Xtep: Leader of Digital Intelligent Transformation

Fuming Chen ()

A chapter in How Digital Intelligence Drives Business Growth, 2023, pp 371-383 from Springer

Abstract: Abstract After 2000, Ding Shuibo was keenly aware that the business of foreign trade OEM began to decline, while the demand in the domestic market was gradually heating up. Therefore, in 2001, Ding Shuibo founded the Xtep brand, which emerged with the differentiated marketing strategy of “fashion + sports” in the increasingly competitive sporting goods market. By 2007, Xtep’s operating revenue exceeded 1.3 billion yuan.

Date: 2023
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DOI: 10.1007/978-981-99-4299-2_26

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