Produced by |Bullet Finance.
Author |Wanqing.
Edit |Lightning.
American Editor |Qianqian.
Audit |Ode.
Chinese sports brands are fighting the battle of "ascending".
According to data from Analysys Think Tank, a market research institution, by the end of 2022, the share of domestic sports brands in the Chinese market has reached 505%, surpassing international brands and becoming the dominant player in the market.
When the enthusiasm of the national sports is gradually rising, the new growth points of major sports brands are gradually becoming clear.
In this era of brand volume, volume technology, and volume marketing, the domestic brand Hongxing Erke has firmly chosen to stand with the people.
At the annual Hongxing Erke 303 Sports Science and Technology Day, Hongxing Erke released a new strategy of "born for the country" to comprehensively upgrade the brand, products and services.
A company's strategy is not only the pillar of the product, but also the confidence to support the brand's continuous outward exploration.
The national brand "Hongxing Erke, this time it is closer to the people of the country!"
The logic behind Hongxing Erke's "born for the country" strategy comes from a two-way rush.
According to the "2022 Sports Development of China's Young People" released by iResearch, the consumption of contemporary young people in sports has shown a steady growth trend, and the average annual consumption has reached 72376 yuan, of which 181% of people spend more than 10,000 yuan a year.
For the people, sports no longer only means physical fitness, but has been endowed with a variety of meanings: it is the social currency of young people, the spiritual relaxation of middle-aged people, and the decompression code of migrant workers.
With the concept of "sports power" and "national fitness" deeply rooted in the hearts of the people, the scale of China's sports industry is expected to exceed 5 trillion yuan by 2025, which is bound to bring about an increase in the demand for sports shoes and clothing.
At this 303 Sports Science and Technology Day, Wu Rongzhao, chairman of Hongxing Erke, was not in a hurry to release products, but talked about the enthusiasm of today's all-in-one from the perspective of the overall situation
The sports market of 5 trillion yuan of the industry goal, which strongly promotes the sports industry, including mass sports, competitive sports, and the vigorous development of youth sports, from a sports country to a sports power, is the new era of China's sports industry to give a new positioning, but also give the sports brand a new mission. ”
In fact, for 24 years, Hongxing Erke has said so and done so.
Hongxing Erke has always worked with the people to meet the needs of the people, developed products in the needs and insights of the people's daily sports, and officially upgraded the brand strategy of Hongxing Erke from "new domestic products of science and technology" to "born for the country".
In the past few years, Hongxing Erke has achieved a full-line upgrade of products under the national co-creation
For example, in the survey, Hongxing Erke found that as the basic running scene of most runners, the running road conditions in the park are more complicated. It is often necessary to face not only plastic runways, but also cement pavement, bicycle paths, trails, stone and brick roads, gravel roads and other types of pavement.
To this end, the newly launched park running shoes, aiming at the needs of many terrains and multiple sports switching in the park scene, directly point to the difficulty of consumers in choosing shoes, and have received countless praises.
In the field of clothing, Hongxing Erke Polar Cloud Ice Cotton won the world certification of the world-class authoritative certification WRCA, winning glory for Chinese brands.
It can be said that compared with other sports brands, Hongxing Erke has accumulated an advantage that is visible to the naked eye due to its advance arming.
Years in advance, years of research and development, perennial subtle influence, potential energy should not be underestimated. Even if you don't take into account factors such as R&D strength, time itself is already an insurmountable business barrier.
On the big stage of consumption, the people are always the protagonists.
A sports brand for the general public, only with the support of the people, the future prospects have the most basic guarantee.
The layout of Hongxing Erke has also stepped out of its own characteristic competitiveness.
Its route is: gnaw through the hard bones of science and technology, and break through with differentiation.
Over the years, Hongxing Erke has not been lost in the wild traffic for a while, no matter how many troughs and peaks have passed, its constant is always the support of product strength.
If you compare the list of running shoes of the 3 runners in 2023 with 2022, the wearing rate of almost all domestic brands is showing a trend, and Hongxing Erke is particularly obvious.
But if you want to talk about the hottest new racing running shoes in 2023, Hongxing Erke's Zhijing must be on the list.
In 2023, when the "first sister of the national horse" Li Zhixuan and the actual combat feedback of hundreds of elite athletes co-created the Hongxing Erke Zhijing 1 appeared on the Xiamen Horse Track, Zhijing 1 is undoubtedly the most surprising product. Among the broken three runners, there are 262% of runners chose Zhijing 1. In the eight months since its launch, Zhijing 1 has helped Chinese runners reach the podium 65 times, top the championship 32 times, and break the race record many times.
