Ding Shuibo'S Interpretation Of The New Marketing Mode In The Internet Age

Recovery has become a major feature of the world economy, but there are signs of recovery.

Sohu Finance: Hello, everyone from Sohu. Welcome to the 2010 Sohu Davos exclusive interview. Today we are very grateful to invite you.

Ding Shuibo: Hello, everyone.

Sohu Finance: coming to Davos, it has been a very famous international forum every year. Many people here want to have a look, do not know that you are in Davos this year. What kind of harvest do you hope to get?

What kind of thoughts do you want to express?

Ding Shuibo: I think I am very happy to be able to attend this forum in Davos. This forum is a world economic forum. There are lots of opportunities to communicate with each other on this side. At the same time, this is the largest annual economic meeting in the world. I think I hope to come here to communicate with some professionals, and I can have a new inspiration for the future development of enterprises.

Sohu Finance: we have also noticed that XTEP is the only sporting goods company to attend this Davos forum this year. What kind of mission or mission do you have?

Ding Shuibo: XTEP is one of the leading brands in the sporting goods industry. Our previous operations, including how to innovate new materials and technologies, are relatively good. This industry is developing very fast, including technological innovation is also developing very fast.

I think in the future sustainable development, including XTEP's future development, I think we are very obliged to make innovations in new technologies, including the use of energy saving materials, including a new round of exploration in the market.

Sohu Finance: what do you think about XTEP's new material and new technology application?

Ding Shuibo: we use moisture and sweat.

Sohu Finance: this summer, Davos is called the new leader forum. How do you understand the new leader?

What qualities should he have if he wants to become a leader in an industry?

Ding Shuibo: of course, to be a new leader, first of all, you are a high growth enterprise. I think it needs more foresee, anti risk, and can get rid of some obstacles. Only then can he be a leader in this industry, especially sustainable development. It will be able to have a precedent preceded by such a sustainable development.

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Sohu Finance: how do you balance the two aspects of sustainable development and economic growth?

How to balance as a country?

Ding Shuibo: I think this must be considered both. In the first place, sustainable development may consider the future, more consideration is to innovate, consider science and technology, consider the big environment, including some products such as energy saving, I think this is a level.

The second level is that you have to understand the whole market, and what kind of products and services can be provided for the consumers or the future market by analyzing the market. It is like a new type of consumer who I listened to in the first session. But in the past few decades, we should pay attention to the quality, and then pay attention to the brand. I think what we should pay more attention to is service, which is different needs in different periods. This is a piece of sustainable development. I want to make the future from my side.

On the other hand, the long-term and short-term development of enterprises should be considered. In the short term, we will pay more attention to the existing network and products. You may be the existing ones, but I think this is a combination of both.

Sohu Finance: like XTEP, its consumers are basically the generation of post-80s and 90s. There are many controversies about the post-1980s and post-90s now. What do you think of the greatest advantage of the generation after 80 and after 90?

What kind of problems do they have?

Ding Shuibo: some people say that after 80, especially after 90, these young people, they do not work hard, they do not pay enough attention to social responsibility.

But from another point of view, this is a very promising generation of young people. They have a higher way of thinking. In fact, whether from his spending habits or their concern for society, I think this generation of young people is very, very good, and they also represent the future.

From our point of view, how can we cater for their needs? In the new Internet age, in the new network age, you may not simply continue the original sales mode, or management mode, or your ideology will change.

Sohu Finance: what kind of new business model do you think will bring great impact on our lives like the future? This is also a topic we discussed at this Davos forum.

Ding Shuibo: I think in fact, an enterprise besides the traditional business mode, like XTEP, we have added a lot of new business models.

For example, we have passed the network sale, including the network specialized edition, so that it has a better promotion than the traditional store.

Second, after our cooperation with the Premier League, we donated the products of the British premier Bo Ming Han to the sale of a foreign brand.

The third is the network, which is now the most important part, including globalization, which is also a pformation of a new business mode.

Although it is a domestic brand, it can not just be a domestic brand model, but rather globalisation, including the globalization of the Internet, and the idea of making XTEP different.

Sohu Finance: like just mentioned network sales, how about its growth?

From XTEP's point of view.

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Ding Shuibo: it is very fast. Although the proportion is very small now, we believe that in three to five years, it should be able to account for about 10% to 20% of XTEP sales.

Sohu Finance: we are now finding that a new type of consumer service mode for consumer goods and services is group buying. I don't know how you see group buying this consumption mode.

Ding Shuibo: in fact, group buying was very long ago. The original pattern was sitting in the store and waiting for others to come to group buying. The new mode was to take the initiative to sell this group buying mode with all large enterprises. I think there will be a direction in the following direction, but I think more is in e-commerce, this is a very high explosive point in the new future.

Nowadays young people are busy with their work, or they want to experience the feeling of online shopping.

Sohu Finance: it is also a new consumption mode.

In this Davos forum, we also talk about the theme of green and low carbon. Low carbon life is also a way of life advocated now.

In your opinion, do you think the cost of low carbon economy is high?

Is green low carbon still on the slogan?

Ding Shuibo: I don't think so. For example, some of the fabrics we are using now, for example, the fibers made from corn, and bamboo fibers represent the raw materials for petroleum production. This is the pformation of new materials.

The second and international research institutions, including technical cooperation with foreign countries, start with raw materials, which will reduce pollution to the environment.

Relatively speaking, our products belong to normal consumer goods, and some of them are better. If they are higher chemical materials, of course, this piece should pay more attention to this piece.

We think that the development of an enterprise must be linked to the whole environment, so we will not go to do more to repair it.

Sohu Finance: what do you think of the future of this field?

The future is a vigorous development period, or a stable small development period.

Ding Shuibo: I think the sporting goods industry is a very large space industry. I have full confidence in this industry.

On the first level, with the improvement of the living standards of the Chinese people, they begin to pay more attention to health, and to focus on life and your sports.

The product of this industry has been further expanded.

The second China is accelerating the pace of urbanization in rural areas. Many rural economies may not be able to afford the products of these brands in the past. But as they enter the city, their preferred brands are domestic sports brands. In the sports industry, because the current styles, products, including brand publicity, reputation and popularity, and international brands are very close to the quality, the price may be only 1/3 of others.

Sohu Finance: Thank you very much.