"Hongxingerke Answers The Question Of Fraudulent Donation! How To Break The Circle Of Domestic Sports Brands?

Some time ago, hongxingerke, which is out of the circle due to wild consumption, has aroused heated discussion on the Internet. Many professionals have also left the scene to analyze and elaborate their opinions on hongxingerke event from different angles. Among them, CCTV finance and economics released the title "hongxingerke responds to the question of fraudulent donation! How can domestic sports brands break the circle The video mentions other "Jinjiang Sports Brands" with "Ke" as hongxingerke. Why do so many "Ke" brands almost disappear?

"Nike apprentices" in Jinjiang

CCTV finance and economics mentioned that in the 1980s, these "Ke" domestic brands were OEM for Nike, Adidas and other foreign brands. Until the outbreak of the financial crisis in 1997, the OEM factories, unwilling to sit on the cold benches of "Nike apprenticeship", created a number of independent brands with "Ke". Even the brand name of 361 ° was also named Buick at the beginning, There are pick, fly, wink, kinlake and so on. Hongxingerke, including hongxingerke, might still be unknown if it was not for the donation, struggling on the long road of transformation.

These domestic independent sports brands invited the most popular stars in various fields at that time to speak for themselves and bought advertisements for a quarter of the time of the world cup. Until the 2008 Beijing Olympic Games period, the major brands with sufficient inventory met the outbreak of the global financial crisis. A large number of overstocked inventory caused a serious blow to brands, and many domestic brands gradually disappeared in the public view.

The development status of the four "grams"

The two brands, Feike and wink, have been unable to search for the latest news related to them. The only information that can be found at present is the brand profile and some basic information. In addition to the information on the Internet, the shop named "Jinjiang Feike shoes industry" that can be found on Taobao is not really Feike. After all, even the logo of the brand is not the same.

Feike sports brand logo

Logo on Taobao

In the brand profile page of Jinlaike's official website, the introduction of brand development stage also stopped in 2013. It is worth noting that in addition to Jinlaike, Jinlaike (China) Sporting Goods Co., Ltd. has also established another brand imsupreme. Although the story of the brand is still being sorted out, is the name of this brand really not a foreign fashion brand of "touching porcelain"?

Peak is undoubtedly the best among the four. Two months ago, it once again joined hands with the Chinese volleyball Super League and became the exclusive equipment partner of the new season. Recently, it was "accidentally" on a hot search with actor Wu Lei. However, peak, which is devoted to the sports industry, still has a long way to go before it can become a national brand.

Dilemma of domestic sports brands

As the OEM factory of Nike, Adidas and other foreign brands, although the product quality is the same, the gap between product appearance design and brand historical value has become an insurmountable gap between domestic independent brands and foreign sports brands. At a time when domestic brands have not recovered from the financial crisis, foreign brands are busy launching new models, engaging in cross-border co branding with various celebrities and brands, plus red belt goods on star.com, which has gradually become the focus of attention of domestic consumers and the fashion trend pursued by young people in Z era, occupying more than half of the domestic market.

Young people who like daily life and high cost performance gradually fall in love with fast fashion brands. Even though the product quality of these fast fashion brands is not so good, they are cheap and updated quickly, which not only meets the consumers' psychological presupposition, but also satisfies their desire to taste new products. In this way, while these foreign clothing brands are becoming more and more popular, the sense of existence of domestic independent brands is gradually weakening.

Although domestic sports brands have attracted a new turning point, the appearance design of products is still a mountain in front of the brand. With the development of the times, today's consumers are more pursuit of personality and fashion, especially from the way they dress. For example, Li Ning of China, which takes the trend line under Li Ning's banner, has won the favor of many young people. Therefore, breaking the inherent thinking mode of the brand, designing and creating new trends of domestic products is an important step in the transformation of domestic brands.