Xtep: Winning Young Chinese Consumers in Less Developed Cities

Sherriff T. K. Luk, Ivy S. N. Chen () and Chi Hong Leung
Additional contact information
Sherriff T. K. Luk: Hong Kong Polytechnic University, Hong Kong
Ivy S. N. Chen: Hong Kong Polytechnic University, Hong Kong
Chi Hong Leung: Hong Kong Polytechnic University, Hong Kong

Asian Case Research Journal (ACRJ), 2014, vol. 18, issue 01, 81-114

Abstract: Most foreign brands target first tier cities in China, thinking that demand in lower tier cities is unable to support their stores. The case describes how Xtep, a Chinese sportswear brand, succeeded in building a strong position in second and third tier cities by tapping into youth's need for expression through competitive pricing and aggressive sports and entertainment marketing. By targeting customers in less developed cities, it also avoided direct competition with wellknown brands.This case also describes the sportswear industry, the development of second and third tier cities in China and the consumer behaviour of residents. The case requires analysis of some of the changes that are taking place in second and third tier cities in China and their implications for firms.

Date: 2014
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.worldscientific.com/doi/abs/10.1142/S0218927514500047
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wsi:acrjxx:v:18:y:2014:i:01:n:s0218927514500047

Ordering information: This journal article can be ordered from

DOI: 10.1142/S0218927514500047

Access Statistics for this article

Asian Case Research Journal (ACRJ) is currently edited by Lau Geok Theng

More articles in Asian Case Research Journal (ACRJ) from World Scientific Publishing Co. Pte. Ltd.
Bibliographic data for series maintained by Tai Tone Lim ().