What is Sales and Marketing Strategy of Xtep International Holdings Company?

Nationwide mono-brand stores remain the volume backbone; franchise-led expansion is complemented by selective direct-operated upgrades in Tier 1–2 cities focusing on flagship 6th‑gen and Xtep 1902 concepts to raise sales per store.

From 2020–2024 Xtep closed lower‑productivity doors while upgrading flagship formats; store count stabilized and sales density increased by double digits, with premium Saucony and Merrell counters lifting ASP and mix.

Tmall, JD, Douyin and Xtep.com contribute a rising share as Chinese sportswear online penetration exceeded 35–40% by 2024; 11.11 and 6.18 festivals deliver double‑digit GMV growth and Douyin live commerce boosts conversion on running launches.

Budget shifted to performance marketing and short‑video commerce; OMS/ERP integration enables unified inventory pooling, ship‑from‑store and two‑hour delivery pilots in major cities, improving fulfillment KPIs and conversion.

Master brand = accessible running performance: visible tech, race-ready cushioning, and training utility at domestic price points to capture mass runners and aspirational athletes.

High-contrast colorways, bold X-mark motifs, kinetic typography; tone is optimistic, data-informed, and athlete-first to reinforce performance credibility.

Measurable improvement in pace and comfort without premium international price tags, with premium tiers (Saucony, Merrell) as upsell pathways.

Built on Chinese runner insights, rapid tech cadence, and community activation; awards and media recognition in China validate value-to-tech and marathon adoption.

Objective: Establish the brand as a marathon performance player using carbon-plated footwear; concept 'From Start Line to PR' documented seeded runners, lab visuals, and race recaps across Douyin/Bilibili, Tmall Super Brand Day, expos and OOH.

Results: double-digit sell-through in first two weeks; Beijing/Shanghai marathon periods produced high-teens online GMV lifts; short-video engagement exceeded category benchmarks. Learning: athlete storytelling plus expo trials drove conversion; early seeding was critical.

Objective: Trade up Xtep ecosystem runners to Saucony performance models via 'Run Your Science' technical messaging, localized biomechanical content, and appointment try-ons in premium malls.

Results: Higher average unit retail, improved cross-brand retention and a stronger premium mix in top-tier cities. Learning: science-first messaging works when paired with controlled distribution and reservation-based experiences.

Objective: Capture lifestyle-outdoor crossover as urban hiking rose post-2023 through 'From Street to Summit' styling content and community hikes on Xiaohongshu and retailer tie-ups.

Results: Spring/summer sell-through acceleration and collaboration SKUs sold out in select doors. Learning: fashion-outdoor narratives expanded reach beyond core hikers.

Objective: Maximize festival conversions and clear seasonal inventory using tiered bundles, time-limited coupons and coach-led livestreams across Douyin/Tmall Live and in-store pickup events.

Results: Festival GMV rose double-digits YoY; membership-driven orders formed the majority of sales and inventory aging improved. Learning: education-led livestreams reduced returns and increased multi-pair baskets.

Objective: Build grassroots loyalty and first-party data by launching official run clubs in over 40 cities with weekly sessions, leaderboards and badge rewards via WeChat mini-program.

Results: Members show higher repeat purchase rates and measurable uplift around local race calendars. Learning: community ownership sustains engagement between product drops.