A New Era Of Cushioning! National Sports Brand Hongxingerke'S First Park Running Shoes

The year 2024 is more than half the year. When the atmosphere of sports events continues to spread, the national sports enthusiasm continues to rise. According to the iResearch consulting report, the number of core runners and mass runners in China is 100 million and 300 million respectively. China has become the second largest running market in the world, which is behind the sports demands of millions of Chinese people for daily life.

　 "Born for the National Movement", what will the national sports brand Hongxingerke do?

National sports brand Hongxingerke is welcoming a new round of market attention.

In this year's "303 Sports Science and Technology Day" of Hon Sing Erke, Hon Sing Erke released a new brand strategy "Born for the National Movement". "This is not only our new strategy, but also the starting point and foothold of our products and services." Wu Rongzhao, chairman of Hongxingerke, said, "The 'National Sports Brand' is not only a heavy responsibility, but also a driving force for the brand to continue to move forward! I hope that Hongxingerke's products are not only a pair of shoes and a piece of clothing, but also represent Hongxingerke's attitude and original intention to serve the national movement. "

Behind the upgrading of brand strategy is a deeper shaping of the relationship between the brand and consumers, as well as a further interpretation of Hongxing Erke's brand concept.

Since its establishment 24 years ago, Hon Sing Erke has always focused on meeting the needs of the people, whether it is the national justice shown in front of the public welfare or the creation of a running shoe matrix through scientific and technological innovation, so that runners at all levels can find their own sports equipment, showing the brand spirit of "from the people to the people".

One Sports brand Its core strategy is not only the research and development of products and technologies, but also shows the mission and development direction of a company. Especially in the current DTC era, the communication between brands and consumers is more direct. In the past few years, Hon Sing Erke has achieved a full line of product upgrading and market recognition in the process of co creation with the people.

In the high-profile Xiamen Marathon in 2023, 26.2% of the runners among the top three runners chose Hongxing Erke's "Zhijing 1" - "Zhijing 1" created by Li Zhixuan, "the first sister of Guoma", and hundreds of elite athletes through practical feedback. It helped Chinese runners to reach the podium 65 times and the top 32 times in the eight months after its listing, and broke the competition record many times. Among Xiamen and Malaysia in January this year, "Zhijing 2" took the second place in the broken third running shoe ranking with a proportion of 19.1%.

The achievements at the competitive level are undoubtedly Erke Proof of years of technology accumulation. It is reported that Hongxing Erke has successfully created three unique technology platforms, namely, Qidan, Qidan and Qiong. It uses new technology, new materials and new processes to create product force, and has successively launched Qidan, Juechen, Zhijing and other products suitable for all levels and running scenes.

In addition to product research and development, Hung Sing Erke also focuses on runner services, telling the long-term narrative of "citizens participating in sports".

At the beginning of the new strategy, Hon Sing Erke also launched the "National Sports Assistance Plan". Relying on provincial and municipal road running associations, it will soon launch "National Sports Classrooms" in more than 50 cities across the country, and set up a national sports coach team to provide runners with personalized and scientific sports training programs through professional skills and training guidance, Bring sports to more people's lives.

At the same time, Hongxingerke has also opened up a basketball position such as "Hongxingerke Bureau" in the basketball field. Starting from the gathering of basketball talents, taking stores and courts as the stage, and making friends with the ball, Hongxingerke has integrated in-depth experience such as field practice, store exploration and communication, and content co creation, and carried more young people's basketball enthusiasm.

Behind this series of measures, Hongxingerke's construction in the national movement service system is reflected. Based on this, Hongxingerke has further increased its sponsorship and support for the event nationwide, continued to conduct runner training camps, launched the China Running League, built a running atmosphere star creation store, etc., focused on runners to do services, gathered national consumers in a larger range, and became a co creator and communicator of the brand.

From the perspective of the development of sports national brand, the quality of products determines the reputation of consumers, which is the standard of national simplicity. However, in the current era, it is far from enough to just do a good job of products. The brand service, as well as the emotional and spiritual power it conveys, determine the brand image in the minds of consumers.

In the process of brand building, Hongxingerke pioneered the "Park Running Shoes" through insight into consumer trends and the development context of national sports, which is undoubtedly a good example of "born for national sports".

To meet the needs of the people, the park running shoes have been upgraded!

On July 13, Hong Xingerke, the founder of "Park Running Shoes", launched a new round of upgrading at the "Sports Landmark" City Sports Park in Xi'an.

At the press conference, the national sports brand Hongxingerke released the newly upgraded Park Running Shoes 2 and Park Running Shoes 2 PRO and Wanda also announced the "Cushioning Shoe Matrix", which opened a new era of cushioning for national running with more refined product support.

"New Park Running Shoes 2, and more professional Park Running Shoes 2 The pricing of PRO is the same. "At the press conference, Jiang Zhilong, the chief innovator of Hongxingerke, caused a lot of repercussions on the spot after he announced the pricing. He said frankly," You may be surprised, but what we want to convey is that the value of a pair of running shoes does not depend on the amount of materials, but whether it is more in line with the real needs of the people. "

Different products, but with the same pricing, not only dispel consumers' concerns in choosing, but also win the recognition of on-site runners. It is an intuitive expression of brand spirit, and can also establish a stronger national brand identity for Hongxingerke.

In the past few years, along with the popularity of running, national brands have devoted themselves to running strategies. All kinds of running shoes are equipped with a series of proper nouns and rare characters. However, compared with the recognition that Chinese characters are added to national products, the functionality of the products is undoubtedly valued by the public.

