Build China'S Leading Tennis Marketing Brand Hongxing Erke

In the minds of most people, the brand of Hongxing Erke has always been closely related to tennis. Because of its smaller audience, its attention in the country has not been as good as that of Anta and Lining, which are linked to basketball football brand.

However, with the rising living standards, tennis is becoming more and more popular.

Chinese consumers have already recognized the combination of tennis and Hongxing Erke. According to statistics, Hongxing Erke's tennis shoes have accounted for 15 to 20% of the whole footwear.

"This proportion is quite high, usually in other brands of tennis shoes will only account for less than 5% of all footwear.

This shows that users have approved the strategy and positioning of Hongxing Erke's tennis promotion.

Wu Rongzhao, vice president of Hongxing Erke, said.

"Compared to the mainstream sports such as football basketball, the attention degree of tennis in China is far from enough, and it belongs to the movement of minority groups.

But precisely because of this, the current development speed of tennis in China is unmatched by other sports, and it is a rapid growth.

"Hongxing Erke's promotion concept is" youth, fashion, sunshine ". These three points have been fully reflected in tennis.

So our tennis strategy will not change.

At the beginning of 2009, Hongxing Erke signed 5 years with the Shanghai masters competition. As the highest tennis tournament in China and even in Asia last year, after the permanent settlement in Shanghai last year, it once attracted the enthusiasm of domestic fans, and the first collision between Hongxing Erke and the Organizing Committee of the competition was impressive.

During the tournament, the series of official products of Hongxing ERK masters has won the high attention of fans and consumers. The performance of the selected caddies in the National Stadium is also commendable, and has been widely recognized by the Organizing Committee and participating players.

According to Mr. Wu Rongzhao, after last year's formal sponsorship of the Masters Cup, Hongxing Erke enjoys the rights of product design and production, which greatly enriched the development of its offline products. Compared with last year, Hongxing Erke has brought many highlights to this year's special ATP clothing.

First of all, the ball boy clothing has not only joined the scientific and technological content such as sweat, quick drying and so on, but the new design style will be more comfortable and comfortable. In addition, the fashion elements of the volunteers and etiquette ladies clothing are also greatly increased. The volunteers' costume will subvert the traditional combination of the T-shirt and the big LOGO, inject more tidal culture, while the master's costume design is ingeniously integrated into the pattern of Magnolia in Shanghai, and deduces the virtuous, sensible and dignified Oriental women.

At the same time, in order to let more consumers know about Shanghai masters, Hongxing Erke will continue last year's style and start regular online and offline promotion activities.

Taking into account the ATP Masters Tournament specifications and tournament requirements, Hongxing Erke this year, the professional assessment of caddie will be more stringent.

Therefore, unlike last year's cross regional caddie selection, Hongxing Erke will focus on the caddie training camp in Shanghai this year. Professional training and selection for experienced caddies will be carried out in the light of the actual situation of the masters, which will ensure maximum match level.

In recent years, Hongxing Erke has gained a lot in the international front. As China's first tennis brand, it has been exploring how to use tennis to enrich its own international brand positioning.

Since joining the Guangzhou women's tennis open in 2005, Hongxing Erke began to sponsor a large number of tennis tournaments.

In just 2009 and 2010 years, Hongxing Erke's action in tennis is far from winning: the exclusive title of ITF XiaMen Railway Station title; the heart of the Shanghai ATP1000 masters competition; the help of WTA's future star Vic Meyer to enter the four nets of the US; the marriage of Abu Dhabi Tennis Championships; the signing of the Madrid Open tennis tournament.

It can be said that Hongxing Erke's understanding and understanding of international tennis is getting more and more thorough, and the requirement of sponsorship is not just staying at the brand exposure level.

In the past Wimbledon doubles final, Hongxing Erke signed the German Philip Putz Snell and Maer partner's combination of high technology, has been controlling the initiative of the game, with 6-1/7-5/7-5 winning streak in the three set, the total score of 3-0 swept through the Stowe / special test, won the men's doubles champion.

This is also the first time China's local sports brand has appeared in the men's Grand Slam final. It is also the first time since 1938 that German players have entered the finals of the doubles match in Wimbledon, breaking the silence of the German tennis world for 72 years.