Hongxing Erke Wu Rongzhao: Farther Away From Dream

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< p > Wu Rongzhao's dream is to build Hongxing Erke into the world's leading fashion brand with "young, fashion and sunshine" attributes.

Since its establishment in 2000, Hongxing Erke has only been in the short span of ten years this year.

But with the accurate judgement of the market, Hongxing Erke, who started with sports shoes and shoes, trampled the "gold" node of the industry development, emerged from many brands and achieved leaping development. In the channel, < a href= "//www.sjfzxm.com/pioneer/" > brand influence /a and market share, they all walked in the forefront of similar enterprises.

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< p > but with the change of people's consumption habits and the impact of the overall economic environment, the domestic apparel industry represented by sports apparel began to decline.

Especially in the past two years, with the H&M, ZARA, UNIQLO and other foreign "a href=" //www.sjfzxm.com/pioneer/ "fast fashion brand" /a "high song, it has greatly reduced the development space of local apparel enterprises.

Ding Shizhong, President of Anta, once sighed on his micro-blog, "the era that can earn money with eyes closed has ended."

Although XTEP President Ding Shuibo believes that there are still some gold in clothing industry, he needs to dig harder than ever before.

For today's clothing industry, the days of gold everywhere are already a thing of the past.

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In the face of P, how to avoid the "Hidden Reef" in the "difficult and dangerous Beach" and get rid of the competitors' pursuit has become a problem that business managers have to face.

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< p > how to break the situation? For this reason, Wu Rongzhao believes that we should dare to "operate" ourselves.

For apparel industry, products and retail terminals are the two endpoints of the whole value chain.

Products are the basis for profit realization. The design and development of products can improve the quality of products, improve the wearing experience and increase the recognition of consumers. < a href= "//www.sjfzxm.com/pioneer/" > retail terminal < /a > is the entrance of corporate profits. Doing well the sale service and on-site experience can enhance consumer loyalty to the brand and increase the rate of repeat purchase.

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From P to 2012, Hongxing Erke made a comprehensive adjustment to the product design style. In the summer of that year, the star category T was introduced, and the down jacket was launched in winter.

The design and technology of the two star products are closely related to the fashion trend. Through the deconstruction of consumer culture and the redeconstruction of classic clothing, the "young, fashionable and sunny" design elements that represent the consumption characteristics of young people are integrated into the products.

In 2013, Hongxing Erke increased the development of micro collar T and down jacket, and developed 50 and 32 editions respectively.

The increase in the number of editions has provided consumers with more choices and captured the hearts of consumers.

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At the same time, at the same time, in the retail terminal, Hongxing Erke is also quietly changing, began to shift from quantity to quality, and will regard the big store as the main direction of the future P.

"Insisting on the strategy of large stores can be an intensive advantage resource, which is more in line with the brand tone of Hongxing Erke's" young, fashionable and sunny ". It is also an important path for us to realize the vision of building the world's leading apparel brand.

Wu Rongzhao said.

At the same time, we can see that in terms of color, store layout, cultural elements and other aspects, Hongxing Erke store has become more fashionable and leisurely in comparison with previous years, which is more in line with the tastes of modern young people.

In this regard, Wu Rongzhao said, "Hongxing Erke is to do fast" a href= "//www.sjfzxm.com/pioneer/" docking market < /a ", do things that consumers are willing to accept.

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< p > electricity supplier, as a new consumption mode in recent years, has been sought after by more and more consumers. In 2013, "double 11" Tmall exceeded 35 billion of the sales scale.

For Hongxing Erke, this is also a sales position that has to be occupied.

Since Hongxing Erke opened its first online shopping mall in 2009, its sales targets are in the forefront of the industry by providing timely and thoughtful services and fashionable and cost-effective products.

In 2013, Hongxing Erke upgraded the electricity supplier to the strategic level of the group. Wu Rongzhao asked all of us, including ourselves, to give full support to the development of the electricity supplier.

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< p > as a practitioner of Chinese apparel industry, Wu Rongzhao chose to be a self innovator.

But the realization of dreams is a long-term process. It is obviously not enough to make good products and retail terminals, but also needs to accumulate in many ways.

Hongxing Erke's fashion journey has already started. It has the driving force of a href= "//www.sjfzxm.com/pioneer/" > pformation < /a >, which has made Wu Rongzhao a step closer to realizing her dream.

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