Why Does Hongxing Er Ke Love North Korea?

As long as we are concerned about the European Cup, then the slogan "To be No.1" is not acceptable to you.

The popularity of tens of millions of yuan in the advertising and naming rights of this European Cup matches the ambition of Hongxing Erke.

The 8 year old local sports brand finally launched its "football strategy development plan" at the end of May 2008.

Enclosure movement

This is a typical family business in Quanzhou, Fujian.

The shoe factory created by the parents has accumulated enough wealth through the export processing business of shoes, and has been inherited and pformed from the younger generation.

The brand of Hongxing Erke was born.

In 2004, Li Ting and sun Tian Tian won the Olympic women's Doubles Championship. Zheng Jie scored the top 16 in the Grand Slam tournament, and Li Na became China's first WTA singles champion.

A whirlwind of tennis has sprang up in China.

In November of the same year, Hongxing Erke launched the "leading 2005" series of tennis products. In the face of the slow action of competitors in the city, it quickly pursued Nike and Adidas, becoming one of the top three sports equipment brands in the field of tennis in China.

Now it seems more like a enclosure movement.

Wu Rongguang picked tennis for hongstar, and Anta and PEAK went to the basketball field.

Hongxing Erke's attack in tennis has been successful in just two years.

By the end of 2006, the annual output of sneakers on the production line had been over ten million, while Wu Rongguang said that this figure reached 17 million 860 thousand pairs after the commissioning of No. 3 factory in 2007, and turnover exceeded 1 billion last year.

However, in addition to "specializing in technology", another decision behind this series of achievements has played a key role in promoting Hongxing Erke's successful listing in Singapore in 2005.

"Before the listing, Hongxing Erke's scale is not the same as it is now."

Wu Rongguang said that before the listing, Hongxing Erke had only 1600 outlets in the country, and now it has doubled to 3300.

"Covering all the second tier cities including Beijing, Tianjin, Shenzhen and so on."

Bondage and dream

In June 8, 2008, the women's Asian Cup final ended in the victory of the Korean team 2:1 in China.

Watching the Korean athletes dressed in Hongxing Erke standing on the champion's podium, Wu Rongguang's heart was somewhat contradictory.

"Who does not want his country to win?

But from a commercial point of view, the North Korean team's victory may increase the exposure of our brand.

Wu Rongguang is rather helpless, not only because of the failure of the Chinese women's football team, but also because the signing of foreign two tier sports teams, such as North Korea and Lithuania, is a way for local brands to face the Olympic business opportunities.

"Since Adidas won the Olympic TOP sponsor with 1 billion 300 million, our resources have been reduced a lot at the moment, and the United States, Russia and other countries as the first tier members of the Olympic Games, marketing resources have been carved up by Nike, Adidas and other giants.

"Football is a truly important sport in China."

Wu Rongguang said, "a Chinese fan may not know the current situation of his hometown team, but he is very familiar with the major league players in Europe."

This allowed him to invest his money in the Spanish League, the European Cup and the ads of the Bundesliga, Serie A and Hongxing Erke in the broadcast of the series, and also displayed around the lawn of the International Stadium.

For this football campaign, Wu Rongguang and others have been planning for a long time. After a series of big operations, he will leave a suspense to the outside world.

"At the end of August, an international football heavyweight star will come to China to become the first football spokesman of Hongxing Erke, representing Hongxing Erke to attend a series of publicity activities nationwide."

Wu Rongguang said slightly excitedly, "and this is a long-term process."

Wu Rongguang said that after two years' World Cup in South Africa, Hongxing Erke will have some action.