On October 23, XTEP INTERNATIONAL announced a strategic partnership with MEITUAN-W, marking the official entry of over 3,000 XTEP stores into the MEITUAN-W instant delivery platform. This collaboration will provide consumers with an extensive range of products, including sports shoes, apparel, and accessories, with a "buy online, deliver in 30 minutes" service. As the digital economy deeply integrates with physical retail, the instant retail model of "ordering online, shipping from nearby stores, and receiving products within hours" has become an irreversible trend. Consumers are demanding a higher level of immediacy and convenience in their shopping experiences.

This partnership represents a significant exploration by both companies into new retail formats, aiming to meet the growing demand for immediate access to sports gear. Sources close to MEITUAN-W noted in an interview that the trend in the apparel industry shows that the growth rate of sports products is surpassing that of traditional apparel, perfectly aligning with the swift pace of instant retail. According to data from MEITUAN-W, since June, sales of items such as running shoes, sports T-shirts, and basketball shoes have increased by over 200% year-on-year.

According to a report published in October 2024 by the International Trade Economic Cooperation Research Institute of the Ministry of Commerce, the scale of China's instant retail sector reached 650 billion yuan in 2023, marking a year-on-year growth of 28.89%, which is 17.89% higher than the growth rate of online retail during the same period. This sector is expected to surpass 2 trillion yuan by 2030.

With the extensive instant delivery network of MEITUAN-W, XTEP's vast offline store network will achieve dual breakthroughs: it will expand the service radius from the traditional 3 kilometers to a full city delivery area of 10 kilometers, while also extending service hours. Additionally, the integration of pre-order functionality will cater to various scenarios, such as morning runs and evening workouts, enabling the rapid delivery of a full range of products, including racing shoes, casual footwear, hoodies, and sports pants.

This collaboration also focuses on XTEP’s core strength in the running market, as both parties plan to create a new ecosystem for "runner instant services." The goal is to upgrade single marketing events into a sustainable business model, providing marathon runners and running enthusiasts with an immediate shopping experience for sports gear. To achieve this, both parties will deepen their cooperation around the operational scenarios of marathon events, leveraging XTEP's extensive resources in marathon competitions accumulated over more than 20 years. Examples of collaborative events include the Xiamen Marathon, Wuhan Marathon, Chongqing Marathon, Taiyuan Marathon, and Xi'an Marathon. They will subsequently offer exclusive rights and benefits for runners during these events, enhancing the integration of "events and instant retail," thereby enriching the depth of cooperation and comprehensively improving the runners' event experience.

As a powerful alliance between a sports brand and an instant retail platform, XTEP and MEITUAN-W are poised to explore the potential of "integrated online and offline consumption." Through instant retail channels, they aim to reach a wider and younger consumer base, injecting new growth momentum into XTEP, ultimately creating an efficient, convenient, and trustworthy instant consumption platform for sports gear. This collaboration aims to advance sports consumption into a new stage characterized by "immediacy, scenario-based focus, and professionalism."

In the first half of 2025, XTEP's revenue reached nearly 7 billion yuan, firmly positioning it as one of the favorite brands among Chinese runners. During this period, XTEP running shoes topped the wearing rates in several major domestic marathon events. Running enthusiasts can use MEITUAN-W to order shoes and apparel for various scenarios. Consumers can access the MEITUAN app, search for "XTEP," and find nearby stores that are already online. Whether it is an emergency need for sports gear, selecting gifts for family and friends, or enjoying the convenience of instant ordering from home, all requirements can be met. They can also enjoy exclusive discounts during the opening period, such as 60 yuan off for purchases over 200 yuan and 90 yuan off for purchases over 300 yuan.

Additionally, XTEP's partnership with MEITUAN-W further enriches the latter's brand ecological matrix, particularly in the important vertical of sports apparel.