A Research On The Performance Of Strategic Transformation—Based On Xtep

In 2014,the operating net interest rate of Xtep Group was the lowest since 2010.In order to boost its performance,the company began to carry out the “3+”strategic transformation of “Product+”,“Sports+” and “Internet+” in 2015.By 2017,Xtep Group had completed the strategic transformation from brand wholesale business model to brand plus retail management model.In contract,the 361-degree company still stays in the traditional brand wholesale model,which is divorced from the current market environment,but also because of too many levels between the company and customer,the enterprise is facing the pressure of high cost.From the perspective of financial performance,the strategic transformation of Xtep Group is undoubtedly successful.In 2018,after the completion of the reform,the performance of Xtep Group grew strongly,with operating revenue up 25% year-on-year and net sales interest rate of 10.5%.In 2019 Xtep Group continues the development momentum of 2018.From the 2019 interim report,we can see that the company's operating revenue increased by 23% compared with the same period last year,and the net profit rate of sales increased to 13.79%.This article takes the strategic transformation of Xtep Group as the case study object,Based on theory of strategic transformation of Tebu Company,and analyzes the implementation of its strategic transformation.Combined with the balanced Scorecard,this paper comprehensively evaluates the financial performance and non-financial performance of the strategic transformation of Xtep Group.On this basis,it summarizes the successful experience and enlightenment of strategic transformation case of Xtep Group.The successful case of Xtep Group' s transformation,some revelations to enterprises with strategic transformation needs in the sporting goods industry are as follows: the goal of strategic transformation should be clear,brand positioning should be clear,the choice of transformation mode should consider the feasibility combined with the reality of the company,decision-makers should have firm strategic determination,and attach importance to e-commerce business to achieve online and offline integration and development.