Comprehensive Channel Upgrade! Xtep Leverages Southeast Asian Foothold to Advance Global Running Footwear Strategy

KUALA LUMPUR, Malaysia, Jan 19 (Bernama) -- Running shoes brand Xtep has announced that it will form a joint venture with Bonia, a distributor with over 50 years of market expertise in Malaysia, to jointly develop the Malaysian market. Analysts indicate that this move will accelerate Xtep’s drive to become the leading running brand in Southeast Asia. Notably, this new strategic direction also involves an adjustment to Xtep’s previous business cooperation model in Malaysia. In line with Xtep Group’s overall strategic shift, the company’s business model in Malaysia will be upgraded from a single exclusive distribution arrangement to a multi-channel setup. The former exclusive distributor, VGO, will transition to a “non-exclusive distributor” and remain a key partner for Xtep in deepening its local market presence. Before Xtep’s partnership with Bonia, VGO served as Xtep’s exclusive partner in Malaysia. As the initial partner facilitating Xtep’s entry into the Malaysian market, VGO laid a solid foundation for the brand’s successful entry. Xtep will continue its collaboration with VGO to advance the Xtep brand’s development through channels where VGO holds particular strength. Meanwhile, Bonia will focus on maximizing Xtep’s brand visibility in Malaysia’s core commercial districts and running brand hubs.

Chinese media reports highlight Malaysia as Xtep’s springboard for expansion into Southeast Asia, emphasizing that this business model transformation is crucial for implementing the “Chinese Root, World-Class Running Shoes” strategy proposed in 2022. Bonia’s sales network spans Malaysia, Singapore, Indonesia, Thailand, and other Southeast Asian markets. The company maintains strong, stable relationships with major shopping centers in these countries, possesses deep insights into local consumer needs, and has solid cross-border retail operation capabilities.