Marketing Of Hongxing ERK Mini Running Shoes

When "Tai AI" and "three hundred and three days of lovelorn" sweep across foreign blockbusters, we should realize that the era of "attaching importance to the atmosphere" has arrived. Not all products are suitable for tall buildings. Good marketing can be very bad in the wrong place. It is very important to recognize your consumer group and find the MrRight marketing method that is suitable for you.

In the spring of 2014, Hongxing Erke launched a new product, micro running shoes, which triggered the attention of consumers and netizens through the marketing communication mode of grounding gas.

　　 Ground gas - attitude Be bold and not pretend.

In order to create momentum for the emergence of new micro runners, Hongxing Erke began to express his mind on the official micro scale: "you don't need professional running shoes". The humorous and self mocking copybook is accompanied by small and fresh comics, which is a professional sport shoe. Professional running shoes have always been the main product category of sports brand. Marketing warfare has never stopped in this category. Hongxing Erke once set a professional sports image in the minds of consumers, and has also launched professional running shoes. Now, in the field of leisure and fashion apparel, the direct transfer of spear head and the bombardment of professional running shoes are not necessarily daring.

　　 Hongxing ERK official website micro-blog cartoons

Not only that, Hongxing Erke refused to speak tall in this round of publicity, no celebrity endorsement, no creative self indulge, with clear selling points, using the language of "ground air" to communicate with small partners, the brand even darkled himself to ridicule, put down his posture, and frankly and interestingly expressed the audience's cognition and emotion.

　　 Grounding gas is the wisdom of differentiated marketing.

Grounding gas does not mean lowering posture to please all people, and seeking for perfection and equality will only make marketing and products fall into a conventional and featureless manner. How to make products not floating on the surface, but also deeply rooted in the hearts of the people, is testing the wisdom of brand in differentiated marketing.

　　 Hongxing ERK official website micro-blog cartoons

In the light of the spread of the mini running shoes, Hongxing Erke has opened up a new path, daring to put forward new categories and occupy a new market segment. It is clear that the main attacking group is the young people who advocate relaxed leisure life. They are less professional in sports, and are more likely to relax in sports and entertainment. They hope that a pair of shoes can meet a variety of collocation, apply different occasions, avoid cumbersome. After such a precise positioning, the sneakers of the sneakers come out, and through the advocacy of "you don't need professional running shoes" and "micro running shoes are not professional running shoes", skillfully convey the advantages of "micro running shoes" which are more fashionable, more casual and more wear occasions, and the product benefits point directly to the buying motives of the target group, thus successfully occupying the blank market between professional running shoes and casual shoes.

　　 Grounding gas only to solve the problem of consumers demand

I don't need professional running shoes? Do micro runners solve these practical needs?

When you go to work, you can take a bus, go for a walk, walk a dog, and go shopping at the weekend. This pair of shoes should not only be comfortable, suitable for daily running and jumping, but also need to match with casual clothes. Hongxing Erke, grasping the actual needs of consumers, develops three major functional points of microgravity, micro elasticity and micro arc on the basis of professional running shoes, and makes a big fuss about styles and colors. The fashionable appearance and bright color make the micro runners solve the actual needs of consumers. School playground, CBD, sidewalk, SHOPPING MALL, residential corridor...... Wherever you go, micro runners can make you easy to follow.

Needless to say, Hongxing Erke "micro running shoes" features well solved the actual needs of young people, and is well aware of the wisdom of "seeing the truth behind the eyes" while being well aware of the fact that marketing is the way to attract people's attention.

Hongxing Erke's propaganda attitude is sincere, the object is accurate, the product function is in place, and the marketing propaganda of "ground gas" is both a "gunpowder flavor" and a "human touch", which can be regarded as a successful marketing case. However, how can the domestic shoe and clothing brand win its fans and win recognition and occupy a place in the international market by virtue of its own characteristics and tension? This is still a problem we need to solve urgently. After all, catching eyeballs is easy, but not easy to win.