2XU held a press conference in Shanghai and officially announced its entry into mainland China. Prior to this, 2XU products had some purchasing channels in China, including Lane Crawford, but this time it was officially unveiled as a brand, officially paving the brand's China strategy. On September 1 this year, 2XU has already launched its flagship store. The next “Double 11†naturally became the brand's first big test and big opportunity.
Note: The correct reading of 2XU is "TwoTimesYou" instead of the English letter combination, meaning "double you". This is the company's mission to "enhance the performance of human sports" from 2XU. On this basis, there is a series of masters such as compression suits.
As a young company founded in 2005, 2XU has become the world's leading sports brand in a short period of time. In particular, the compression product line has become the choice of various stars in various sports fields, and the professionalism of product functions is self-evident. Jamie Hunt, one of the 2XU co-founders who attended this time, was previously a triathlon world champion. The 2XU team can have deeper insights on what kind of products athletes need. And to make a product that is satisfied with being a world champion, naturally can support athletes in other fields of the same level.
In addition, there are three things about this conference and the 2XU brand. If you understand them, you can have a more comprehensive understanding of 2XU.
1. There are investments from LVMH, and there are already beautiful coverage numbers in the professional field.
In 2013, 2XU received a $75 million investment from LCapitalAsia, a private equity fund invested by LVMH Group. Now LVMH Group owns 40% of 2XU. This is the traditional luxury group that does not have too much layout in terms of sports – but it is therefore more likely to be optimistic about the future of 2XU itself and the sporting products it represents.
This investment seems to be quite cost-effective. 2XU has maintained a double-digit average growth rate for many years. Currently, the sales network covers the whole world, and 3,000 retail stores have been put down in more than 70 countries and regions. In addition to the store sales staff, the group has already Has more than 200 employees. And the middle class and even the whole world are paying more and more attention to health, and the future in this direction is infinitely broad.
James wearing a set of compression equipment
From another point of view, in addition to the "XiU field" of the 2XU, the NBA 30 teams almost all purchased 2XU products to help the players recover. The Australian Navy, the US Marine Corps and other military forces also 2XU is a functional device, and there are various stars wearing 2XU in sports and even everyday. Although it is a functional equipment, 2XU makes it quite popular.
2. The legendary Chinese CEO leads to sell 140,000 compression pants in China within three years.
At this conference, in addition to the brand founder JamieHunt and global president Paul Higgins, the management team in China is also a point of view, this is the qualification of Li Shujun, president of China Region - 2010 "Double 11", GXG won an amazing day The sales performance of 10.5 million, the general manager of the brand at that time is Li Shujun. Until this time, Li Shujun re-operated a brand, can choose 2XU itself can also explain the problem.
It is worth mentioning that 2XU entered the mainland this time through the joint venture established with the Chinese clothing retailer Zhongzhe Mushang Holdings Co., Ltd., Zhongzhe Mushang is the parent company of GXG, and Li Shujun and Zhongzhe Mushang The joint venture company and the 2XU Hong Kong company, together with the company, is the registered company of the 2XU in the Mainland. To put it simply, although the new company is registered, the team is a well-tested industry veteran. This team is definitely the first echelon in China.
A small detail, Li Shujun directly gave the Chinese company's goal for the next three years at the press conference: the first in the market segment, covering 30 cities in China, and selling 140,000 compression pants. Almost no brand will do such a thing at the press conference, and it is also a style that reflects the work.
3. Although with professional functions, 2XU tells us that they are still taking the fashion route
As the core and most representative product line of 2XU, compression pants are also highly anticipated by the brand. The outer part of the press conference mainly displays compressed pants. At present, the four main series of REFLECT, ICEX, MCS and GHST emphasize their own characteristics, such as REFLECT has 360 degree full reflective technology to improve visibility and enhance safety; ICEX series uses PWX fabric to achieve control of skin surface temperature and improve comfort. effect. These series will eventually provide effective support to the body and help relieve muscle fatigue.
2XU Elite Series unveiled in the Chinese market
In other words, wearing compression pants (including the entire compression product line such as compression garments) during exercise can achieve scientific adjustment of the muscles to improve athletic performance, while helping comfort and safety, but also daily. Compressed pants can be worn to relieve muscle fatigue, promote blood circulation and the like.
In our follow-up understanding, there are a few interesting information. The first is that in 2XU's own opinion, the approximate opponent in the market is not a purely functional brand, but a brand of cross-border professional sports and fashion trends such as UA. This can dispel the concerns of many students - not because of the professional is unattainable. And there will be a special series for the Chinese market and the Chinese audience.
On the live catwalk, the model is wearing a new 2XU2018 spring and summer collection.
The second is more people's attention to the pricing of 2XU in China. 2XU chose to “cut directly half of the price†in China (compared to the price of many brands in China may be doubled directly...) – for example, the main compression gradient compression pants, the price of 499 yuan is quite Sincerity, and functionality is not compromised at all. Such a pricing strategy will directly promote the development of 2XU in China.
Editor in charge: Xu Yuehua
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