Hongxing Erke Differentiated Marketing Strategy
After the failure to enter the world cup, can hongerke still remember the heroic words of "To be China Tennis No.1"?
World Cup
War!
2010 World Cup Johannesburg, South Africa, Ellis Park Stadium, in full
world
With fans watching, Brazil and North Korea join hands in the green field.
This is
Take the crown
Brazil, the world's biggest fan with hundreds of millions of fans, is also making its first appearance, and the North Korean team has also attracted the attention of its competitors.
On TV, the North Korean team's logo is marked with the brand Legea of Italy.
Hongxing Erke
Vice President Wu Rongzhao's heart is still somewhat lost.
The world cup eyeball economy big cake, nobody in the world does not want to grab and eat.
If we compare Hongxing Ke to the world cup in football match, it should be such a statement: Hongxing Erke organized the attack in the backcourt, the midfielder was well coordinated, the striker swiftly passed the defense and shot, but unfortunately the ball flew to the stands.
Erke
The cooperation with the Korean team dates back to 2006.
At that time, the major sports brands were actively preparing for the 2008 Beijing Olympic Games, including high-quality sponsors of China's various national teams, all of which were carved up by Lining, Nike and Adidas.
Hongxing Erke, who is relatively weak, had to avoid his edge and finally signed a cooperation agreement with the North Korean Olympic Committee.
There is an important reason behind this: the cost of sponsoring the North Korean team is relatively low.
mysterious
A sudden appearance in the contest is bound to cause a lot of concern.
Afterwards,
Erke
The Korean team's sponsorship can be described as "small investment and big return".
At the Beijing Olympic Games in 2008, the DPRK delegation won 2 gold, 1 silver and 3 bronze medals.
Subsequently, the Korean women's football team won the Asian cup of women's football.
The international sports community is also concerned about the success of the Korean team.
In 2009, the Korean men's soccer team entered the World Cup finals with a black horse's gesture and a Jersey marked with Hongxing Erke.
For a while, "Hongxing Erke will make use of the DPRK team to become the first Chinese sports brand to enter the World Cup".
But in fact, after the Beijing Olympics, the contract between Hongxing ERK and the North Korean team expired in January 2009.
However, today's North Korean soccer team has climbed to the top to become a Phoenix, and the business value after the world cup has increased steeply.
Erke
It is expected that the North Korean team will be able to renew their frontiers with the cash plus physical method.
"
Korea
There are some different ways of doing things in the sports committee. Suddenly, I asked this to ask for that again.
There are great variables in black and white.
The spirit of contract is not so particular.
Wu Rongzhao described the huge obstacles encountered in the negotiations.
Three months before the start of the world cup, before the friendly match with Venezuela, the North Korean team said that the uniform was not ready, and it was necessary to wear a Jersey to the opponent.
In the friendly match with Mexico then, the North Korean team was dressed in
Mexico
Sports brand Pirma provides a red jersey.
Later, according to Pirma, "North Korea has repeatedly raised conditions, and we finally said we could not make a deal."
The Italy brand Legea, who ultimately sponsored the North Korean team, said the contract was signed in Pompeii, Italy, in early February 2010.
This time before the negotiations between Pirma and the DPRK team.
actually
Hongxing Erke
The failure to enter the world cup is due to its own strategic positioning rather than attribution to its sponsors and competitors.
Competition in the domestic sporting goods market is fierce.
In the fight against Nike, Lining, Adidas and other front-line brands, and Anta, PEAK and other Jinjiang Legion's fight, Hongxing Erke in 2004 established the main tennis differentiation breakthrough.
Hongxing Erke also sponsored the Shanghai Tennis Masters competition, trying to eliminate the gap between the two or three line brand and the tennis high-end sports, and shouted the "China's first tennis brand".
But so far, Hongxing Erke has not fulfilled his rhetoric.
The reason is simple, tennis.
brand
The core is the racket, while Hongxing Erke plays the role of dress, but has never made any achievements in tennis racket.
In the eyes of domestic tennis fans, the first brand should still come from foreign brands such as Yonex, Wilson and other main racket, supplemented by clothing.
Hongxing Erke, who has not yet succeeded in the strategic thread, was in the dark horse surprise of the North Korean team, and was tempted by the big cake of the world cup.
As everyone knows, this is not only inconsistent with their strategic positioning of tennis, but will leave a bad impression on the market.
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