Hongxing Erke Throws The Brand To Outsmart The Strategic New Thinking.

In April 15th, in 2006, Hongxing Erke autumn and winter order will open in Xiamen, and more than 1000 agents and distributors will be involved in this order.

It is understood that Hongxing Erke launched a heavy attack on the order meeting, and launched its "treasure of town and enterprise" - the "Shenzhou" limited edition sports shoes, which is made by Hongxing Erke with three kinds of materials, including "special nylon net, new super fiber and fine electroplating TPU", which are successfully made through space detection. It is also the first "Shenzhou shoes" and "Shenzhou shoes" in the market, which immediately attracted the attention of the participants, and dealers everywhere showed strong interest.

At the order meeting, Hongxing Erke strongly launched the strategic theme of "brand wise win", and successfully seized the eyes of the participants again with new strategic thinking.

The product and brand blossom together, so that Hongxing Erke in this order will successfully achieve the first step of strategic breakthrough.

The authoritative marketing personages at the conference analyzed that "brand intelligence wins" reflects that the development concept of our country's sports brand is becoming mature now. This strategic thinking can be regarded as a new train of thought for breaking the brand of sporting goods industry.

At the opening ceremony of this order, Mr. Wu Rongguang, President of Hongxing Erke group, said that the brand "wisdom" is the strategic new thinking of Hongxing Erke, which runs through the main line of production technology, brand value increment, channel breakthrough and capital operation.

Love is not necessarily a win, but the brand wins by "wisdom". Once there was a Taiwanese song that was called "love to win". The songs were popular in the north and south of the river. This song can be said to be a true miniature of Fujian business culture.

As one of the most important commercial systems in contemporary China, Fujian merchants are also the main force in China's sporting goods industry, and "China Shoes Capital" has occupied half of China's sporting goods market.

Fujian businessmen always take the hard work of "dare to fight and fight hard" to compete at home and abroad. In the sporting goods market, they have always pursued the strategy of "brave is king". As long as they dare to fight and fight hard, they will not hesitate to hire heavy spokesmen, but they can attack the market in the five sets of CCTV's advertising bombing.

Indeed, in the past few years, this strategy has been described as "advertising and gold."

However, with the increasingly rational consumer behavior, advertising can no longer tear away the pockets of consumers, and the "brave" way of "star + advertising" has gradually failed.

Moreover, with the expansion of industry capacity and the intensification of market competition, the middle and low end market has gradually moved towards the "meager profit era". The international first-line brands and second-line brands such as Nike and Adidas have basically monopolized China's high profit first-line market, and local brands are facing the fate of fighting high-end brands with international brands.

Hongxing Erke is a rising star in Jinjiang sporting goods industry. Under the current industry structure, Hongxing Erke is facing the challenge of "breaking through".

Mr. Wu Rongguang, President of Hongxing Erke group, told reporters that the development of the market foreshadowed that "foolhardy strategy" could not succeed. The brand must use "wisdom" to win. And if Fujian merchants want to really rise, they need to integrate more modern business management and operation science.

Hongxin Erke's brand new strategy is based on such a background.

How does the brand win by "wisdom"?

The key to success is to improve the technical content of products. The competition with international brands is the inevitable trend of the development of local brands. However, core competitiveness and strong brands have always been the short board of local brand competition.

All along, the local brand "follow suit" phenomenon is serious, Nike and Adidas, what the earth brand is coming up with.

On the one hand, the phenomenon of homogenization is serious and there is no advantage of differentiation.

At the same time, enterprises have lost the ability of independent research and development, and can not achieve the core competitiveness of the brand.

On the other hand, the follow-up strategy of local brands is hard to grow into a strong brand, and the distance from the high-end market has never been close.

Hongxing Erke's brand "intelligence" winning strategy is symptomatic. According to Mr. Xu Haiyun, brand management center of Hongxing Erke group, products are the basis of market exchange value. The primary task of brand "wisdom" is to practice internal strength and achieve core competitiveness, so improving the technological content of products is the first priority.

"Technology leader" has always been the strategic direction of Hongxing Erke brand.

It is understood that since 2002, Hongxing Erke has formulated the enterprise strategy based on R & D and invested heavily in investment.

In October 12, 2005, with the cheering of China, the Shenzhou six manned spaceship was successfully returned, and this day is also a good day for Hongxing Erke. Hongxing Erke carries three kinds of shoe making materials, "special nylon net", "fine electroplating TPU" and "new type superfine fiber". It has successfully passed the high-intensity detection of space, and has become the world's first successful sports shoes material through space detection.

The success of Shenzhou VI experiment is a great achievement of Hongxing Erke's technological breakthrough.

Following that, the technology of Hongxing Erke GDS ground full palm shock absorber system came out. The domestic sports shoes first developed the shock absorbing technology of sports shoes which can withstand foreign brands, and made a face for the domestic sports brand.

With the rapid development of science and technology, any successful technology will not be an "iron rice bowl". And relying solely on independent research and development is far behind the market demand changes. In order to create strong technical strength and achieve sustainable technological development, Hongxing Erke decided to use the "external brain" to the professional institutions.

At the end of 2005, Hongxing Erke began working with a Research Institute of the Chinese Academy of Sciences to carry out "intelligence" cooperation.

The technical research and development guideline of "internal and external engagement and professional support" not only greatly enhanced Hongxing Erke's R & D strength, but also realized the differentiation of products and achieved Hongxing Erke's core competitiveness.

Technology is to lay a good foundation for products, but good wine is also afraid of deep alley.

