Bet On Olympic Gold Medal Hongxing Erke Striving For Focus

Who will win the first gold medal of the Beijing Olympic Games for China?

This 2008's most suspense suspense will undoubtedly be the focus of global media attention.

And the high exposure rate also directly determines that the first gold medal of the Chinese team will contain rich commercial value.

"We hope to use this news point to increase our brand awareness.

You know, 1 billion 300 million Chinese are looking forward to this gold medal. "

Wu Rongzhao, vice president of Hongxing Erke group, decided not to miss this golden opportunity.

Hongxing Erke is a newly emerging sporting goods company in China. It went to Singapore in 2005 and shares with Lining, Anta, XTEP and other brands in the middle market of domestic sporting goods.

In order to compete for the first gold medal in China's Olympic Games, Hongxing Erke has laid down ambush.

In early 2007, Hongxing Erke signed the Chinese women's weightlifting team as its main sponsor.

After the opening of the Beijing Olympic Games, you will soon find that shooting and weightlifting are the two most promising gold medals of the Chinese team on the first day of the August 9th Olympic Games.

The shooting team has labeled Lining, and Hongxing Erke is betting on the Chinese women's weightlifting team.

It is understood that the Chinese women's weightlifting team, Yang Lian, Wang Mingjuan and many other players have the strength to win gold.

According to Wu Rongzhao, it is "double insurance or even three insurance".

The shooting competition will be held between 8:30 a.m. and 3:30 p.m., and weightlifting will start at 10 and end at 12 noon.

So Lining and Hongxing Erke compete for the first gold medal each half.

The strategy of Hongxing Erke to bet on the Olympic gold is very clear. "What we value is exposure."

Wu Rongzhao did not shy away from this.

The strategy of "changing the evil and returning to the right" is to catch up with the Olympic Games.

As early as November 2006, Hongxing Erke signed a cooperation agreement with the North Korean Olympic Committee and became its main sponsor.

From Hongxing Erke to the Korean Olympic delegation, we provide all kinds of professional sports equipment such as sports shoes, sportswear, protective clothing and so on.

On the Beijing Olympic Games, the DPRK delegation will also fight with the "Robe" of Hongxing Erke, which will enable Hongxing Erke's logo to successfully land at the Olympic Games.

The choice of sponsoring the North Korean Olympic Committee is the best choice for Hongxing Erke.

Wu Rongzhao said that the United States, Russia and China as the first tier of the Olympic camp, the marketing resources have been carved up by Nike, Adidas and other giants. Moreover, Hongxing Erke simply does not have the strength to challenge these giants.

Among the second tier teams, the sponsorship of the North Korean Olympic Committee has a relatively high cost performance.

"Let's not see that North Korea's economy is not good, but its competitive level is not low.

They have the strength to win medals in table tennis, judo, gymnastics, taekwondo and marathon.

In fact, what Wu Rongzhao most wanted to see was a Korean athlete dressed in Hongxing Erke, who could compete with Chinese players in table tennis and other events.

Because sponsoring the North Korean Olympic Committee is actually just a way for Hongxing Erke to let its logo enter the Olympic arena. Their real purpose is to increase the brand exposure in front of Chinese audiences.

Wu Rongzhao said frankly, "what we value is definitely the domestic market, and most North Koreans can't afford to buy our products."

Wu Rongzhao said that if the Chinese team really encountered the North Korean team, he could only watch the game with a contradictory mentality.

"Who doesn't want to win their own country?

But from a commercial standpoint, the North Korean team's victory may increase our brand exposure. "

Sponsoring the North Korean Olympic Committee is a smart choice, but if the side ball is played too far, it will also lead to "smart and smart".

In October 12, 2007, the Fuxin industrial and commercial bureau of Liaoning province reflected to the Beijing Olympic Organizing Committee that Hongxing Erke used five ring signs in its products and advertising.

Beijing Olympic Organizing Committee and International Olympic Committee officials confirm that this violates the territorial jurisdiction principle of the Olympic Charter.

