Hongxing Erke Deep Ploughing Tennis Marketing &Nbsp; Force Electronic Commerce.

"TO BE NO.1". This is a famous sport. brand Hongxing Erke's most loud slogan today Erke A solid step has been made. Recently, reporters learned from Hongxing Erke that China's first tennis brand Hongxing Erke has reached a cooperation agreement with one of the four Australian Grand Slam tennis tournaments, and has become a partner of the Australian regional franchise product. The cooperation time is 3 years.

The Australian Open is one of the top tennis tournaments in the world. It is also known as the four grand slam in the Wimbledon, the French Open and the US Open. The signing of the Australian Open tennis tournament is another strategic move in the strategy of tennis internationalization after the signing of the ATP1000 masters in Shanghai in 2009.

Deep tillage Tennis marketing

The Australian Open is also the first in the "four Grand Slam" competition. It has been in the history of 100 years since it was founded in 1905. Over the past few years, due to the amazing performance of Chinese players in the Australian Open Network, the Australian Open tennis network has also attracted more and more attention from the Chinese people. This is also one of the important factors in the connection between Hongxing Erke and the Australian Open.

Wu Rongzhao, vice president of Hongxing Erke, told reporters that as China's first tennis brand, Hongxing Erke has unique views on tennis. A few years ago, when the major sports brands in China scramble for resources such as basketball and football, Hongxing Erke chose to play tennis in China, and embarked on the journey of brand differentiation and international marketing. Through cooperation with the international women's Tennis Association, it has successfully become a sponsor of the international women's tennis series, and has undertaken a series of events organizing, promoting and operating. It has begun the most important step in brand growth.

With the success of Chinese women's tennis in the World Grand Slam, especially the women's tennis doubles in the Olympic Games, tennis has become a sports event of many sports fans in the country. More and more sports brands have joined the battle of tennis resource division. "The strong cooperation between Hongxing ERK and Australia network is an important step and a new height in brand internationalization. We will enhance brand awareness and product specialization through the strategy of tennis marketing and brand promotion." According to Wu Rongzhao, unlike other brand practices, Hongxing Erke's tennis strategy is not limited to high-end events or top stars. Instead, it is aimed at groups with different characteristics. Sponsored events cover high-end, middle end and low end levels. There are ATP1000 level competitions such as Shanghai masters and Madrid Masters. There are 500 points and even 250 points in the Doha open and Stuttgart open. In terms of players, apart from Lo Ribbe Ludo, Vic Meyer, Philip Putz Sneh and others, the potential and explosive force of the young players after 90 are not to be underestimated. {page_break}

It can be said that Hongxing Erke's understanding and understanding of international tennis is getting more and more thorough, and the demand for sports events and players' sponsorship is not just staying at the brand exposure level. The cooperation between Hongxing ERK and Australia network not only highlights Hongxing Erke's brand strength, but also is a sublimation of Hongxing ERK's tennis internationalization strategy. Through cooperation with many levels of tennis competitions, Hongxing Erke not only publicized the brand, but also promoted the development of tennis in China.

Force E-commerce

Over the years, Hongxing Erke chose tennis as its marketing battleground. Now tennis is not only the brand strategy of Hongxing Erke's innovation and market refinement, but also its brand appeal for consumers to advocate the lifestyle of "young, fashionable and sunny".

According to the analysis of the industry, from the current situation, sports brand sales in shopping malls and some chain supermarkets are very large, because the flow of people in shopping malls and supermarkets is very large, but the sales volume of sports city is decreasing now. This is related to the single product mode of Sports City Marketing. "With the increasing number of famous brand enterprises across the country, it has laid a good foundation for negotiation with shopping malls and diversification of outlets."

At present, Hongxing Erke has more than 6000 stores. According to the strategic plan that has been disclosed, the number of stores will grow at more than 2000 per year, and will exceed 1 in the next 2~3 years. In a multi channel and diversified way, shops will be opened. In some cities, the goal of NO.1 will be achieved in some areas, such as the same city, adjusted according to different conditions, and stationed at different levels of storefront, such as flagship stores, factory stores, etc., and 6 generation of image shops have been launched. The terminal image is becoming more and more integrated with the brand characteristics of "Youth, fashion and sunshine".

Hongxing Erke aims at consuming young people. What new initiatives are there in online shopping? One of the most popular ways of consumption for young people? Reporters understand that as early as 2009, Hongxing Erke, who has been doing online sales through large-scale online shopping centers, will carry out a series of related changes.

In Wu Rongzhao's view, the price difference between online and offline is no doubt a bottleneck. In the past, in order not to disrupt the sale of franchised stores, the price was basically synergy, and the two did not distance themselves. "Price differences are the basic characteristics of commodities under the market economy environment, and the basic elements of maintaining vitality in the retail industry. It is not science to try to maintain the absolute consistency of prices between online and offline businesses." Wu Rongzhao analysis, as a new type of e-commerce channel, the current worries are only a simple psychological adaptation process. In fact, we must firmly believe in a mainstream consciousness: consumers are concerned about the value brought by consumption. Brand operators and e-commerce platform operators are concerned about the sustained returns in the future. "In a comprehensive way, how to make e-commerce online healthily develop in line with the law of retail development is the real concern for everyone."

It has been revealed that Hongxing Erke will actively participate in and promote the development of the new channel of e-commerce. Through category management or other strategies, all kinds of attributes of online products will be more in line with consumers' value needs. In the next 3 years, the target is that online sales can account for 10% and achieve sales of "billion", which will undoubtedly lead to an industry concern and new competition.