Mr. Xu Haiyun, the brand management center of Hongxing Erke, told reporters that the product must be built up with strong brands.

In the era of information expansion, "advertising bombing" plays a very limited role in brand communication. In the strategic planning of brand, application strategy is very important.

Under the guidance of the "wisdom" winning strategy, Hongxing Erke has formed the "four in one" integrated marketing communication system, namely, the four main units of sports events binding, advertising, public relations and terminal display to serve as the main goal of "creating the first brand of net feather sports equipment".

In March 2006, Hongxing Erke group held the news conference of the State Sports General Administration's "2006-2008 Hongxing ERK International Women Tennis Series" with Mr. Wu Rongguang as the investor and the naming merchant.

The value of attention, Hongxing Erke is "investment + sponsorship" innovative mode to intervene in the "2006-2008 hongerke International Women's Tennis Series", which is precisely its "wisdom".

The rise of China's tennis is inevitable. We should take advantage of the opportunity of the development of China's tennis professional tournaments, accelerate the development of tennis through capital investment, and make the competition stronger and stronger, and attract more people to enjoy tennis.

As soon as this sport is popularized, Hongxing Erke, as the naming merchant and investor of the series, will naturally get a huge boost with the development of the event.

The key is Hongxing Erke to create the precise positioning of "China net feather professional sports equipment first brand", which can be recognized and accepted by the market with the development of this series of games in China.

In terms of advertising and public relations communication, Hongxing Erke ranked the target arrival rate as the primary goal. Instead of pursuing a simple exposure rate, it aims at studying the reception habits of target audiences, optimizing the integration of media delivery, and striving to achieve the maximization of the target arrival rate.

On the other hand, by strengthening the creative demand, we can achieve the maximization of "target cognition" and create a brand culture.

In view of the "stereotype" displayed by consumers on brand terminals, Hongxing Erke employs authoritative marketing experts to conduct unified guidance for its terminal store design and product display.

Under the integrated marketing communication system, the efficiency of Hongxing Erke's communication resources can be concentrated. The brand target of "the first brand of the net feather sports equipment" has more sufficient and more systematic resources. Only in this way can we build a strong brand and increase the value of excellent products.

But in the final analysis, product and brand training are all internal strength, brand "wisdom" win strategy, and finally need to channel the market by channel to achieve success.

The channel construction has established "wisdom" and "excellent". The channel construction of the traditional sports goods industry is also a "hard fight model", with no spare effort to build a wide channel network, focusing on the production rate of products and neglecting the optimization and integration of channel resources.

Moreover, the cooperation agreement between upstream enterprises and downstream agents is often signed in one year, and the cooperative relationship is unstable, resulting in short term interest cooperation becoming the dominant channel.

International sports brands such as Nike and Adidas have always regarded "access" as the top priority, raising the advantage of channel resources to a strategic level.

Behind this strategy, there is a deep sense. In fact, the channel resources of the advantages can not only create sales performance, but also enhance the brand greatly.

In this regard, Hongxing Erke in-depth study of the current channel model problems, and learn from the advanced experience of international brands put forward the "quality channel network" strategy, the focus of the channel construction should grasp the scarce advantages of resources, and take the route of "more precious, less expensive".

In terms of implementation of this strategy, Hongxing Erke adopts the "two leg walk" approach.

On the one hand, Hongxing Ke gradually established flagship stores in the bustling commercial blocks of major cities in China, making it a "surprise soldier" in Hongxing Erke's strategy, and made a strong attack at the forefront of the market.

On the other hand, we should focus on the long-term strategic cooperation with the scarce advantageous channel resources and directly link the interests of the agents with the interests of the enterprises, so that the agents can become a "strong soldier" in Hongxing Erke's market strategy.

With the model of "surprise soldiers + strong soldiers", we will build a long-term "quality channel network". We will use this scarce 20% channel to complete the 80% sales task of the enterprises, and at the same time enhance the brand image and help the brand break through at the forefront of the market.

Regardless of technology, brand or channel, all the links in the enterprise product operation line need capital operation support. In order to achieve the "wisdom" of the entire product operation, capital operation is also inseparable from "intelligence".

"Wisdom" is in the thousands of miles. The performance of the operation of international capital platform by forcing self pformation and product operation determines the value of the brand in the capital market, and the source of capital often affects the development of enterprises. Therefore, capital operation needs a kind of "great wisdom".

Hongxing Erke did not choose to enter the domestic capital market, but chose to go public in Singapore.

On the one hand, enterprises have established an international financing platform, opened up a wider range of financing channels, and guaranteed long-term support for the operation of products.

On the other hand, to enter the international capital market, we must ask ourselves by international enterprises before we can get the recognition of capital market.

This has a mandatory constraint on improving the overall operation and management level of enterprises.

This can be said to be a strategy of "fighting against water".

Besides, entering the international capital market will also play a foreshadowing role for Hongxing Erke's "global net feather sports equipment first brand" in the future.

In recent years, the sports equipment market in China has maintained a steady growth trend, and is expected to be affected by the 08 Beijing Olympic Games. China's sports equipment market is likely to explode in the near future.

However, the local brand is falling into the dilemma of "internal and external troubles". The lack of core technology leads to the homogenization of product competition, while Nike, ADI and other international brands are covetous and continue to invest more in China.

If the local brand can not "break through" smoothly under such a situation, the bright market prospect is only a "cake", and it is difficult to satisfy hunger.

Hongxing Erke's brand "wisdom" wins the strategy to conform to the development trend. It is a feasible method to layout the enterprise's breakthrough with the brand new strategic thinking. It also provides a good reference for the industry.