Hongxing Erke Wu Rongguang: The Way To Launch An International Brand

The beginning of entrepreneurship

Master your destiny and become your own brand.

Counting fingers, Wu Rongguang, more than 30, has been working with sports shoes for more than 10 years.

Wu Rongguang, who specializes in sports shoes design at school, went to his shoes factory after graduation to help manage his family business and become his father's right-hand man.

At first, Wu made a sample of all kinds of sports shoes for some brand enterprises. Sometimes, too many orders could not be made.

Wu Rongguang said that at that time, he was responsible for negotiating with clients, talking about prices, talking about quality, and then making orders.

Later, he found that because the company did not have its own sales channels, business has been very passive.

"We can't go on like this anymore," Wu Rongguang finally realized.

At that time, Wu Jia's shoe factory already had four hundred or five hundred workers. The factory was neither lack of production technology nor lack of R & D power. Why should we be controlled by others and let others grasp their fate?

In 2000, he completely reversed his father's family business and registered the new Hongxing Erke company. The big side launched its own "Erke" brand sports shoes and other sports apparel products, so as to expand its sales channels.

In order to rapidly expand the popularity of the company's products, Wu Rongguang spent a lot of money to hire Hongkong star Jordan Chan and Korean pop star Jang Na Ra to do "Erke".

And advertising in CCTV, in a very short period of time, let 1 billion 300 million people's market know the "Erke" brand.

Wu Rongguang said: "we have more than 10 years of experience in sports shoes industry, and have R & D, design and production capabilities. We not only have confidence in our products, but also are familiar with the market dynamics in this industry, but consumers do not understand us.

Therefore, we believe that investment in this area will get twice the result with half the effort. "

The company's efforts in this regard are not in vain.

In 2003, "Er Ke" brand sneakers were awarded the "national inspection free product" certificate issued by the State Technical Supervision Bureau. Later, they were awarded the title of "China's 500 most valuable brands" and "national famous brand products" issued by the world brand laboratory.

Broken weapon

As we all know, with the help of the "star endorsement + CCTV advertising" mode, it is a common mode of successful sports brands in Jinjiang. However, Wu Rongguang clearly realizes that although Jinjiang has many brands of shoes, its products are homogenized. The 5 sets of CCTV and the celebrity endorsement, known as the "Jinjiang channel", can not stand out from the huge number of "Quanzhou legions".

So he decided to turn the new perspective to product quality and technological innovation from the beginning.

"Technology leader" has become the winning secret device of "Hongxing Erke group" after "celebrity endorsement era".

In 2004, Hongxing Erke successfully developed the "four major functional systems", namely, high density and wear-resistant independent land grabbing system, super strong shockproof system, clad stabilization technology and internal air circulation system.

In 2005 and 2006, the ground shock absorption system (GDS shock absorption system) and its upgraded version GDS+ full palm ground damping system were successively developed.

This series of research results has aroused widespread praise from the same industry and the media and consumers.

In October 2005, Hongxing Erke technology material flew with Shenzhou six and became the carrier of Shenzhou spacecraft.

In June 2006, hongshenerke technology products "Shenzhou" limited series basketball shoes were collected by the China Aerospace Museum, and became the only brand of sporting goods brand that had gained national level museum collections.

Wu Rongguang said that Hongxing Erke has completed several domestic or industrial innovations in technological innovation. "The first perfect product R & D and technology research center in China has been established. It has joined hands with the famous sports research institute in Belgium. It has set up a leading biomechanical laboratory in China, and has developed a number of sports technology such as GDS ground damping system, which is in the leading position in the domestic industry."

Wu Rongguang told reporters: "the position of" technology leader "has brought us steady development. Hongxing Erke's sales in 2010 are nearly 4 billion yuan. In addition to the contribution of traditional channels, technological innovation and product research and development are indispensable.

Marketing breakthrough

Deep tillage

It is hard to let the Hongxing Erke group take off. Wu Rongguang said that seeking technology and quality is already a strategy emphasized by every sports brand. It is difficult to get out of the "homogenization" circle and must take differentiated marketing.

Wu Rongguang thought about it, and finally found a breakthrough - special marketing, this is tennis equipment.

"We chose to enter the field of professional tennis shoes in 2004 very timely. This year, Sun Tiantian and Li Ting won the gold medal in the Olympic Games in Athens. Later, Chinese tennis has made a historic breakthrough. Zheng Jie has entered the Grand Slam 16. Li Na has become the first person in the WTA singles champion. This sport has attracted more and more attention from the Chinese people. Tennis has been developing rapidly in China, but there are few specialized equipment suppliers in the domestic market. The international brand is not concerned about this market segment, it is just a breakthrough."

Wu Rongguang said.

Rather than "big and full", "Hongxing Erke group" has since then "bite the tennis not relax", launched a series of tennis related marketing communication:

In March 2005, in a most popular tennis shoes rating, Hongxing Erke ranked first in the third place with Nike and Adidas. In September of the same year, Hongxing Erke officially sponsored the Guangzhou International Women's tennis open.

In March 2006, Hongxing Erke successfully joined the international Internet association to invest in the "2006 Hongxing ERK International Women Tennis Series" with the dual identities of event investors and event naming merchants. This is the highest and largest series in China.

Later, Hongxing Erke and the Australian Open tennis tournament, one of the world's four major Slam events, reached a cooperation agreement and became a partner of China Australia regional franchise products. The cooperation time is 3 years.

"Our goal is to have the name and LOGO of Hongxing Erke wherever there is tennis."

Wu Rongguang said that Hongxing Erke now has many blooms in the tennis field. In addition to signing many new stars and potential stars, it also cooperates with major tennis tournaments around the world.

"In 2011, when the men's doubles champion Lopez Siki Neil of the US Open Tennis Championships won the championship, the audience watching the world's television saw a" ERKE 'LOGO. "