The listing of "Park Running Shoes" reflects Hongxingerke's insight into the national sports demand.

In fact, running in the park is a sports choice that has not been paid attention to. The park is not only an indispensable sports scene in the daily "life circle", carrying all kinds of activities of residents, but also safer than the parks with lower risk of people and vehicles in roads and communities, with a better sports atmosphere, and can also meet more flexible running options such as speed, long mileage, etc.

But it is not easy to do a good job of running in the park. Hong Xingerke found that the running road conditions in the park are far more complicated than imagined. They often have to face not only plastic runways, but also wet or cement roads, as well as various types of roads such as bicycle lanes, footpaths, stone brick roads, gravel roads, and even potholes and undulating roads.

At the same time, besides running, running shoes also carry diversified sports needs such as light fitness, aerobics, square dance, rope skipping, fast walking, etc. This is why people always ask on the social platform: "What shoes are suitable for running 3-5 kilometers in the park near home?"

Running in the park and all kinds of sports have much higher requirements for running shoes than expected.

In the face of more market demands, Hongxingerke upgraded the all terrain running shoes in the park with the support of the odd elastic technology midsole. The forefoot was thickened by 36.1%, and the rebound was strengthened without increasing the weight, providing excellent cushioning and comfort experience for runners. The back palm is widened for stable running, and the caterpillar outsole is strengthened, making the road conditions in the park easy to handle; The weight of rubber is reduced by 33.3%, and the thickness is thickened by 1mm, which is more portable and wear-resistant.

In addition, the built-in arch is designed with a torsion resistant plate to provide necessary support and stability while reducing the risk of injury. The high tenacity jacquard upper material is light, flexible and not easy to deform. It is more comfortable to wrap with a special shoelace design. It has achieved the effect of "solving the pain points of running in the park in one pair" and coped with various situations of sports type conversion.

Indeed, the park at the gate of the home is the primary scene for many ordinary people's sports and leisure. The launch of "Park Running Shoes" is to customize running equipment for "the playground at home", solve the problems of difficult shoe selection, high efficiency, comfort and safety, and also benefit a wider range of sports people with the technical strength of domestic products.

At the same time, as the "20 minute effect of the park" is passed on among young people, outdoor scenes like the park are being regarded as "a gathering place for a better life", and can also bring more relaxed and joyful emotional values to the people. In this process, Hongxing Erke completed the strong connection between its flagship products and a better life, and changed the national brand awareness and reputation, which is a very valuable brand wisdom at present.

Behind the listing of "Park Running Shoes", what highlights is not only Hongxingerke's insight and enthusiasm for market changes, but also Hongxingerke's concept and pursuit of a new brand strategy of "born for national sports". The industry is also looking forward to whether the innovation of "Park Running Shoes" can bring greater leadership.

Will the park running shoes be the epoch-making product of the national sports?

Throughout the development history of global sports brands, they will experience the stage of "product with brand" in the core sports field. At the same time, with the help of the competitive product line, they will give the brand a more distinctive label, drive the brand's user perception, and create a more three-dimensional brand image in the hearts of consumers.

It can be said that "park running shoes" are an important weight for Hongxingerke to promote the mental landing of "national brand". In this process, Hongxing Erke is expected to become the choice of China's running times as the pioneer.

You should know that for any city, the quantity and quality of sports venues are directly related to the breadth and depth of national sports activities, and also an important yardstick to measure people's health level and national life happiness index. In the process of building a sports power, the value of running for national life has been continuously improved, and the sports functions carried by urban parks have also been increasingly valued.

When the park became a national sports scene with life breath and easy access, Hongxingerke accurately targeted this market vacancy and established a more affinity brand image. On the express train of "Park Sports Trend", Hongxingerke stood at the forefront.

What's interesting is that the national consumption demand and brand innovation, in fact, also go together and complement each other. Hongxingerke has also improved people's understanding of running specialty through park running shoes, passed on the concept of scientific sports, and made sports life accepted by more people.

As time goes by, the people's long cherished wish of pursuing sports life will also be transferred to the brand.

Looking back, " Park running shoes "It is not a simple category innovation, but an innovation in the way sports brands play. For sports brands, strategic upgrading needs to find stories that are truly remembered by the public, give brands more recognizable labels and styles, and spread products, services and brand stories to a broader audience through category focus.

How to become the choice of consumers, in essence, is to grasp the hearts of people. Therefore, after years of hard work in the road running industry, Hongxingerke has found a "fulcrum" such as "park running shoes", rooted the life scene and sports of the park in the brand gene, promoted consumers to enter the park scene to associate with Hongxingerke, and completed consumption transformation in a broader sports space.

At the same time, under the competition pattern of sports brands, Hon Sing Erke, adhering to the "national strategy", has opened up more sports scenes, and through establishing equal and close relationships with consumers, tells the daily sports stories of ordinary people, accumulates the reputation of core audiences, and gives the brand unlimited potential for growth.

In the park sports, National sports brand Hongxing Erke has perfectly practiced "TO BE" No. 1 "brand spirit. From innovative products to brand upgrading, Hung Sing Erke, "born for the national movement", adheres to the development path close to the real needs of consumers, and assumes the social responsibility of domestic brands.

It is reported that this power of sports will also be more released and passed on in the "Thanksgiving Growth Day" of Hongxingerke in July. We also look forward to the hand in hand of the national brand and the people, bringing more passion and vitality to the people's sports pursuit and a better life, so that the trend of the national sports will continue to produce more fruits.