a new generation of champion edition running shoes is unveiled. why is “china’s xtep, the world’s best running shoe” “leading the world”?
2024-09-10
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xtep is reshaping the competitive landscape of the world's running shoes as a disruptor.
on august 31, the launch of xtep's new generation of champion running shoes was held in xiamen. the launch kicked off with the affectionate recitation of the host ouyang xiadan. the "golden age" she interpreted belongs not only to elite athletes, but also to every ordinary runner. this concept coincides with xtep's brand spirit.
at the conference, xtep demonstrated the revolutionary upgrades of its two core technologies: "xtep power kinetic energy technology upgrade - gt700 carbon plate" and "xtep ace light elastic technology upgrade - injection foaming". at the same time, xtep's new generation of champion running shoes 160x 6th generation series equipped with the above two core technologies made a stunning debut. its core performance indicators surpassed the flagship products of international brands, marking another major leap forward for xtep in the field of running.
the press conference was star-studded, with the "strongest champion team" of chinese marathons and representatives of runners from various fields witnessing this historic moment. in the eyes of industry insiders, this was not only the launch of a new running shoe, but also a grand event for xtep, as a chinese sports brand, to showcase its professional heritage and disruptive innovation capabilities to the world.
technology-led: gt700 carbon plate technology upgrade reshapes the industry landscape
as one of the earliest chinese brands to enter the running industry and the first to take "running" as its core strategy, xtep has been investing in this vertical field for more than ten years.
in recent years, the domestic sporting goods industry has been increasingly competitive, but xtep has stood out and quickly grown into a world-class running shoe brand. in addition to its forward-looking industrial layout, this is inseparable from its continuous technological innovation.
in terms of technology, xtep has continuously increased its investment in scientific research and built a world-class running laboratory, x-lab, to transform the world's cutting-edge sports science into practical running technology. this move not only improves the technological content of xtep products, but also lays a solid foundation for its continued development in the running field.
at this press conference, the gt700 carbon plate technology pioneered by xtep in the industry was undoubtedly the biggest highlight. according to lu yijia, general manager of xtep's running category, this super fiber carbon plate, known as the "golden carbon plate", has created a top-level performance carbon plate material by precisely blending pi fibers. it has not only surpassed international brands in technology, but also set a new benchmark in the industry. in addition, the embryo injection foaming technology in the xtep ace light-bounce technology, through the one-piece molding of the embryo, has overcome the common industry problems caused by the use of ordinary foaming technology, and has revolutionized the light-bounce experience of running shoes, providing runners with a more excellent running experience.
the revolutionary upgrade of the two core technologies is not only a disruptive breakthrough for xtep in the field of running shoe technology, but also a milestone victory for chinese sports brands in the history of technological innovation, reshaping the competitive landscape of global running shoes.
it is reported that the new generation of xtep champion running shoes, the 160x 6th generation series, equipped with the above two core technologies, has not only surpassed the flagship products of international brands with its excellent performance indicators, but has also become the star equipment in the chinese marathon. lu yijia, general manager of xtep's running category, introduced to the outside world at the press conference: "compared with the previous generation, the new 160x 6.0 pro has an upgrade in that the heel force point is slightly moved back, which means that it is more tolerant of the runner's running style and pace, and improves the adaptability of the running shoe; based on the 160x 5.0 pro, the rebound of the 6th generation pro has increased by 6.1%, maintaining efficient rebound throughout the 42-kilometer race."
deeply cultivating running: behind the record-breaking, the value of long-termism is highlighted
from the 160x 1 generation to the current 160x 6 generation, xtep running shoes have witnessed the glorious moments of countless chinese athletes, helping them break records in international competitions and demonstrating the powerful strength of chinese running shoes.
