Catch Up With Lining? The Emergence Of The Second Major Sports Brands In China

In recent years, the market size of the global sports footwear market has been increasing. Fitness craze has led to global sports consumption growth. Sports shoes, as one of the hot spots of sports consumption, have made more brilliant achievements. From the brand distribution, the global market concentration of sports shoes is relatively high, and the market share is mainly concentrated on Nike and Adidas.

In fact, there are many excellent sneakers in our country, including Anta, Lining, PEAK, XTEP, 31st degree, Hongxing Erke and so on.

The emergence of China's second major sports brands has left many people with a big surprise.
According to the "China's 500 most valuable brand list" released last year by the world brand laboratory. In the selection, Hongxing Erke once again won the title of 500 strong, with a brand value of 31 billion 581 million yuan. It is worth noting that the brand value exceeds Lining (23 billion 454 million yuan), 331 degrees (14 billion 560 million yuan), and only second of Anta in the industry.
Not long ago, Hongxing Erke released the 2020 brand strategy. According to Hongxing Erke's plan, the number of channels will increase by 800 new stores in this year's situation.
Statistics show that Hongxing Ke (ERKE) has been established for 20 years and has now become a large-scale clothing enterprise integrating R & D, production and sales. The company has nearly 30 thousand employees, the world has over 7000 stores, products sold in Europe and America, Southeast Asia, the Middle East, Africa and other markets.
Wu Rongguang, founder of Hongxing Erke, was born in the 70s of last century. He went to Shenyang design college after finishing middle school, specializing in the design of sports shoes. After graduation, he has been doing family business in his father's shoe factory. In the shoe and clothing industry has accumulated rich experience, laying a solid foundation for future business.
Wu Rongguang, who was 25 years old before and after the millennium, founded Hongxing Erke. At that time, the sports brand led by Anta had gained a small reputation after several years of accumulation, and began to shift from the mode of OEM to the development of its own brand. And Hongxing Erke, who has just been established, is in a very difficult position.
At the beginning of its establishment, Hongxing Erke suffered a typhoon, the production line was damaged, and all stocks were destroyed. The delivery date is getting closer and closer, which can be said to be the first hurdle for the company. Nevertheless, Wu Rongguang took the staff to overcome the hardships, and finished the order with quality and quantity. It is this quality that pays attention to quality and credit, and the company has changed opportunities for development.
After the initial success of the domestic market, Hongxing Erke began to enter the overseas market. In 05 years, the company was successfully listed in Singapore and became the first overseas footwear brand in the industry. In the process of running the international market, Wu Rongguang also pays attention to product quality.
For example, there was a microfiber material, which had good performance in pre test, but after it was made, the material would react after exposure to air and light. After finding this problem, although a number of products have been put on the market. But Wu Rongguang resolutely recalled the products and destroyed the semi finished products and materials.
Although the loss is as high as millions of dollars, Wu Rongguang never regrets. In his words, "today I pay for this batch of products with quality problems. Millions of them can be bought back. In the future, companies will be responsible for the quality of products, consumers and agents who trust us."
In the process of development, Hongxing Erke, with the slogan "TO BE No.1", let everyone notice the brand of the movement. The store expands rapidly in the two or three line cities. Over the past two years, the number of stores has exceeded seven thousand. Despite the huge volume, brand sentiment has always been a problem. In view of this situation, the brand establishes a brand image by sponsoring tennis events and boarding fashion week.
In 2020, Hongxing Erke released the latest brand strategy, will carry out the marketing system reform, and upgrade the image of products and stores, focusing on the shaping of the value of goods and enhancing the operation of store operations. At the same time, we invested 500 million yuan to support the development of distributors and introduce high-quality distributors. Some analysts pointed out that Hongxing Erke's initiative to change is correct. It is time to change, but success depends on specific strategies and plans of action.