Group 1: Financial Performance - Xtep Group reported a net profit increase of 21.5% for the first half of 2025, reaching a historical high of 914 million yuan [2] - The company's revenue for the same period was 6.838 billion yuan, reflecting a year-on-year growth of 7.1% [2] - The main brand revenue amounted to 6.053 billion yuan, indicating a strong market foundation [2] Group 2: Product Development and Innovation - Xtep has focused on creating running shoes tailored to the foot shape of Chinese consumers since the 2008 Beijing Olympics [3] - The company has made significant advancements in shoe technology, including improvements in heel wrapping and the use of aerospace-grade PI fibers to enhance shoe performance [3] - The introduction of the 160X running shoe series involved feedback from over 35,000 runners, showcasing a commitment to addressing user needs [3] Group 3: Community Engagement and Growth - Xtep has established a running community called "Te Run Tribe," which has grown to 2.4 million members, emphasizing the importance of social connections among runners [11] - The community operates 6,200 running groups and has set up 70 running clubs in key locations to support runners' diverse needs [13] - The brand's initiatives have led to a significant increase in participation in running events, with 749 road running events held in 2024, attracting 7.0486 million participants [15] Group 4: Market Position and Strategy - Xtep's running shoes have become the most worn brand in major marathons, indicating strong market acceptance [15] - The company has shifted the perception of running from a "middle-class sport" to a common hobby for the general public, making it more accessible [15] - Xtep has invested over 15 million yuan in the "National Speed" strategy to support athletes, contributing to improved performance in Chinese marathon events [16]
13年社群运营与200万会员池背后：特步为全民畅跑“铺路”
Jing Ji Guan Cha Wang·2025-08-18 11:07