2010 Shoe Enterprises Hongxing Erke International Strategy Sing Loudly

The 2010 Madrid Masters competition, which has just come to a close, is undoubtedly a hot spot for Chinese elements. On the one hand, the three golden flowers that China is focusing on is gloomy. It is a great pity. The rising Chinese brand has once again won the attention of the world.

Europe market No more blanks

As of May 2010, Hongxing Erke had more than more than 5500 domestic sales channels, and its overseas sales also spread across more than 30 countries and regions, such as Europe, America, the Middle East and Southeast Asia. Sales increased from less than 10 million at the beginning of the establishment to more than 3 billion 500 million now. It can be said that the development of Hongxing Erke in recent years is very noticeable. From home to international, it has become a new force for China's national brand.

On the surface, Hongxing Erke sponsors 2010 Madrid The masters are just one of their many sports resources. But taking into account the special geographical advantages of Madrid, the meaning behind its sponsorship is unusual.

Spain is located on the Iberian Peninsula in southwestern Europe. North is close to Biscay Bay, West Portugal, south of Gibraltar Strait and Morocco, Africa, northeast and France, Andorra border, Southeast of the Mediterranean. The unique geographical advantages and climatic conditions, as well as the excellent and prosperous economic situation, make Spain the meat and cake of the European market, especially as an important hub linking Europe and Asia, and its strategic significance is very different. Visible, Hongxing Erke hand in hand Madrid Masters game is prepared.

In fact, in 2009 before the marriage of Madrid Masters, Hongxing Erke has been the official clothing partner of Shanghai ATP1000 masters for 5 years. After years of exploration and trial, Hongxing Erke has found its own tennis differentiation strategy. In 2009, it even positioned the brand in "young, fashionable and sunny". Wu Rongzhao, executive vice president of Hongxing Erke, once said, "this is precisely the characteristics extracted from tennis. It is also the reason why Hongxing Erke chooses tennis as the reason for brand differentiation." not only in the domestic market, but also in the wider international market. Erke Similarly, the strategy of deep ploughing tennis, while steadily expanding overseas markets, signed a series of potential players from Belgium, Vicker Meijer, German player Zverev, Becker, and servia 90 player Boliche and Belgrade. Although some players are relatively unfamiliar to Chinese consumers, they are TOP10 stars in their respective countries. They are quite popular among young fans and consumers. Through these stars' appeal, Hongxing Erke's influence on the European market has not been underestimated. Earlier, the move to NBA and La Liga successfully opened the way to the market.

It can be said that the bundled marketing of "competition + star" has made Hongxing Er Ke win more and more sympathy in the European continent. Especially in Holland, Germany and Austria, the competitiveness of its products is strong enough to compete with local brands and even internationally famous brands. At present, Hongxing Erke has more than 200 outlets in the European market, and the first overseas stores opened in Beirut, Lebanon in 2008. At the beginning of this year, Hongxing Erke appeared in Germany's ISPO exhibition, and successfully entered into cooperation with Spain, Greece, France and Italy.

The international strategy is the system combined boxing.

2010 is the tenth year of Hongxing Erke brand, which has become the watershed of its brand building and international upgrading. To this end, Hongxing Erke has made a comprehensive combing of the brand development process, and has made clear plans for the future development of the brand. On the basis of continuing to expand and deepen the international sports market, Hongxing Erke's product system will be firmly in the direction of youth, fashion and sunshine. It will make a broader attempt in the field of sports and fashion, thus firmly locking the brand vision into the world's leading sportswear brand.

{page_break}

Strategy is established and execution is natural. It is not new for Chinese brands to sponsor sports events and sign sports stars in the process of internationalization. But Hongxing Erke's approach is quite special. Although Hongxing Erke is a young brand, it has rational enterprise management and brand operation ideas, has a careful plan for its brand marketing, and can flexibly and quickly adjust the market strategy in the changeable market competition environment, so that enterprises can move towards the healthy and sustainable development direction.

First of all, Hongxing Erke played a systematic combination, rather than a mess of the eastern one. Hongxing Erke focuses on the brand marketing strategy of tennis differentiation. He always comes out in sponsoring international competitions. For example, the sponsorship of the ATP1000 masters competition in Shanghai is 5 years, and the recent Madrid Masters is also a joint effort between Hongxing Erke and the international tennis tournament. In the systematic deployment of top international events, Hongxing Erke also used the resources of sports stars very well. Taking 09 years as an example, Vic Meyer, a signer of Belgium, has scored the first prize in the US net in one fell swoop. In 2010, he won the first title of the 2010 women's net in Austria. In just one year, the world rankings rose steadily to the top 15 in the 57 place before signing the contract. In the domestic and international market of sports brands, Hongxing Erke's emergence was largely attributed to the unique tennis strategy, but in fact, in the field of football and basketball, Hongxing Erke also went out of a distinctive road. 鴻星爾克一直在不停地探索企業(yè)自身的極限，其認(rèn)為契合體育的真諦就是挑戰(zhàn)自我，在別人認(rèn)為不可能的地方實(shí)現(xiàn)突破，以足球?yàn)槔櫺菭柨耸侵袊讉€進(jìn)入歐洲頂級足球賽事西甲的中國品牌，其牽手朝鮮足球也有4年的歷史，并偕同朝鮮女足在世界足壇上取得不少殊榮，尤其是2009年伴隨朝鮮國足出線南非世界杯決賽圈，一時(shí)間“鴻星爾克助力朝鮮挺進(jìn)世界杯”、“中國男足敗了，但中國品牌殺入世界杯”等一系列的標(biāo)題，如“核爆”般迅速、頻繁地傳播于網(wǎng)絡(luò)、電視、報(bào)紙、雜志等諸多媒介，“中國品牌殺入世界杯”的重磅口號更是振奮著每一個中國球迷，因此，這一次的驚艷不僅讓所有業(yè)內(nèi)人士為之側(cè)目，更向全世界證明著中國品牌的崛起。

Second, signing competitions and stars are only a profile of China's national brand Hongxing Erke's internationalization strategy. Behind the internationalization of brand is the upgrading of technology and culture. As a leader in "technology leader", Hongxing Erke has been leading innovation in R & D and application. It has pioneered the use of environmentally friendly waterborne adhesive technology in the same industry. The footwear and clothing testing center has passed the national CNS certification. The product has won the first national environmental certification in the industry, and maintains more than 10 patents per year. In culture, Hongxing Erke appeals for youth, fashion and sunshine. The art of war of Sun Tzu says: "attack the city as the next, attack the heart". Instead of fighting closely with competitors, it is better to turn around and find a way to change consumer attitudes. In 2009, the introduction of Hongxing Erke's new brand tonality was not only close to its vision of entering the clothing brand, but also highly suited to its advocacy elements and became an important force to support its brand internationalization. At the same time, in order to comprehensively internationalize in 2010, Hongxing Erke also invested tremendous strength in brand building, market deployment, channel development, product development, talent introduction and other related aspects.

"Hongxing Erke's internationalization is obviously a systematic strategy of strategizing, keen and professional market analysis and judgement, continuous and dedicated brand marketing strategy, which means that the young Chinese brand will have broader resources and vision on the road of internationalization." A senior brand expert said. With the steady growth of China's economy and the gradual resumption of global GDP growth, Hongxing Erke is facing more opportunities and challenges in 2010. How to further cultivate and develop the tennis strategy and how to further develop and create a diversified brand marketing strategy is undoubtedly the primary consideration for Hongxing Ke to accelerate the pace of internationalization.