Text/Ball Review/Zi Yang Proofreader/ZhiQiu
During the rainstorm in Henan, many domestic enterprises shouldered their social responsibilities and donated to Henan. Hongxing Erke, a domestic sports brand that once made consumers think that it had collapsed, directly took out 50 million yuan to support Henan.
After learning of this news, many netizens have shouted out slogans to support Hongxing Erke, and for a time, Hongxing Erke fans have risen by tens of millions, and products such as clothes and shoes have been snapped up by consumers.
In just a few days, Hongxing Erke has become the top of domestic goods in one fell swoop. Today, the popularity of Hongxing Erke has plummeted, according to Sina Technology, Hongxing Erke has plummeted by 290,000 fans in just 30 days, and on average, nearly 10,000 fans will fall every day.
Not only that, while hongxing erke fans have plummeted, the popularity is also continuing to decline, and sales are also falling.
It was learned from the Red Star Capital Bureau that Hongxing Erke, which has nearly 15 million fans, has conducted 55 live broadcasts in the past month, with sales of only 12.94 million yuan.
In contrast, Li Ning, who is also a domestic brand, although there are only more than 4 million fans on the short video platform, and the fan base is very different from Hongxing Erke, but in the past month, Li Ning has conducted 63 live broadcasts with goods, and sales have reached 81.585 million yuan, far exceeding Hongxing Erke.
In fact, from the experience of Hongxing Erke, Hongxing Erke has also tasted the sweetness of traffic as king, and has also experienced the huge contrast between glory and decline.
So, what is the reason behind the sharp decline in the popularity of Hongxing Erke?
In the author's view, on the one hand, consumer support for Hongxing Erke is to put it bluntly emotional consumption, this type of consumption is very short-lived, does not have the ability to enhance consumer loyalty, when the consumer's consumer psychology tends to be rational, the support for Hongxing Erke will be greatly weakened.
On the other hand, the Hongxing Erke brand is not strong enough and does not have the ability to sustain its own heat. In fact, there are many factors that affect brand strength, for sports brands, the quality of products and the novelty of products will affect brand strength.
From the comparison between Hongxing Erke products and Li Ning products, it is obvious that Hongxing Erke's product innovation has many deficiencies, on the contrary, Li Ning, many of its products are joint styles, in line with the aesthetics of young consumers, the product personality is full, has its own style.
According to the feedback of consumers who purchased Hongxing Erke, the quality of Hongxing Erke's products has passed, but the innovation is insufficient, and the texture needs to be improved.
Moreover, Li Ning is also very good at brand promotion, such as during the Olympic Games, the brand will find some Olympians to do endorsements and warm up their brands in advance.
In fact, Hongxing Erke is also trying to retain consumers and launch a series of brand activities to reshape the vitality of the brand. From July to the beginning of November, Hongxing Erke launched a number of co-branded products, such as Hongxing Erke and star Chen Xiaochun filming the national style "Under One Person"; cooperating with the well-known Japanese comic "Gintama" and so on.
Moreover, Wu Rongzhao, the chairman of Hongxing Erke, often interacts with consumers on Weibo and modestly listens to the suggestions made by consumers, it can be said that Wu Rongzhao has also become a front door for Hongxing Erke to attract consumers.
It is worth mentioning that economist Song Qinghui once said that with the gradual control of the epidemic, many domestic consumers will once again devote themselves to the field of fitness, and for clothing and sports brands, they will usher in development opportunities, and at the same time, the market scale may be further expanded.
And Hongxing Erke wants to seize this wave of opportunities, need to increase efforts in product innovation, only in this way, when the next wave of dividends arrives, Hongxing Erke has the strength to get a share of the hands of many sports brands, and looks forward to the future Hongxing Erke has a better performance.