2010 Hongxing Erke, A Shoe Enterprise, Plays The International Strategic Song

The 2010 Madrid Masters, which has just ended, is undoubtedly a hot topic. On the one hand, the three golden flowers of China that focus on expectations are sadly defeated; On the other hand, Hongxingerke, the first tennis brand in China, has sponsored the Madrid Masters, which is amazing. The rising Chinese brand has once again won the attention of the world.

Europe market , no more blank

As of May 2010, Hongxingerke has more than 5500 domestic sales channels, and its overseas sales reach more than 30 countries and regions in Europe, America, the Middle East, Southeast Asia, etc; The sales volume has grown from less than 10 million at the beginning of its establishment to more than 3.5 billion now. It can be said that the development of Hon Sing Erke in recent years is very eye-catching, and it has become another new force of Chinese national brands from local to international.

On the surface, Hongxing Erke sponsored 2010 Madrid Masters is just one of its many event resources. However, considering Madrid's special geographical advantages, the deep meaning behind its sponsorship is unusual.

Spain is located in the Iberian Peninsula in the southwest of Europe. It borders the Bay of Biscay in the north, Portugal in the west, Morocco in Africa across the Strait of Gibraltar in the south, France and Andorra in the northeast, and the Mediterranean in the southeast. The unique geographical advantages and climate conditions, as well as the excellent and developed economic situation, have made Spain a hot spot in the European market, especially as an important hub to link Europe and Asia, which has a special strategic significance. It can be seen that Hong Xingerke has come here prepared for the Madrid Masters.

In fact, Hongxingerke had been the official clothing partner of Shanghai ATP1000 Masters for five years in 2009 before the marriage with Madrid Masters. After years of exploration and attempts, Hongxingerke found its own tennis differentiation strategy. In 2009, Hongxingerke positioned its brand as "young, fashionable and sunny", Wu Rongzhao, Executive Vice President of Hon Sing Erke, once said that "this is the trait extracted from tennis, and also the reason why Hon Sing Erke chose tennis as the brand differentiation." Not only in the domestic market, but also in the broader international market, Erke Similarly, we have deepened our tennis strategy. While steadily expanding overseas markets, we have signed a number of potential players from the European mainland, such as Belgium's Vikmeier, Germany's Zwelev, Becker, and Selvia's post-90s players Boric and Belgrade. Although some players are relatively new to Chinese consumers, they are all top 10 stars in their respective countries and have high popularity among young fans and consumer groups. Through the appeal of these stars, the influence of Hongxingerke, a Chinese national brand, on the European market cannot be underestimated. The move of landing in NBA and La Liga earlier also successfully opened up the market path for them.

It can be said that the bundling marketing of "events+stars" has made Hongxingerke win more and more resonance in the European continent, especially in the Netherlands, Germany, Austria and other countries. The competitiveness of its products is enough to compete with local brands and even international well-known brands. At present, Hongxingerke has more than 200 outlets in the European market, and its first overseas franchise store was also opened in Beirut, the capital of Lebanon, in 2008. When Hongxingerke appeared at the German ISPO exhibition earlier this year, it successfully reached an agency cooperation intention with Spain, Greece, France and Italy, which means that there is no blank in the Western European market.

The international strategy is to fight a systematic combination of boxing

The year 2010 is the tenth year of the establishment of Hongxing Erke brand, which has also become the watershed of its brand construction and international upgrading. To this end, Hon Sing Erke has made a comprehensive review of the brand's development history, and also made a clear plan for the future development of the brand. On the basis of continuing to expand, deepen and refine the international sports market, Hon Sing Erke's product system will be firmly improved in the direction of youth, fashion and sunshine, and will make a broader attempt in the field of sports and fashion, So as to firmly lock the brand vision as the world's leading sportswear brand.

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The strategy is established, and the implementation is natural and powerful. It is nothing new for Chinese brands to sponsor sports events and sign sports stars in the process of internationalization. But Hongxing Erke's practice is quite special. Although Hongxing Erke is a young brand, it has rational enterprise management and brand operation ideas, has a thorough plan for the marketing of its own brand, and can flexibly and quickly adjust the market strategy in the changing market competition environment, so that the enterprise will continue to move forward in the direction of benign and sustainable development.

First of all, what Hongxingerke played was a systematic combination of fists, rather than a disorderly fist. Hongxingerke focuses on the differentiated brand marketing strategy of tennis. When sponsoring various international competitions, he always continues to appear. For example, sponsoring the Shanghai ATP1000 Masters will last for five years; The recent Madrid Masters is also another collaboration between Hongxingerke and international tennis events. While systematically deploying top international events, Hongxingerke also applies sports star resources very skillfully. Taking 2009 as an example, its signing player, Belgium's young player Vikmeier, once reached the top 4 of the US Open, and even won the first place in the women's tennis in 2010 in Austria. In just one year, the world ranking has steadily risen from 57 before signing to the top 15. In the domestic and international markets with numerous sports brands, the emergence of Hongxingerke is largely due to its unique tennis strategy, But in fact, in the field of football and basketball, Hongxingerke has also taken a road with distinctive characteristics. Hongxingerke has been constantly exploring its own limits. It believes that the true meaning of sports is to challenge itself and make breakthroughs where others think it is impossible. Taking football as an example, Hongxingerke is the first Chinese brand to enter the top European football tournament La Liga, and it has also been working with North Korean football for four years, He has won many honors in the world football world together with the Korean women's football team. In particular, in 2009, when the Korean national football team reached the finals of the World Cup in South Africa, a series of titles such as "Hongxing Erke helped North Korea advance to the World Cup", "Chinese men's football team lost, but Chinese brands entered the World Cup" were quickly and frequently spread on the Internet, television, newspapers Magazine and many other media, the heavy slogan of "Chinese brands enter the World Cup" inspires every Chinese fan. Therefore, this stunning event not only makes all industry insiders look at it, but also proves the rise of Chinese brands to the world.

Secondly, the signing of events and stars is just a profile of the internationalization strategy of Chinese national brand Hongxingerke. Behind the brand internationalization is the upgrading of technology and culture. As the leader of "science and technology leading", Hongxingerke has been leading the innovation both in research and application: it is the first to use environmentally friendly water-based adhesive technology in the industry, and the footwear and clothing testing center is the first to pass the national CNS Certification, the product has won the national environmental protection certification for the first time in the industry, and has maintained more than 10 technical patents every year... In culture, Hon Sing Erke brand appeals for youth, fashion and sunshine. Sun Tzu's Art of War says: "Attacking the city is the bottom, and attacking the heart is the top". Instead of fighting closely with competitors, we should change our ways and find a good way to change consumers' attitudes. In 2009, Hongxing Erke put forward a new brand tone, which is not only close to its vision of entering the apparel brand, but also highly consistent with the promotional elements of its tennis strategy, becoming an important force to support its brand internationalization. At the same time, Hongxingerke has also invested tremendous efforts in brand building, market deployment, channel development, product research and development, talent introduction and other related aspects in order to make a comprehensive international march in 2010.

"The internationalization of Hon Sing Erke is obviously a systematic strategy of strategizing, sharp and professional market analysis and judgment, and continuous and focused brand marketing strategy, which means that this young Chinese brand will have a broader resource and vision on the road of internationalization." said a senior brand expert. With the stabilization and recovery of China's economy and the gradual recovery of global GDP growth, Hongxingerke is facing more opportunities and challenges in 2010. How to deepen, refine and refine its tennis strategy, and how to further explore and create diversified brand marketing strategies are undoubtedly the primary consideration of Hongxingerke to accelerate its internationalization.