"only by continuously deepening our efforts and innovating can we remain invincible in the fiercely competitive market," industry insiders pointed out: xtep's success today is inseparable from its adherence to long-term values.
in his speech titled "xtep, china's world running shoe brand - leading the golden age", ding shuibo, chairman and ceo of xtep group, reviewed the common growth of xtep and chinese marathon, and emphasized the milestone significance of the 2019 "chinese people racing, all people running" press conference for the comprehensive development of xtep and chinese marathon.
as xtep continues to deepen and expand its presence in the field of running, it has gradually established a professional foundation in world-class running shoes.
ding shuibo pointed out that in the past two years, xtep's champion edition running shoes 160x series have helped the chinese men's marathon create many historical moments, including entering the 206 era, winning the first gold medal for men at the hangzhou asian games, and witnessing the best performance in the history of the chinese men's marathon at the paris olympics.
over the past five years, xtep running shoes have helped 85 athletes win 408 championships. xtep group has also grown from rmb 8.1 billion in 2019 to rmb 14.3 billion in 2023, an absolute increase of 76%.
according to the statistics of the joy run data research institute: in the past five years, the 160x series has topped the charts of the average number of people added per month, the average monthly additions, and the average monthly running volume in the joy run shoe library. in 2023, xtep became the brand with the highest wearing rate in chinese marathons, and its global sales also ranked among the top. the arrival of this "golden age" is a miracle created by every chinese runner and the result of the xtep 160x series.
ding shuibo said that with the release of the new generation of champion edition running shoes 160x series, xtep will lead china's road running business into a new "golden age", encourage more people to run, and contribute to the construction of a sports power.
national marathon record holder he jie also said frankly that he has a special feeling for the 160x running shoes. every record he set was created with the help of the champion edition running shoes. he looks forward to achieving better results wearing the 160x 6.0 pro.
long-term "foundation": increasing investment in ecological construction and growing with runners
in fact, xtep's long-termism is not only reflected in its emphasis on and investment in running product innovation, but also in its in-depth understanding and attention to runners' needs. in recent years, xtep has built a complete running ecosystem from multiple dimensions such as event support and ecological construction, so that every runner can find a sense of belonging and motivation for growth in this system.
among them, the close cooperation and deep involvement of marathon athletes dong guojian, yang shaohui and others with xtep are the best examples of xtep's adherence to long-termism and runner-centricity.
at the press conference, chinese marathon evergreen and marathon champion dong guojian revealed that during the development of the latest running shoes, he had many exchanges and communications with running shoe designers and r&d personnel, providing feedback on each foot feel, striving to make the champion version of the running shoes more perfect in details.
marathon champion yang shaohui also said that he had participated in the co-creation of several generations of 160x. through testing on roads, concrete roads, stadiums and small dirt roads, he simulated various environments that ordinary runners encounter in daily running, and gave his own opinions.
it is worth mentioning that the new generation of champion running shoes 160x series was launched, including 160x 6.0, 160x 6.0 pro, and 160x 6.0 monxter. among them, the name of 160x 6.0 monxter was given by marathon champion wu xiangdong, and it is limited to 2,000 pairs worldwide.
this spirit of co-creation not only enhances the professionalism and competitiveness of xtep products, but also further deepens the emotional connection between xtep and runners.
in addition, in terms of ecological construction, xtep is at the forefront of the industry.
since 2012, xtep has established a professional organization called "xtep runners" to serve runners. it has now become china's largest and most active brand running group. in addition, xtep continues to sponsor chinese marathon events, and has sponsored the world athletics platinum label event xiamen marathon for 17 consecutive years, which has greatly promoted the prosperity and development of chinese marathons. over the past five years, through professional development, xtep has promoted the realization of "chinese people's speed racing" and entered the 206 era with chinese marathons. under the leadership of xtep, chinese running shoes are also heading to the world stage with an unprecedented attitude.
in the industry's view, these measures have not only enhanced xtep's brand influence, but also made important contributions to the popularization and development of china's running culture. in the next five years, xtep, which adheres to long-termism, said that from "chinese people racing" to "all people running", it will encourage more people to run, help china's road running industry enter a new "golden age", let the world see china's new speed, and lead the world on the new track.
