By 2000, with the improvement of national power, domestic consumption levels began to rise. Ding Shuibo realized that if we continue to do foreign trade OEMs, our competitiveness will continue to decline. The increase in consumption level has brought about the establishment of brand awareness. People transitioned from what to buy cheaply to asking what the brand was. OEMs like Sanxing have strong manufacturing capabilities, but they cannot use the product as a brand to share a piece of cake in the larger market. This is also a microcosm of my country’s manufacturing industry for a long time. Therefore, a number of Jinjiang shoe companies have transformed and established their own brands. In 2001, the Xtep brand was born. However, shifting from export to domestic sales and from foundries to independent brands is easy to say but difficult to do.
In this issue, I’m going to talk about Xtep. How did this company, known for its “unusual feeling”, gradually embark on the path of a multi-brand international company from a small foundry on the southeast coast of China?
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