Hongxing ERK'S Strategy And Brand Positioning

Half a month ago, I saw the report of the advertisement lifting weight concept Anta grabbing the fruit of "first gold"? I want to write something about "Hongxing Erke". As the "China's first foreign listing sports brand" Hongxing Erke, the rapid rise in recent years has aroused my interest. In 2006, Hongxing Erke sales revenue exceeded 1 billion 400 million, 2007 reached 2 billion, and the speed of development is fast.

In the 1999 Quanzhou brand movement in the 2003, Hongxing Erke is still an unknown brand.

The brands, groups of stars, identical positioning (and perhaps no positioning) and promotion mode make consumers totally confused.

Around 2004, Hongxing Erke discovered the rapidly growing tennis market and positioned itself in the specialized market segmentation of "China net feather professional equipment first brand", which led the brand to find its way.

In November 2005, Hongxing Erke renamed "China Hongxing" low-key, "underestimated" way listed in Singapore.

In 2005, 200 million of the money raised was not much, but it laid the foundation for the 06 years' effort and the "Olympic Games".

The adjustment of corporate governance structure, standardized management and systematic efforts made the company, which was discovered only before Anta went public, has strong vitality.

After the 2008 Beijing Olympic Games, the competition of China's sporting goods market is more intense.

In 2005, the world's leading Nike and Adidas in China surpassed the "China sporting goods first brand" Lining. In 05-07, another international brand KAPPA has rapidly risen in China. Many other overseas sports brands are optimistic about the capacity and growth potential of the Chinese market, and have intensified their investment efforts, hoping to share the fruits of China's economic growth.

Many international brands represented by Nike and Adi are calling the wind in the high-end market. Anta, the representative of the Jinjiang department, has also secured the second tier echelon market, and has begun to challenge Lining. The middle and low end Quanzhou second-line sports brand has a very anxious inner world and hopes to enter the second tier as soon as possible.

Such a "top down" sports brand is only a few in Quanzhou, such as 361 degrees, Jordan, Ali, PEAK, Xi De long, Jin lake, and Hongxing Erke.

After nearly 10 years of "brand struggle", people have grown up, and immature businesses have also matured.

These few fruits of "brand movement" have also become smart.

They do not need to compete with these leading brands in the field of professional sports. They are differentiated and professionally divided, so that they can see the future.

For example, XTEP's fashion line, a row of entertainment stars, such as PEAK's firm basketball line, make its image clear, and also is the protagonist Hongxing Erke, finding the direction in the tennis professional market.

In the second half of 2008, the global economy showed a marked decline. Many multinational companies took China as a haven. Although China's economic growth slowed down, it was better than other markets with lower consumption levels.

The trend of poor economic situation and further concentration of industry competition indicates that competition in China's sporting goods market will be more intense.

Such a situation and environment require us to decide and move.

Why is the "first gold" fruit robbed?

After the birth of the first gold medal of the 08 Olympic Games (Chen Xiexia weightlifting), Anta's weightlifting advertisement was first published: a woman who was somewhat similar to Chen Xiexia lifted the barbell, and the left side was striking the "champion spine" made in China by 7 characters. The following is a description of the small font. "212 kg women weightlifting 48 kg class China wins."

In fact, Hongxing Erke is the sponsor of China weightlifting team.

The first gold medal of the 08 Olympic Games is naturally the focus of attention of the global media.

As early as 2007, Hongxing Erke signed a contract with the Chinese weightlifting team to "bet" the first gold medal and sell the Olympic Games.

Everything is going well, but the first globrand.com propagandist of "first gold" is Anta, rather than the early layout of Hongxing Erke!

Why?

Brand management is not planned or lagged behind. What should it be? First more issued than Anta, and a higher requirement: "the first gold medal of Beijing Olympic Games is lifted up by Hongxing Erke". The advertisements and materials have been prepared before the Olympic Games, holding their breath and waiting for the Chinese weightlifting team to win gold.

There should be a backup plan. The Chinese weightlifting team failed to win the gold medal.

In July this year, the Chinese Advertising Association asked: during the Olympic Games, any unauthorized and authorized use of the Olympic Games athletes, coaches, officials and other advertising as an image spokesperson will be suspended for publication, otherwise it will be regarded as infringing infringement.

In fact, Liu Xiang's endorsement of Nike's advertising is still on TV, and the "edge" Olympic marketing business is not a minority.

Hongxing Erke can also change the advertisement of Chen Xiexia weightlifting immediately after the Olympic Games, through the use of "news report" without the appearance of the spokesperson image (or the appearance of other weightlifting personnel).

Apart from these, the materials that won the first gold must be filled with all the terminal shops of Hongxing Erke at the moment when Chen Xiexia won gold.

A "Chinese men's clothing brand only selected in the Le Louvre Museum of Paris" has made it strong for several years. "The first gold medal of Beijing Olympic Games is raised by Hongxing Erke" and "China's first foreign listed sports brand". What kind of reward will this unique and "first" propaganda give to Hongxing Erke? A very good way to make efforts to squeeze into the second tier, or to surpass competitors, is to make frequent "first" in publicity and promotion, so as to let consumers know that you are advancing and surpassing, and you are the leading brand.

Why is weightlifting?

Seeing the dispute between Hongxing Erke and Anta from "first gold", my first question is: why weightlifting?

What other sports should be weightlifting? Tennis?

