01368.HK Princess Ding Jiamin, who looks like Wang Xinling and became popular at an engagement party, recently showed her love on social platforms.

Princess Ding Jiamin of Xtep posted her daily life with her husband for the first time on her social platform after her engagement to Zhou Liyuan, the son of the Seven Wolves, with a caption saying "press the road after dinner" and borrow Jay Chou's "Flight Diary" to express her love.

Recently, the engagement party of the two second-generation entrepreneurs successfully brushed the screen, and they became a hot topic in September. Of course, there is no lack of high-profile marketing strategies, which is very helpful to the two young people's fledgling careers.

In addition to the love of the post-1995 couple, what people are more interested in talking about is the combination of family resources behind the two, as well as the in-laws between Anta, Xtep and Bama Tea, the three giants of Jinjiang in Fujian Province.

Xtep's seven wolves were "married" and led out of the Marriage Bureau of Fujian businessmen.

A screen-brushing engagement party.

Recently, Ding Jiamin, the youngest daughter of Xtep founder Ding Shuibo, spread the good news that she was engaged to Zhou Liyuan, the second son of the founder of the seven wolves, Zhou Shaoxiong. It is said that the two sides still grew up together, adding a lot of affection and a match made in heaven to the couple's love.

Compared with the love of the post-1995 couple, people pay more attention to the family behind the two young people.

Ding Jiamin's Xtep family is a leading multi-brand sporting goods company. In 1987, Ding Shuibo founded Sanxing Sporting goods Co., Ltd., which started as "travel shoes" and became the "king of export" in the industry at that time.

In 2001, Ding Shuibo founded the "Xtep" brand and signed an endorsement contract for Nicholas Tse, creating a precedent in sporting goods entertainment marketing and opening up the situation for Xtep.

Relying on the differential marketing of "sports and entertainment double tracks", in the development of nearly 20 years, Xtep has developed into a leading comprehensive sporting goods brand company in China from the brand layout with running as the core to the strategic change of "return movement".

In 2008, Xtep was listed on the main board of the Stock Exchange of Hong Kong.

Mid-term results in 2022 show that since its establishment in 2001, the company's main brand "Xtep" has a huge distribution network of more than 6200 retail stores, covering 31 provinces, autonomous regions and municipalities in China, as well as overseas regions. In addition to the well-known "Xtep" brand, the company also has four international well-known brands: Galaxy, Paladin, Sokoney and Mayer.

On the other side of this marriage, Seven Wolves is one of the leading menswear brands in China. The company is mainly engaged in the design, production and sales of men's wear and knitting products of the "Seven Wolves" brand. the main products include shirts, suits, trousers, jackets, sweaters and men's underwear, underwear, socks and other knitted products.

In recent years, in addition to the main standard "Seven Wolves" products, the company also operates the international light luxury brand "Karl Lagerfeld".

The founding families of the Seven Wolves and Xtep are from Jinjiang, Quanzhou, Fujian Province. Behind the high-profile engagement of the two families, more huge in-laws relationships among Fujian businessmen in Jinjiang have been uncovered.

As early as 2020, Ding Lizhi, the eldest daughter of Princess Tebu, married Lin Xiaowei, the eldest son of Lin Xiaofa, founder of Jiumu Group. Lin Xiaowei, also a post-90s, joined the group after graduating from the University of Sydney in 2016 and was officially appointed vice president of research and development of Jiumu Group in 2019, fully responsible for the R & D and design of Jiumu. In September of the same year, he founded Xiao Mu Youpin. Now Lin Xiaowei has been promoted to senior vice president of Jiumu Group and also served as CEO of Xiao Mu quality products.

Zhou Shiyuan, the eldest son of the founder of the seven wolves, also married Wang Jialin, the daughter of Wang Wenbin, the controller of the Bama tea industry. Wang Miheng, the son of the Bama tea industry controller, married Ding Siqing, the daughter of the boss of ANTA Sports Products (02020.HK).

Bama Tea also has a long history. It is one of the largest producers and sellers of Tieguanyin in China. The controlling shareholder and actual controller of the company is the Wang Wenbin family. In 2021, the IPO application of Bama Tea Industry was accepted by gem, but in May this year, Bama Tea Industry voluntarily withdrew its IPO application and the listing process was terminated, which is a bit of a pity.

