Being Captured By XTEP, Will It Become The Next Fie?

Recently, XTEP, a domestic sports brand, announced the completion of its acquisition of three international sports brands, including gestus, Paladin and Supra. The US top tennis apparel brand has a strong confidence in the Chinese market. XTEP also said that Anta's Fiji will be the target of the company, and XTEP hopes to make the latter a new strategic fulcrum and a new performance engine for the company. However, the competition in the tennis apparel market is fierce now. Whether VAILLANT will become Fiji is still to be observed.

To become the next fie.

According to media reports, Barney Waters, President of guise Wei, has said XTEP can provide impetus for gestus, so that it can gain a foothold in the Chinese market. They hope to become one of the mainstream brands in China's sporting goods market.

"Many years ago, we launched our business in China, but related investments failed. Now XTEP has provided us with an opportunity to re promote its brand in China. Barney Waters said.

In order to become the mainstream brand in China's sporting goods market, the plan is to identify the brand positioning in the Chinese market, expand the product line and establish an effective retail strategy. Start from the subtle, make strategic adjustments, and then speed up the expansion.

Barney Waters said: "I think XTEP's acquisition of gestapi is based on its real historical background, so when they re introduce the brand to China, they can start a story around history, or at least build a platform on this basis." He also said that we would often exchange and cooperate with XTEP team to introduce the history of the company and ensure that the brand maintained strategic consistency in overseas expansion.

XTEP also has great hopes that VAILLANT will become a brand growth engine like Felix. It is reported that last year, the sales of Fiat exceeded 10 billion yuan, which is the first brand of Anta group to enter the club of ten billion yuan.

Pressure is not small.

According to the China Commercial Daily reporter, Ge Wei was founded in 1966 in the United States, and is famous for producing the world's first double leather tennis shoes. Its business involves tennis, running, fitness, triathlon, and other sports and leisure apparel.

At present, the main markets of gestwell are countries such as the United States, Canada, Germany, the United Kingdom, Singapore and Japan.

Although Gaidai's ambition is not small, the competition in the tennis apparel market is fierce, and the strength of its competitors should not be underestimated. For example, the tennis costume brand France crocodile, the brand was founded in 1933, and its founder, Rene Lacoste, is a famous tennis player. At first, the French crocodile was positioned in professional tennis apparel. Since then, the French crocodile has combined the fashion, music and urban culture to make the brand positioning younger. Last year, the brand sales surged 26% to 3 billion 100 million euros over the same period last year.

Sports brand Nike also attaches great importance to the tennis apparel market. Nike has signed many heavyweight tennis stars, including the 20 Grand Slam winner Roger Federer, the 2017 Chinese Open tennis men's singles champion Rafael Nadal, the international women's professional tennis league women's singles champion Maria Sharapova, Asia's first Grand Slam women singles champion Li Na, etc. Nike Greater China public relations staff briefed the Chinese Business Daily reporter that Nike is very optimistic about the Chinese tennis market.

Adidas also has many tennis stars. These include the 2008 French Open, women's singles champion Ana Ivanovich, the 2018 Australian Open, women's singles champion Caroline Voznyachi, etc.

The industry generally believes that the entry of tennis stars can help sports brands quickly open the market. It is undeniable that the market competition for tennis apparel is very fierce. XTEP CFO Yang Lubin said that five years later, it will start to contribute to its performance.