Hongxing Erke Wu Rongzhao: A Butterfly Effect Caused By Life Movement

Recently, according to the main domestic Shoes and clothing brand 2014 annual report shows that with the gradual easing of inventory pressure and profit increase, the industry presents a trend of overall warming. Famous brand Hongxing Erke divided the market through the layout and innovated and extended the product with the core concept of "micro innovation". After the launch of the 2015 micro runners, they were loved by the 80 and post-90s young groups. The upsurge of a "Life Movement" is triggering a new round of "Butterfly Effect".

"80, after 90 young people are becoming the main force of consumption, especially our products. Star category We must focus on the consumer's demand for "dress" and "dress", and at the same time get their approval on emotional value. Hongxing Erke President Wu Rongzhao said.

Under the leadership of Wu Rongzhao, Hongxing Erke upgraded its brand strategy and spanformed it from "professional sports" to "Life Movement". Following the launch of the "Hello, sunshine!" brand new proposition, 2015 new micro running shoes, with the theme of "running shoes, running away from fun," encourage young people to go out, move up and run out of fun, and embrace sunshine more often to feel the beauty and joy of life.

Under the core idea of President Wu Rongzhao's "micro innovation", based on "young people like personalized, multi scene collocation and colorful interest dressing, often in the workplace, leisure places and outdoor sports between" willful "switch consumer insight, 2015 micro running shoes in the design also carried out the corresponding" micro change ". The classic Agam toe cap, sandwich mesh fabric, sport high wear resistant MD shoe sole, 3M reflective silver material, and exclusive weaving Mark design are all upgraded. Sneakers It has become a comfortable running shoes for consumers to enjoy in life and sports. A 90 year old consumer said: "a pair of shoes can easily handle the situation that I may have every day. It's really too sweet. It's very comfortable and very light and breathable. I wear it almost every day."

In addition to the brand and product innovation, Hongxing Erke has also done a lot of work in marketing and channels. In order to better convey the concept of life movement, Hongxing Erke advertising in the mainstream media in the mainland, force new media social marketing, while playing the Jingdong, Tmall and other online e-commerce channel and offline store linkage effect. It is reported that "strengthening the brand image of" Hello, sunshine "and enhancing the brand experience of consumers are exactly the strategic requirements put forward by President Wu Rongzhao in 2015.

After a long round of adjustment in the shoe and clothing industry, subdivision of the market will be the next battleground. Hongxing Erke has made a comprehensive and minimally invasive new and differentiated brand, product and marketing, so that the industry will follow suit in the new round of recovery growth. The butterfly effect triggered by the life movement is spreading throughout the industry.