Sports Marketing
Entertainment Marketing

Entertainment Marketing

The Group publicized Xtep’s lifestyle products through young celebrities and hit internet TV shows. In 2018, Xtep has added the new hit boy-band NEX7 (樂華七子) who were part of the Idol Producer (偶像練習生)TV show to represent Xtep brand, each of the members have millions of followers on Weibo and have a highly commercially valuable fan-base especially among the post-90s and millenial generation. Xtep also cooperated with iQiyi and became the officially designated sports brand (官方指定運動品牌) of the second season of the hit internet TV show The Rap of China (中國新說唱). Celebrity and hit internet TV show raises Xtep’s fashion perception among consumers under 40, and increases its brand exposure to a wider audience, which has exponentially positive effects on sales.

Entertainment Celebrity Spokespersons

As the first sports brand to employ entertainment celebrities to represent the brand, the Group continues to regard this as an important channel to expose Xtep to those who are seeking more fashion-oriented sportswear or those who are only beginning to participate in sports activities. In the first half of 2018, we added the group NEX7 (樂華七子) as new celebrity spokespersons, highly ranked in their ability to generate media and social media hot topics leading to increased brand exposure and product sales.

NEX7(樂華七子): A new seven member boy group formed by music giant Yuehua Entertainment. They became popular to post-90s and millennial generation audiences from the popular reality show Idol Producer made and exclusively broadcasted by iQiyi. Each episode of the show had over 200 million views. NEX7 as well as each individual member has a huge and highly commercially valuable fan-base, each of them with millions of followers on Weibo. Their debut album, The First, was published on 21 June 2018, and are expected to be the next superstar Chinese pop boy band.

Zhao Liying (趙麗穎): One of the most popular Chinese actresses, Zhao won national fame for her lead role in the TV series “The Journey of Flower” (花千骨). Zhao gained the title of “100 billion queen” (“千億女王”) in 2016 for her gaining 100 billion combined online views for all the TV series she appeared in. In 2016, she won the Audience’s Choice for Actress at 28th China TV Golden Eagle Award (第28屆中國電視金鷹獎), the most highly regarded TV award in China. In 2017, she won the Most Valuable Actress (年度最具價值女明星獎) in the 2017 Film Star Value Report by CCSmart (新傳智庫發佈的2017中國影視明星價值報告). She also won the TV Series Actress of the Year (年度電視劇女演員獎) at 2017 Tencent Video Star Awards (2017年騰訊視頻星光大賞).
  Lin Gengxin (林更新): One of the most popular young actors in China, he impressed audiences with his TV Series debut in “Each Step Escape” (步步驚心), which was awarded the Most Popular Foreign Drama of the Year at the Seoul International Drama Awards 2012 (2012年首爾國際電視節). In 2017, he gained enormous popularity by playing the male lead in “Princess Agents” (楚喬傳), opposite of another Xtep spokesperson Zhao Liying. This was the first ever Chinese drama to break 42.9 billion views online. He was awarded as the Most Popular TV Series Actor of the Year at 2017 Tencent Video Star Awards (2017年騰訊視頻星光大賞).
  Nicholas Tse (謝霆鋒): A widely-known artist and young successful entrepreneur, Tse was Xtep’s first celebrity spokesperson, and has remained our spokesperson for over a decade. As an actor, Tse has won the Hong Kong Film Award for Best New Performer in 1998 and Hong Kong Film Award for Best Actor in 2011. He has renewed his popularity in PRC as a celebrity judge in the hot singing competition show “Sing! China” this year. His ties with Xtep have continued to blossom, where he became a Shareholder in July 2016 and will deepen our long-standing working relationship in the areas of product development and marketing and promotion.
  Jiro Wang (汪東城): A Taiwanese singer and actor, he gained popularity as a member of the former Taiwanese boy-band Fahrenheit and has over 17 million page views on his Baidu Baike page and over 16 million followers on his official Weibo account. He has been based in Mainland China in recent years and has been in a variety of reality TV shows, TV series and movies. He won the Best Actor of the Year at Migu G-Ker Awards & Gala (咪咕‧G客網絡視頻年度盛典) for his performance inYouku-Tudou original movie“Rakshasa Street”(鎮魂街) in 2017. Several TV series he starred in will be aired in 2018.