Create the second-generation entrepreneur IP with its own advertising effect

If we say that in the past, the marriage between the giants or the combination of resources, but now on the basis of the high profile and rich ideas of the second generation entrepreneurs, there is another layer of corporate marketing, and some market people even think that the second generation of entrepreneurs after 1995 have been pushed to the front of the enterprise to carry the banner of enterprise development.

The second generation of post-90s entrepreneurs dare to think and work, and do not seem to adhere to the ideas of their parents, let alone as low-key as their parents.

Because of the heroine of the engagement banquet fire, Xtep Ding Jiamin has been active in the front line of Xtep brand endorsement, not only participating in the event with Xtep spokesperson Dili Reba, but also personally shooting product posters to endorse her own brand.

Born in 1997, Ding Jiamin is a well-known second-generation entrepreneur. As the second daughter of Xtep founder Ding Shuibo, Ding Jiamin, like girls of this age, likes two-dimensional, drama, Chinese clothing, music, fitness, skiing and script killing.

Ding Jiamin believes that women of Generation Z have their own unique personality and self-confidence, they do not blindly follow the established rules and are innovative; they are pragmatic, not vain, and do not blindly follow the so-called big brands or overseas brands. make high quality, good appearance, especially the national trend more popular, like brands with their own unique values and beliefs.

The 25-year-old girl has not yet entered the management of the family business and is currently the director of Xtep's new women's category "semi-sugar series" in 2021.

Led by Ding Jiamin, the Z-generation women's design team, Xtep women's semi-sugar series products include T-shirts, sweaters, Legging, sports Bra, skirts and other core products to meet their needs for wearing in multiple scenes, going to work, dating, light sports and so on.

Prior to this, Ding Jiamin also intended to promote the Bantang series of products, and personally put on the campaign to endorse his own products, and even appeared together with the star binding. However, the effect of her several appearances was not as high as that of an engagement party. With this popularity, Ding Jiamin's young and beautiful image has also formed a positive positive for the Xtep brand.

Zhou Liyuan, the young owner of Seven Wolves, is similar to Ding Jiamin. He was born in 1996 and studied art history at the University of Toronto in Canada. He officially joined Seven Wolves in 2018. Zhou Liyuan became the youngest member of the board of directors in 2019.

At present, Zhou Liyuan works as an assistant to the general manager of the company, participates in the operation and management of Karl Lagerfeld, an international light luxury brand invested by Seven Wolves, and is responsible for the formulation and implementation of the overall brand strategy.

Zhou Liyuan's popularity also has its own advertising effect, which forms a greater exposure and benefit to its main brand "Karl Lagerfeld". However, in the first half of this year, there were many outbreaks in East China, Northeast China and North China, where stores of the brand were concentrated. The corresponding closure measures and epidemic prevention policies reduced passenger flow, affected the normal business of offline stores, and had a greater negative impact on the sales revenue of "Karl Lagerfeld".

Buy coffee and build stickiness with young people.

The marriage relationship between the Jinjiang giants in Quanzhou, Fujian, and the shining embellishment of the young second generation have rekindled the luster of sports shoes and clothing brands such as Xtep and Anta. On the road of embracing youth, Xtep, who has found a unique way to open up the marketing path of sports and entertainment, is still out of the ordinary.

According to business investigation, Xtep recently applied for registration of three "special coffee" trademarks and three "XTEP COFFEE" trademarks, and intends to enter the coffee market. The current trademark status is under application for registration.

Xtep is not the first one to make coffee on the sports shoes and clothing track. His old rival Li Ning Co. Ltd. has already taken the lead. In the first half of 2022, Li Ning Co. Ltd. Sports (Shanghai) Co., Ltd. applied to register the trademark "Ning Coffee NING COFFEE".

Li Ning Co. Ltd. said that providing coffee service in the store will be an innovative attempt by Li Ning Co. Ltd. for the retail terminal consumption experience. We hope to improve customers' comfort and experience when shopping by optimizing in-store service. It is reported that Li Ning Co. Ltd. 's coffee is not open to the public for the time being. When the consumption reaches a certain amount, the store will give it away free of charge.

Of course, it is understandable if this is only a practice in the early stage of promotion, and if coffee is really sold, it may really be a good business. Market participants believe that Li Ning Co. Ltd. 's dense offline sales points will bring channel and flow advantages to his coffee business.

Based on this level, Xtep is also a useful attempt to make coffee. Coffee is a popular drink for young people nowadays. Launching coffee in offline stores can not only enhance the shopping experience of customers, but also enhance the interaction and stickiness with customers, and help to drain the revenue of the store.