I think it was Nicholas Tse who made Xtep more successful. After Nicholas Tse endorsed Xtep, Xtep has seen a significant increase in sales and popularity.
Tse Tingfeng has been Xtep’s spokesperson for 19 years. He once said that he is older than most of Xtep’s employees. Even the youngest daughter of Xtep’s chairman called Nicholas Tse godfather.
Many people think that Xtep and Nicholas Tse just have a simple cooperative relationship. In fact, their relationship is much closer than imagined. Otherwise, why would Nicholas Tse be willing to endorse Xtep after so long? In 2001, Fujian Sanxing Sports Goods Company created the Xtep brand. At that time, almost all other sports brands were looking for sports stars to endorse, but Xtep was the first to target the entertainment industry. It was at this time that they took a fancy to Nicholas Tse, and Xtep quickly signed him. Unexpectedly, the signing was for 20 years.
Not long after signing the contract, they set a record. The "Wind and Fire Generation" sneakers successfully sold 1.2 million pairs, setting a record at that time and even today. In 2012, Xtep also awarded Nicholas Tse with the Special Anniversary Contribution Award. He was grateful for being the spokesperson of Xtep for the past ten years, so the relationship between the two is really close. Not only that, it is understood that in 2020, Nicholas Tse is no longer satisfied with being a spokesperson, but directly invested 10 million shares and became one of Xtep's shareholders. This directly strengthened the relationship between the two parties.
The reason why Nicholas Tse has always insisted on valuing Xtep is not only because of the relationship between the two, but also because of Xtep’s market potential and internationalization. In 2016, Xtep connected tens of thousands of people from organizations and partners around the world to DingTalk, realizing unified online front-end and back-end data, opening up upstream suppliers and downstream stores, and directly allowing suppliers to sell products with the potential to become popular. Businesses have increased production, put products on shelves quickly, and have also achieved efficient collaboration internationally. So it makes perfect sense for Nicholas Tse to agree with Xtep so much.
Thanks to the auxiliary role of new productivity tools, Xtep has also achieved success in market competition. Especially in recent years, the rise of national fashion brands has made Xtep stand at the forefront of the brand and gained A lot of benefits. And all of this is partly due to Nicholas Tse's endorsement.
It must be said that Nicholas Tse's vision is still very unique. He did not simply regard him as an ordinary endorsement. His investment in shares also developed his business sense. At that time, Xtep's share price directly increased by 17 %. So now it’s hard to say whether Xtep is the icing on the cake for Nicholas Tse, or whether Nicholas Tse has made Xtep a success. What do you think?