TO BE NO.1, Hongxing Erke, Shoulder To Shoulder Anta, Lining, 7000 Stores, Now Nobody Cares.

Speaking of the leading players in the domestic sports brand, you will surely think of Anta, Lining and Hongxing Erke. These brands are accompanied by the journey of post-90s growth, and are very popular among young people.

With the passage of time, the development of Anta and Lining is getting better and better, but Hongxing Erke has begun to fade out of people's sight.

Hongxing Erke, founded in June 2000, is headquartered in Xiamen. It has more than 7000 stores in the world, and its products are exported to Europe, Southeast Asia, Africa and other countries and regions. The brand value has broken through 20 billion, and has won the "China 500 most valuable brand" and "Asian brand 500 strong" and so on.

I believe you are most familiar with the phrase "TO BE NO.1", and the era of almost double hand has long passed. What is the reason behind this deep thinking?

Hongxing Erke was founded in 2000 and has developed from prosperity to decline.

Since its listing in Singapore in 2005, it has developed rapidly and has opened up a unique marketing tool.

He supported the North Korean Olympic delegation at the 2008 Beijing Olympic Games, and then funded the Chinese women's weightlifting team and won the first gold medal of the Beijing Olympic Games.

These funds made Hongxing Erke fame and began to enter the overseas market.

Looking back at the same period, Anta is still trying to find a new way out, and Lining has just begun to get on the right track.

Hongxing Erke, however, can not help but wonder at this good hand.

Imitation and copycat are the main culprits.

Similarly, why is Nike developing so well?

When you open the official website of Hongxing Erke, you will find that you are walking into a large cottage scene. At first glance, almost all of the major brands are exploded.

In particular, the sneakers are almost the same as AJ. The only difference between them is LOGO, and the green tail shoes that have been introduced before. There is no difference between the shape and the small green tail of ADI, which can be said to be a perfect copy.

In this era of individuality, there is no good way to plagiarize blindly.

As we all know, in any industry, innovation is the unremitting motive force for development.

If a brand is not innovative and unable to inject new vitality, it is doomed to fail.

With domestic brands, Anta is now better than Hongxing Erke.

But in fact, at first, Anta was also a member of Nike ADI, but the difference was that Anta went from imitation to pcendence.

Take Anta's Anta core mitigation technology, though not as good as Nike ADI's first-line brand, but also can be compared with Li Ningyun, PEAK's three level slow earthquake.

From this perspective, we can see how important it is to innovate and possess our core technology.

In addition to imitation, Hongxing Erke's main battlefield has changed, most of the stores are almost overseas, but rare in China.

It seems to have foreseen the saturation of the domestic market. Hongxing Erke began to set its sights on overseas markets. Since the first franchised store was opened in Lebanon in 2008, the number of stores in overseas markets has increased year by year.

But on the other hand, other domestic brands are everywhere in the country, which left a good impression in the public's mind, and natural sales will increase.

And Hongxing Erke, who has fought overseas, has no way to base itself in China. It can be said that there is no core competitiveness, and the public will not choose it.

The last is the growth of sports brand and the saturation of domestic market.

Nike, ADI, Anta, Lining and other brands can be seen everywhere, each brand has its own core competitiveness, which makes some small brands have no way to enter.

There is also the improvement of the quality of life of the masses. The pursuit of shoes not only stays on the sports brand, but also has many casual shoes, board shoes, canvas shoes, such as CONVERSE, Huili, Fan Si, people and so on.

The choice of the public is more and more, so the pressure of the competition in the shoe market is still great, and the decline of hongkerk seems to be inevitable.

But as a former sports tycoon, Hongxing Erke still has certain advantages in its resurgence.

First of all, the most important thing is to get rid of the imitation and the name of Shanzhai. Hongxing Erke must have its own innovation so as to maintain the competitiveness of the brand.

The second is to constantly develop new fields. For Lining, he now owns not only shoes, but also a series of clothes, decorations and even fashion week.

Lining is now the first choice for young people.

The significance of brand is to bring new enjoyment to the public, but also to bring new experience to the public instead of blindly copying copycat.

In this era of rapid economic development, if there is no field that we are good at, or the support of real technology, it is bound to not go far, nor will it go to the international arena.

As one of the most popular Chinese sports brands, we hope that the future development will be better and we hope to see our sports brand on the international stage.

"TO BE NO.1" is the representative of Hongxing Erke. I hope Hongxing Erke can be herself and achieve the first place.