The feeling of flying, what brand of clothes is the advertising word?

Xtep China Co., Ltd. is a comprehensive sporting goods company under the Samsung Group, which integrates marketing, R&D and production, and takes shoes and clothing as the leading products. The company is located in Quanzhou Economic and Technological Development Zone, with an area of nearly 150 mu and more than 4,000 employees. It has star-rated hotel office buildings, spacious and bright standard workshops and garden-style dormitory living quarters. The company has advanced and complete production equipment, 8 automatic molding production lines and 465,438+0 sewing machine lines, with an annual production capacity of 8 million pairs. The company has been adhering to the business philosophy of "self-challenge, unremitting pursuit, win-win interaction and overall satisfaction", and has won three national highest honors: "China Famous Trademark", "National Inspection-free Product" and "China Famous Trademark". Brand strategy is the top priority of enterprise management. The company hired Nicholas Tse, the superstar of Hong Kong Emperor, twins and boys, as the brand image spokesperson to promote the brand development with the star effect. Xtep products, which are avant-garde and full of personality, are favored by young fashion people. In 2005, Xtep brand ranked "Top 500 Most Valuable Brands in China" with 365,438+00, which further reflected Xtep brand's strong market appeal.

The English name XTEP China Co., Ltd. comes from the English word "STEP BY STEP", which means "down-to-earth, one step at a time", and the Chinese name Xtep is homophonic. It also shows the distinctive cultural connotation of Samsung Group and Xtep brand, that is, the course that Samsung Group has gone through is different from its competitors, changing rapidly and moving step by step; It also represents that Xtep's consumers are different. They are a new generation represented by teenagers, emphasizing avantgarde, fashion, individuality and freedom. They like fashionable and personalized sporting goods, express themselves in sports and advocate freedom of life. Xtep brand symbol "X" embodies the brand culture of "avant-garde, fashion, individuality and freedom" and represents the unknown and mysterious field and world that we need to explore.

Yuan Jing: The First Brand of Fashion Sports in China

Brand positioning:

Consumer group positioning: 13-25 years old young people;

Product positioning: avant-garde, fashion, personality, leisure and freedom;

Price positioning: suitable for mass consumption, belonging to the domestic mid-range price system of the same industry;