(for details, see this newspaper!

Two enterprises violate the management principles of the Olympic area, "Wu Rongzhao acknowledges that such acts before Hongxing Erke constitute a violation.

But he put the responsibility on the head of the retailer. "At the level of the group, we have been operating according to the relevant regulations. This is only the behavior of individual retailers."

Wu Rongzhao said that after the group has issued a document, all dealers are required to standardize marketing activities.

"We will definitely not use the logo of the North Korean Olympic Committee in the future."

Although it began to enter the Beijing market in March 2007, Hongxing Erke has opened a flagship store near the Olympic Park.

Due to the Olympic venues, advertisements with brand logo are not allowed outside the store.

Wu Rongzhao said that this time they will act according to the rules of the Beijing Olympic Organizing Committee.

In June 2007, Hongxing Erke provided clothing sponsorship for the film "one man's Olympics".

In short, Hongxing Erke is still trying to make every effort to link its brand to the Olympic Games.

Hongxing Erke's sales volume was 1 billion 410 million yuan in 2006. Although no specific figures were released, Wu Rongzhao affirmed the industry average of over 32% growth in 2007.

He has also decided that the marketing cost of the Olympic year will account for 17% of annual sales.

In this way, the marketing cost of Hongxing Erke will exceed at least 300 million this year.

Wu Rongzhao is also confident about the effect of Olympic marketing. "The promotion of brand is not good enough to calculate, but in terms of sales promotion, there is no promotion of 40% to 50%, even if we fail."

Although the post Olympic era integration strategy invested heavily in Olympic marketing, Hongxing Erke attached more importance to the development prospect of China's sports market after the Olympic Games.

China's per capita GDP has changed from 1000 US dollars to 3000 US dollars and 5000 US dollars. According to the development experience of Western society, people's consumption ability has increased fastest in this period.

In Wu Rongzhao's view, the greatest value of the Beijing Olympic Games lies in its influence on people's health concept and lifestyle.

"Running shoes are our biggest selling products. Many consumers use a pair of running shoes to eat basketball football.

In foreign countries, people often have seven or eight pairs of sports shoes, each of which has different uses.

What he most wants to see is the demand for sports products stimulated by the Olympic Games.

Facing the Olympic sports market, Hongxing Erke has made preparations for speeding up expansion.

After the commissioning of Plant No. 3 in 2007, the annual production capacity of Hongxing Erke footwear has reached 17 million 860 thousand pairs, while the 4 plant, scheduled for commissioning in 2009, will increase the capacity of 6 million pairs a year.

At present, Hongxing Erke has more than 3200 retail outlets, but Wu Rongzhao thinks this is far from enough.

"In the next two or three years, we must have more than 6000 retail networks."

After the Olympic Games, Hongxing Erke will not deviate from the direction of sports marketing.

However, a realistic question lies in front of us, and how to find the ideal marketing resources.

Running, tennis and basketball are the three pillar products of Hongxing Erke shoes, but the domestic CBA League has signed a long-term cooperation agreement with Anta.

Wu Rongzhao believes that the marketing value of Chinese football is now seriously underestimated, "the Chinese football complex is very strong."

But for the current Super League, he did not dare to enter hastily.

Integrating international competition resources has become an inevitable choice.

Recently, in the NBA league match, the Logo of Hongxing Erke quietly appeared on the billboard near the stadium.

"This is not an accident. We will continue to advertise in NBA."

Obviously, Wu Rongzhao saw the influence of Yao Ming and Yi Jianlian in two teams on Chinese fans.

"The biggest criterion for us to choose marketing resources is to see that Chinese consumers are not very interested."

In addition, Hongxing Erke's tentacles extended to the green field of the Spanish League.

Wu Rongzhao revealed that Hongxing Erke has signed a sponsorship agreement with 9 Spanish giants, and their Logo is also on the way to La Liga.

"Next, we will consider helping some domestic players to come to La Liga."