Analysis Of Hongxing Erke'S Strategy And Brand Positioning (1)

Half a month ago, I saw the report of the advertisement lifting weight concept Anta grabbing the "first gold" fruit, and I wanted to write something about Hongxing Erke.

As the "China's first foreign listed sports brand" Hongxing Erke, the rapid rise in recent years has aroused my interest.

In 2006, Hongxing Erke's sales revenue exceeded 1 billion 400 million, and 2007 reached 2 billion.

From 1999 to 2003 in Quanzhou

In November 2005, Hongxing Erke changed its name.

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.