XTEP Signs Villarreal

In July 22nd, some of the Villarreal players wearing the XTEP shirt appeared in Xiamen. Ding Shuibo, President of XTEP (China) Co., Ltd. and Fernando Roger, President of the Villarreal Club of Spain, formally signed the contract at the Xiamen International Convention Center. XTEP officially replaced Puma as the first time. Club 2011-2016 year exclusive equipment sponsor and official technology sponsor.

This is another Chinese brand that has entered the Spanish League after Lining's sponsorship of Seville. As Villarreal won fourth of the Spanish League last season and qualify for the Champions League, Chinese fans will see their first appearance in the Champions League in the new season.

"It took us less than 2 months to reach contact with the Spanish team." Ding Shuibo, who has always been a low-key XTEP, told reporters. He was excited to say that under the gloomy situation of the domestic football environment, XTEP adopted the strategy of "football marketing" and successfully joined hands with Villarreal. This shows that XTEP's own production, R & D level of professionalism, advancement and XTEP's product quality have been recognized by the world's top football league.

According to the agreement, in the next five seasons, XTEP will create a brand-new match suit for the Villarreal team, and the new race suit will still be dominated by the "yellow submarine", the traditional yellow color of the Villarreal team.

It also means that in the upcoming 2011-2012 season, "yellow submarine" will wear the XTEP shirt for the Spanish League. In the 2010-2011 season, Villarreal ranked fourth in the Spanish League, and was qualified to participate in the Champions League playoffs next season. If the yellow submarine successfully passes the Champions League playoffs, the XTEP brand will also appear for the first time. European champions The league matches.

In addition to sponsoring the existing equipment, XTEP is actively developing Villarreal products and will be on sale in the fourth quarter of this year. At the same time, XTEP will consult with the Villarreal club to jointly operate a series of football related market activities, including the friendly matches to China.

Dialogue

Ye Qi: maintain the leading position in football field

After signing the Villarreal, XTEP has been at the forefront of its domestic counterparts in terms of its richness in football resources. For XTEP, how will they use the resources of the players in the future to maximize the football effect? In response to these problems, the reporter made an exclusive interview with XTEP senior vice president Ye Qi.

Reporter: after signing Villarreal, will XTEP increase the proportion of football series?

Ye Qi: the football series is the most important product series of XTEP in the past two years. After signing the contract with Villarreal, we have also strengthened our professional football in addition to football life and football fashion, because we already have the resources of international standard teams. We say professional football, others believe it, others will think that Villarreal can use XTEP, they can also use it. Therefore, the conditions for making and selling this specialty are ripe. As for football leisure and football fashion, we have been doing it all the time, and the proportion is not low. We will keep this.

Reporter: now the major sports brands in China do not invest much in football. Will XTEP be such a high-profile signing to worry about attracting many brands to follow suit?

Ye Qi: This is very likely, just like basketball in previous years. In the last two years, because of Yao Ming's reason, basketball is very popular in China. There are more than 10 brands of basketball sponsorship. If XTEP is sponsoring basketball matches at this time, it's not that it can't be done. In the first two years of China, adult football frankly did badly and stinks. No one wanted to touch this cake. This is exactly our chance. We can enter the market with relatively low cost.

XTEP has a better vision. We didn't choose the mainland because the reputation of local events was not high. We first sponsored the Premier League team, and then sponsored the Spanish team. I believe that if we succeed, there will be many followers. We will surely carry forward our first mover advantage. Now that we have been running for three years, it is still a little harder for the latter to follow suit. The biggest feature of sports marketing is the high market barrier. If we sign a good team, we will not be able to sign it. Sports marketing resources are unique, who will first get the best quality resources, and the people behind can only be disappointed.

Reporter: did Bermingham downgrade affect XTEP?

Ye Qi: Frankly speaking, Bermingham's demotion will definitely have an impact on XTEP. Bermingham has seen a rare phenomenon in football history: winning the Carling Cup, but being demoted in the league, this is a very exciting thing and why football is round. Today can be a champion, tomorrow can be downgraded, this is the beauty of football. Bermingham gave us a football show.

As XTEP, we have followed Bermingham's first step in internationalization. Through Bermingham, XTEP has entered the international football field. But even if Bermingham does not relegate, it is also the last few clubs in the Premier League, and its reputation in the Premier League is just the same. Its downgrade has a negative impact on us, and we will still cooperate with Bermingham. If Bermingham tries to return to the Premier League next year, it will have a positive impact on XTEP. In addition, cooperation with Villarreal was made before Bermingham's demotion. That is to say, when we first worked with the Villarreal, Bermingham was downgraded, saying that it was only for us. commodity The conference was held only after Bermingham's demotion.