On July 21, the domestic sports brand Hongxing Erke announced that it would donate 50 million yuan of materials to the disaster areas in Henan through the Zhengzhou Charity Federation and one fund.
Screenshot of Hongxing Erke's official Weibo.
If it were not for the hot search on Weibo, the name "Hongxing Erke" seems to have faded out of the mainstream vision. Under the hot search named "Hongxing Erke's Weibo comments are good and sad", the comments of netizens are funny and sad, "I feel that you are going to go out of business and donate so much", "Bao you are so pasty, I am anxious for you, buy some marketing bar a little bit, I am afraid that you will go out of business", and even some netizens spontaneously gave members to the official account of Hongxing Erke.
As an old brand, Hongxing Erke was once extremely popular, and the advertising slogan of "Hongxing Erke, to be NO.1" was also repeatedly broadcast on TV. Founded in June 2000, Hongxing Erke was successfully listed in Singapore in 2005, becoming the first clothing brand in the industry to be listed overseas, ushering in a highlight moment.
At that time, domestic brands were ushering in a golden age, and from 2007 to 2009, ANTA, Xtep, 361°, Peak, etc. were listed on Hong Kong stocks one after another. However, in February 2011, Hongxing Erke was suspended for financial fraud.
In recent years, Hongxing Erke has gradually faded out of consumer sight due to problems such as unclear brand positioning and lack of novelty in marketing.
Hongxing Erke store.
When it was another year of the Olympics, the Tokyo Olympics, which had been postponed for a year, finally kicked off on July 23, 2021. In April this year, Hongxing Erke joined hands with the China Roller Skating Association to officially become the official strategic partner and sportswear sponsor of the China Roller Skating Association.
Skateboarding is a new olympic event, will usher in the Tokyo Olympic Games debut, the project set up men's and women's street and men's and women's bowl pool four sub-events, China's Zhang Xin and Zeng Wenhui won the women's bowl pool and women's street style Olympic qualification respectively.
Chinese skateboarder Zeng Wenhui in training.
The Olympic Games are a rare brand promotion opportunity for enterprises. In the battlefield of Olympic marketing, Hongxing Erke is not a novice, as early as the 2008 Beijing Olympic Games, Hongxing Erke made a bold attempt, avoiding the competition with international first-line sports brands and choosing the North Korean Olympic delegation. In addition, Hongxing Erke also successfully helped Chen Xiexia, a 48 kg player of the Chinese women's weightlifting team, win the first gold medal in the Beijing Olympic Games, which won him a high exposure.
At the 2012 London Olympic Games, Hongxing Erke continued the sponsorship method of the Beijing Olympic Games and chose to cooperate with South Africa, Iran and Uzbekistan.
Hongxing Erke did not invest too much advertising before the Olympics, but many of the athletes in the Olympic delegations of the three countries he sponsored had a strong topicality: "South African Frog King" van der Boerge broke the world record and came out on top; young player Clos successfully reversed the "Eight Golden King" Phelps of the Beijing Olympic Games and won the butterfly laurels...
At the 2016 Rio Olympic Games, Hongxing Erke once again joined hands with the Croatian Olympic delegation to use "plaid style" as an iconic element in the costume design supplemented by other color combinations, making the Croatian Olympic delegation's clothing clear at a glance under the lens and has a high degree of recognition.
Croatian delegation at the opening ceremony of the Rio 2016 Olympic Games.
However, while rationally utilizing Olympic resources, improving the competitiveness of products and the credibility of the brand, and accumulating stable consumers, is the most critical task of post-Olympic marketing.
At the beginning of the brand's third decade, Hongxing Erke launched a "new domestic product of science and technology" and embarked on a "youthful" road. In March this year, Hongxing Erke released an artificial muscle running shoe, which is intended to add weight to its own technology brand. People's Daily once praised Hongxing Erke's scientific and technological achievements, saying that it "creates a new trend of heavyweight sports brought about by new data collection methods to access the Internet ecology.".
In the face of opportunities, Hongxing Erke, which has been left behind for a long time, must grasp the brand positioning, product quality control, marketing promotion, and may still have some way to go. However, in any case, under the "national tide wind", the market's appeal to domestic brands is gradually rising, and it is also expected that more and more domestic brands can attract the attention of consumers.
Red Net Moment reporter Zhang Jiao
Source: Tencent News, China Youth Daily, China Net Finance