In the platinum building horse, Zhijing 2 is even more with 19The proportion of 1% occupies the second place in the list of broken three running shoes, and the limelight is not lost to the first generation, and it is sought after by young people.
Behind this is Hongxing Erke's focus on new quality productivity and deep product research and development; Focus on scientific and technological breakthroughs to create professional sports equipment comparable to international standards. This time, Wu Rongzhao also said at the press conference: "new quality productivity" is the new quality of productivity, for our sports industry, it is the productivity that plays a leading role in new materials, new technologies and new technologies.
This time, at the annual Hongxing Erke 303 Brand Day is approaching, just as Hongfan is looking forward to, Erke's first pair of "super cup flagship" - Zhijing Pro was officially released.
As the flagship racing shoes of Hongxing Erke, Zhijing PRO and Zhijing 2 professional racing running shoes, Jifeng 2 professional physical examination shoes, Hongyu retro running shoes and surprise attack 1 guard basketball shoes form a dragon fruit product matrix, which was also officially unveiled at the 303 press conference. The service group of matrix products covers all areas from the elite to the public to meet the needs of the national multi-level sports, which is behind the ability of Hongxing Erke to gnaw hard bones.
Zhijing 2 is positioned as a professional marathon race, focusing on low threshold and high performance, and is suitable for groups ranging from beginner runners to elite runners; The Zhijing Pro goal is directly pulled to the top flagship racing position, and this full-palm carbon plate running shoe can provide the most powerful support for the top elite athletes. Zhijing Pro's top TPEE supercritical foam has soared to 90% in energy regression, which has reached the first echelon level of domestic brands.
As a sports product, professionalism comes first.
According to the "China Running*** Show", consumers are indeed more professional and rational in the purchase of running shoes. The first factor for runners to consider is the comfort and cushioning of the product, followed by the cost performance and brand influence.
Therefore, Hongxing Erke, who has been working in the running field for many years, is easy to enter the national priority sequence.
Hongxing Erke has always been a benchmark for sports brands to understand innovation and innovation: when the competition of sports brands has reached a white-hot stage, when other brands of carbon plate running shoes have been updated many times, the upgrade of Hongxing Erke's Zhijing series has maintained its own rhythm, and carefully co-created and created this pair of running shoes that better understand Chinese runners.
This is not only a responsibility to the people, but also a cautious brand layout.
Strong product power is the anchor of all marketing.
Compared with feelings, the brand power and product power of domestic brands that make people repurchase are the key.
Brand power and product power used to be an obvious gap between domestic brands and international brands, and in the future, they have the opportunity to expand their domestic advantages and go international at the same time.
Hongxing Erke's strategy of "born for the country" is a test of the brand's market sensitivity, but also a test of its sense of responsibility and grasp of the trend of the times.
First of all, Hongxing Erke knows very well who he is, what he has, and what he can do.
Those who are familiar with Hongxing Erke will know that in addition to research and development, Hongxing Erke's national ecological construction is also regarded as a moat-like existence.
For example, in 2023, Hongxing Erke will strengthen the "co-creation" with runners, increase sponsorship and support for events nationwide, continue to launch the China Running Group Alliance across the country, create a running group atmosphere star creation store, turn the store into a running service station, and successively land in dozens of cities such as Beijing and Wuhan to provide support ...... for running group activitiesFull service for professional runners and elite runners.
Under the new strategy of "born for the country", Hongxing Erke will focus on a larger base and a wider range of ordinary sports enthusiasts, and extend sports services.
On this 303 brand day, Hongxing Erke also announced that it would build a 50-city national sports assistance plan - relying on provincial and municipal road running associations to absorb running groups, gradually establish first-class business stores around park cooperation, form a runner service center, and at the same time set up a national first-class sports coaching team to continue to increase the national sports through professional skills and training guidance.
Under such corporate values, we will continue to improve what users care about. Whether it is the co-creation of brand strategy, or the soft and hard power of products, Hongxing Erke has always placed the value point on meeting the real needs of Chinese people's mass sports.
In summary, Hongxing Erke's insight into national demand is similar to the upgrading of many excellent domestic brands.
For the brand itself, being born for the national initiative is not only the original intention of Hongxing Erke as a national brand, but also the key to its continuous recognition and not deviation; For consumers, such a responsible brand stands up, which is the "real domestic product" with a high quality-price ratio in the hearts of the people.
Born for the country's first move, it does not depend on a day's work, but is tempered by years.
Domestic products are for the Chinese people, which is the self-responsibility and mission of Hongxing Erke, and it is also its most simple response to the recognition and encouragement of the Chinese people. Only by deeply understanding the user's thinking and taking the responsibility of the national brand can we make good products and real national brands.