From the above briefing, we know that the brand of Hongxing Erke is the unique and clear support of the brand with the help of tennis specialization and market positioning.

The brand needs accumulation and precipitation very much, so Hongxing Erke needs to walk bravely along the road of tennis.

Not long ago, the posters of weightlifting and gold were hung up the terminal store of Hongxing Erke.

Although it is the Olympic champion, although it is a shocking propaganda of "lifting China Power", I still feel "regrettable".

As long as the posters of tennis players are hung up in stores, the effect of publicity is better than that of Olympic champions. Besides, they can save a sponsorship fee. The former can let consumers know, "Hongxing Erke" is related to Olympic Games and sports, and tennis can also recall their memories.

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Why did hongerke arrange the Olympic Games in early 2007 instead of tennis?

The top tennis players in the world are masters. What about the Chinese tennis players? Unknown and potential tennis players and sports teams in other countries? Unknown names mean that the signing fees are more economical. Hongxing Erke can even sign tennis players from several countries, constitute a multinational force endorsement brand, and the continuity and strength of the brand can be well disseminated.

Only by strategy can we have the future.

Entering the official website of Hongxing Erke in the morning, Chen Xiexia's "red elevation" of "lifting China Power" is very imposing, but he can not see tennis. He enters the front page and introduces two lines of words.

We specialize in the design and sales of Erke brand sports shoes, sportswear and sports equipment.

No tennis is seen; when the group is introduced, tennis is seen in its sponsorship of the WTA Guangzhou open.

The striking news is that "Hongxing Erke first joined hands with Chinese sand feet" and still did not see tennis in two words.

My girlfriend's advertising company has two slightly more powerful sports brand customers, one is more powerful, in the three position, the brand can not do it, and is not willing to let go, swinging in the "brand + wholesale + foundry" mode, fierce competition, the environment is bad, the business situation is excellent; (Chen Shixin's works) another strength is slightly inferior, but concentrating on the low-end market, take the wholesale route, because the product is good, the price is suitable, the benefit is good.

The market is immature and not saturated, allowing a large number of enterprises to grow up and make a mess. In the era of full competition, the market will not let the muddled enterprise grow into a giant, or even survive.

From the introduction of the group and the slogan of "TOBENO.1", it is easy to say that "great efforts to make Hongxing Erke become the world's leading professional sports brand" is a magnificent enterprise vision.

However, when Hongxing Erke brand positioning in the atmosphere, the magnificent "global leading professional sports brand", it will be hidden in NIKE, ADIDAS, REEBOK, PUMA, MIZUNO, ASICS, NEWBALANCE, LI-NING, ANTA, CONVERSE, FILA, UMBRO and other brand stacked jungle, consumers can not see it.

When it positioning itself in the "China Tennis first brand", it means that it leaves the forest that is desirable and goes to another hill, and some consumers easily see it.

"The world's leading professional sports brand" is a limitless temptation to any Chinese sports brand's helmsman, a dream even woven from ideals and beliefs. But it is full of traps, and there are few positions in the leading and powerful big brands, and later there is hardly any place for them to see the future.

Since Sun Tiantian and Li Ting won the Olympic Games in 2004, tennis has been gradually warming up in China. This movement needs a certain level of social and economic development. In developed countries, tennis is a noble and universal sport.

Golf and tennis are very popular sports in China's neighboring Japan.

According to the data of previous years, Japanese tennis came into being in the latter half of the last century in 70s. In recent years, it has entered the mature stage. The tennis population has exceeded 5 million people, the civilian The Racquet Club Hotel has more than 1000, and the tennis industry has also developed vigorously.

The tennis market in Japan is similar to that in developed Europe and America.

By the end of 1980, Nike's sales of tennis shoes accounted for 18% of the total sales.

Tennis is a sports market with a bright future and enough market demand.

Compared with the international sports brands that have been developing for many years, as the latecomers of the industry, if they want to catch up with them and have their own sky in the market, the unique and differentiated strategy is essential.

Following them, imitating and learning constantly, the day ahead is far from being expected.

"The world's leading professional sports brand" is Hongxing Erke's dream in the long run.

Therefore, Hongxing Erke must take a unique and differentiated way, and must have its own strategy -- return and focus on tennis.

"The first brand of Chinese tennis" is the brand positioning that Hongxing Erke must adhere to. With the development and growth of enterprises, it can be adjusted to "the first brand of Asia Pacific tennis" and "the first brand of global tennis" is its vision of enterprise and brand.

In fact, when Hongxing Erke became the first in the Asia Pacific region or in the world, it naturally achieved the cherished wish of "the world's leading professional sports brand".

As far as Hongxing Erke has become the global influential tennis professional sport brand, then it will be considered to enter the comprehensive sports and strive for "the world's leading professional sports brand". That is the later story. At that time, it already had the capital and strength to compete with the international brand.

If "grass roots" is Anta's brand DNA, then tennis is Hongxing Erke's DNA.

In addition, Hongxing Erke can also consider tennis equipment (shoes and clothing), tennis, racket, tennis net, accessories and other tennis industry to extend to create a professional and comprehensive tennis brand.

Tennis industry beyond tennis equipment is a strange field in Hongxing Erke. It should consider cooperation or OEM (ODM) intervention.

Clear strategy and brand positioning, "TOBENO.1" will not be empty talk.