In the Xiamen Workers' Stadium on the evening of March 21, a grand party was held in a dynamic and enthusiastic atmosphere. Under the witness of thousands of spectators on the scene, Xie Weifeng, Zhao Liying, Wang Dongcheng and other popular stars and Olympic champions Chen Ding, Chinese Feiren Xie Zhenye and other athletes staged a ceremony for a ceremony called the 321 Running Festival. This national sports series launched by the domestic sports brand Xtep has 200,000 runners from more than 100 cities.

Zhao Liying, Nicholas Tse

On the evening of March 21st, in the beautiful Lucheng-Xiamen Workers Stadium, a grand party was held in a dynamic and enthusiastic atmosphere. Under the witness of thousands of spectators on the scene, Nicholas Tse, Zhao Liying and Wang Dongcheng became popular. Stars and Olympic race champions Chen Ding, Chinese flying man Xie Zhenye and other athletes staged a ceremony for a ceremony called the 321 Running Festival. This national sports series launched by the domestic sports brand Xtep has 200,000 in more than 100 cities. Runners participate together. Behind this national running event is the ambition of Xtep to build it into the “runner's preferred brand”.

Sponsored 38 running events in 2016, running became the core business of Xtep

Xtep was a little busy recently. On March 19th, Xtep sponsored the 2017 Chongqing International Marathon to start shooting at the Jialing River. On March 20th, the 2016 Xtep China Marathon Annual Festival was held in Shanghai. On March 21st, in Xtep. Headquarters in Xiamen, it is also hosting a grand running event - 321 running festival. And these activities are all around a keyword - running in the open.

The 321 Running Festival is an important independent IP event created by Xtep.

Indeed, running has become the core sports category of Xtep Focus. Since 2007, Xtep has been planning the running field, sponsoring marathons in more than 20 cities including Beijing, Xiamen, Hangzhou, Guangzhou and Wuhan, and has become the most sponsored marathon in Greater China. In the past 2016, Xtep sponsored 38 running events, including marathon, 10km tournament and colorful night running, serving more than 500,000 participants.

Xtep began to enter the sporting goods industry in 2001, adopting a differentiated marketing model, and using the entertainment stars such as Nicholas Tse to promote the products, gradually forming a relatively stable user group. In 2015, Xtep boldly adjusted its brand strategy and decided to return to fashion fashion from fashion sports, with running and football as the most important support.

In an interview with a sports big business reporter, Ding Shuibo, chairman of the Board of Directors of Xtep Group, said that the reason for the return of the brand tonality movement was attributed to “the continued warming of the Chinese sports atmosphere.” In the context of the national national fitness strategy, along with the national With the continuous improvement of the economic level, the enthusiasm of the public to participate in sports is constantly improving. In the most popular sports, running is no doubt firmly in the top. In 2016, the number of marathons and related sports events registered with the China Association of Athletics is compared. The previous year increased by nearly 1.5 times to 328 games; the number of participants exceeded 2.8 million, an increase of 1.3 million over 2015, a record high.

He also said that “running has become the first choice in the fitness boom in recent years because of its simplicity and mobility. The number of runners in the country is more than 15 million, ranking first in sports. In the movement from symbolic consumption to true lifestyle. At the time, Xtep quickly and steadily changed its strategy, increased the research and development of professional products, strengthened the dissemination and promotion of professional events, and deepened the running market."

Compared to football, Xtep's earlier running is at a more central position in the group, as evidenced by Xtep's revenue data. On the 17th of this month, Xtep just released its annual performance report. In 2016, Xtep's total revenue reached 5.397 billion yuan, of which footwear revenue reached 3.525 billion yuan, most of which were running shoes. According to a survey conducted by Yue Yuehuan in four of the most watched marathons in China including the Beijing Marathon, the Shanghai International Marathon, the Guangzhou Marathon and the Xiamen International Marathon, it was found that in the running shoes worn by runners who completed the race within three hours, Xtep ranked first in the domestic industry.

IP event + live party, marketing model

In addition to expanding the brand influence of Xtep in the field of running through sponsoring marathons and other events, Xtep is also experimenting with newer forms of sports marketing in recent years, including the creation of the independent event IP, the 321 Running Festival.

The 321 Running Festival is a running festival created by Xtep. It is advocated on March 21st every year. It runs easily, runs out of health, runs out of happiness, and conveys a healthy and fashionable life concept. The date is set to March 21, which is also the numerical reciprocal originating from "3, 2, 1", meaning "321 GO!"

321 running festival party opening scene

The 321 Running Festival was originally founded by Xtep in 2016 and the scale of this year's event has been further upgraded. In order to encourage more people to participate in running activities regardless of time and geographical restrictions, Xtep organized a 321 "had to run" online running event from March 2nd to March 23rd, and Xtep joined the Yuet Circle to launch "321 Real Run". "Online Marathon - no matter where your running friends are, you can participate. Moreover, during the activity period, as long as the single running distance of 3.12 kilometers or more is achieved by using the sleek running circle, the 321 running festival medals specially created by Xtep for the running friends and the 321 yuan vouchers sent by Xtep can be obtained. There is also a chance to receive a piece of civilized shirt.

Online, Xtep has joined forces and distributors across the country to join dozens of universities across the country; and dozens of co-branded merchants such as Colorful, Shuhua and New Seven Days in Chongqing, Qingdao, Guangzhou, Shanghai, Shenzhen, etc. In the same city, 321 running activities were held together. On March 11th, Xtep held the XRC running training camp at the Olympic Sports Club in Beijing, and pre-heated the running festival. In addition, on March 18th, Xtep Changsha 12KM race running, March 19th Chongqing Marathon, March 21st Beijing, Xiamen's Crazy Run... According to Xtep related people, this online and offline total about 20 Ten thousand people participated in the series and more than 100 cities participated.

The event also reached its climax on March 21, and the special step star was Nie Weifeng, the popular Asian actress Zhao Liying, the all-around idol Wang Dongcheng, the London Olympics champion Chen Ding, the Chinese flying man Xie Zhenye, the Rio Olympics runner-up Cai Zelin and other literary stars. The gun was started and the party was broadcast live through platforms such as Southeast Satellite TV, Tmall, Tencent, Iqiyi, and live broadcast.

On the evening, not only did Xie Yufeng, who had been with Xtep’s endorsement for 17 years, help out, but the popular actress Zhao Liying, who signed the contract recently, also aired the scene. Xtep’s custom-made Fengwei embroidery running shoes for Zhao Liying were also officially launched.

Previous12Next page

10KV Cross-linked Semi-conductive Shielding

Pyjd-10 Cable Shielding Compounds,Shielding Compound For 10Kv Cable,10Kv Cable Internal Shielding Material,10Kv Cross-Linked Semi-Conductive Shielding

Jiangsu Super Prosperous New Material Co., Ltd , https://www.jschaowang.com