In 2019, the wearing rate of special running shoes was only 4.2%, and that of Nike was as high as 70.4%.
As a leading player in the industry, how can special step miss this trend.
By the end of last year, more than 1.3 million member runners had been attracted to the running group community created by Tebu; By enhancing brand value and integrating Chinese cultural elements into products, Tebu has received praise from a large number of young consumers.
It is understood that since 2007, Tebu has sponsored more than 1000 marathon events, which is the domestic brand that sponsors the most events.
This is not only reflected in the changes in sales, revenue and other figures, but also reflected in consumers’ recognition of the “Tebu” brand.
Combing the financial reports, it is found that since 2015, the R & D investment of Tebu has remained at more than 2.4% all the year round.
From export to domestic sales, from follow-up to innovation, from OEM to acquisition of overseas brands, Tebu has evolved from a foreign trade OEM to a global sporting goods enterprise.
In the field of fashion trends, it is the linkage of well-known property rights to continue to increase the national trend.
These three running shoes are the racing family carbon board running shoes officially released by special step at the special step 321 Running Festival in 2021.
According to the “Five Year Plan” released by Tebu last year, Tebu is building a main brand with the positioning of “sports + fashion”, that is, professional sports and sports fashion two wheel drive.
For example, at the end of last year, in the last batch of test reports sent back by rwshoelab, Tebu won the awards of “annual recommendation” and “best debut”.
The group’s revenue reached a record of 10.013 billion yuan, doubling from 5.113 billion yuan in 2017.
In May last year, in the cross-border cooperation with Shaolin, special step and tmall super product day jointly held a fashion show in Shaolin, Songshan, and launched a high-end trend product line xDNA to pay tribute to the long-standing Shaolin culture, which attracted the attention of a large number of young consumers.
With the completion of comprehensive coverage of market segments and the coordinated development of online and offline channels, is the “golden age” of special step coming? How deep is the running moat? Founded in 2001, Tebu is the only domestic sports brand with running shoes as the core product line, and the running gene is deeply rooted in the brand “blood”.
In April 2021, among the contestants who ran into Xiamen Ma within 3 hours, 51% wore special 160x running shoes, ranking top 1 and occupying an absolute advantage.
By contrast, Nike’s wearing rate was only 26.09%.
160xpro has repeatedly defeated others in actual combat.
Behind the remarkable achievements, it may be related to Tebu’s continuous increase in R & D investment and continuous scientific and technological innovation.
According to the “Five Year Plan”, Tebu plans to achieve a revenue of 20billion yuan for its main brands in the next five years, with a compound annual growth rate of 23%; The total revenue of new brands reached 4billion yuan, with an annual compound growth rate of more than 30%.
At present, the number of members of the special step race has exceeded 1million.
300×2.0 and 160×2.0 received good feedback from the public and professional runners as soon as they were launched.
In 2021, the R & D investment was about 252million yuan, accounting for 2.5%.
In any way, the performance of Tebu in 2021 is excellent.
Three months later, the “special x Shaolin” flash event landed in Changsha, Hunan Province, China, and successfully attracted the attention of generation Z in China again through the Shaolin martial arts show and fashion show.
In addition, the special step also launched the “Chinese race” strategy with the China Track and Field Association, and established the “special step running club”.
In addition to the awards, the special step is to seize the majority of runners’ shoe cabinets.
Among them, the revenue of footwear products was 5.928 billion yuan, an increase of 17.5% over 2020, accounting for 59.2% of the revenue.
In 2021, it helped Peng Jianhua, Yang Shaohui and Dong Guojian win the top three in the Xuzhou marathon and Olympic marathon trials.
On March 16, Tebu International released its 2021 financial report, with brilliant performance.
Net profit increased by 77.1% year-on-year to 908 million yuan.
In the field of children, Tebu upgraded and created the brand proposition of “big country youth”, advocating that contemporary teenagers have self-confidence, responsibility and positive growth attitude..
Based on this, Tebu launched many internationally competitive products, which not only won the runner World Award, but also continued to be the preferred brand of Chinese runners.
Undertake the strategic cooperation plan between Tebu adults and Shaolin culture.
Catch the “national trend” express, 2021 is known as the first year of the rise of the new national trend, which is particularly obvious in the sportswear track.
The turnover of the official flagship store of TEPCO tmall exceeded 60million yuan in three days, refreshing the sales volume of the sports shoes and clothing industry in the same period.
According to the financial report, in 2021, the main brand of Tebu was the main source of revenue of the company, accounting for more than 88%, and the revenue increased by 24.5% to 8.841 billion yuan.
In December last year, 160×2.0 was selected into the “bilibililiz100” young people’s top 100 word-of-mouth domestic products list.
In this financial report, another noteworthy point is that emerging brands such as gasway, Paladin, sokoni and Maile have gradually made efforts, and their revenue has increased rapidly.
Today, the share price of Tebu international rose rapidly, closing up 22.55%, with the latest quotation of HK $10.00.
The running products that won the honors of runner’s world are: 160xpro “recommended of the year” in 2021, 300×2.0 “best debut” in autumn and winter, and 160×2.0 “editor’s choice” and “popular products” in spring.
The revenue of Tebu’s main brands increased strongly, setting a record of 8.841 billion yuan, an increase of 24.5% year-on-year.