Analysis Of Hongxing Erke'S Strategy And Brand Positioning (2)

Why is weightlifting?

Seeing the dispute between Hongxing Erke and Anta from "first gold", my first question is: why weightlifting?

What other sports should be weightlifting? Tennis?

From the above briefing, we know that the brand of Hongxing Erke is the unique and clear support of the brand with the help of tennis specialization and market positioning.

The brand needs accumulation and precipitation very much, so Hongxing Erke needs to walk bravely along the road of tennis.

Not long ago, the posters of weightlifting and gold were hung up the terminal store of Hongxing Erke.

Although it is the Olympic champion, although it is a shocking propaganda of "lifting China Power", I still feel "regrettable".

As long as the posters of tennis players are hung up in stores, the effect of publicity is better than that of Olympic champions. Moreover, they can save a sponsorship fee, and the former can let consumers know.

Why did hongerke arrange the Olympic Games in early 2007 instead of tennis?

The top tennis players in the world are masters. What about the Chinese tennis players? Unknown and potential tennis players and sports teams in other countries? Unknown names mean that the signing fees are more economical. Hongxing Erke can even sign tennis players from several countries, constitute a multinational force endorsement brand, and the continuity and strength of the brand can be well disseminated.

Only by strategy can we have the future.

Entering the official website of Hongxing Erke in the morning, Chen Xiexia's "red elevation" of "lifting China Power" is very imposing, but he can not see tennis. He enters the front page and introduces two lines of words.

We specialize in the design and sales of Erke brand sports shoes, sportswear and sports equipment.

No tennis is seen; when the group is introduced, tennis is seen in its sponsorship of the WTA Guangzhou open.

The striking news is that "Hongxing Erke first joined hands with Chinese sand feet" and still did not see tennis in two words.

My girlfriend's advertising agency has two slightly stronger.

From the introduction of the group and the slogan of "TOBENO.1", it is easy to say that "great efforts to make Hongxing Erke become the world's leading professional sports brand" is a magnificent enterprise vision.

However, when Hongxing Erke brand positioning in the atmosphere, the magnificent "global leading professional sports brand", it will be hidden in NIKE, ADIDAS, REEBOK, PUMA, MIZUNO, ASICS, NEWBALANCE, LI-NING, ANTA, CONVERSE, FILA, UMBRO and other brand stacked jungle, consumers can not see it.

When it positioning itself in the "China Tennis first brand", it means that it leaves the forest that is desirable and goes to another hill, and some consumers easily see it.

"The world's leading professional sports brand" is a limitless temptation to any Chinese sports brand's helmsman, a dream even woven from ideals and beliefs. But it is full of traps, and there are few positions in the leading and powerful big brands, and later there is hardly any place for them to see the future.

Since Sun Tiantian and Li Ting won the Olympic Games in 2004, tennis has been gradually warming up in China. This movement needs a certain level of social and economic development. In developed countries, tennis is a noble and universal sport.

Golf and tennis are very popular sports in China's neighboring Japan.

According to the data of previous years, Japanese tennis came into being in the latter half of the last century in 70s. In recent years, it has entered the mature stage. The tennis population has exceeded 5 million people, the civilian The Racquet Club Hotel has more than 1000, and the tennis industry has also developed vigorously.

The tennis market in Japan is similar to that in developed Europe and America.

By the end of 1980, Nike's sales of tennis shoes accounted for 18% of the total sales.

Compared with the international sports brands that have been developing for many years, as the latecomers of the industry, if they want to catch up with them and have their own sky in the market, the unique and differentiated strategy is essential.

Following them, imitating and learning constantly, the day ahead is far from being expected.

"The world's leading professional sports brand" is Hongxing Erke's dream in the long run.

Therefore, Hongxing Erke must take a unique and differentiated way, and must have its own strategy -- return and focus on tennis.

"The first brand of Chinese tennis" is the brand positioning that Hongxing Erke must adhere to. With the development and growth of enterprises, it can be adjusted to "the first brand of Asia Pacific tennis" and "the first brand of global tennis" is its vision of enterprise and brand.

In fact, when Hongxing Erke became the first in the Asia Pacific region or in the world, it naturally achieved the cherished wish of "the world's leading professional sports brand".

As far as Hongxing Erke has become the global influential tennis professional sport brand, then it will be considered to enter the comprehensive sports and strive for "the world's leading professional sports brand". That is the later story. At that time, it already had the capital and strength to compete with the international brand.

If "grass roots" is Anta's brand DNA, then tennis is Hongxing Erke's DNA.

In addition, Hongxing Erke can also consider tennis equipment (shoes and clothing), tennis, racket, tennis net, accessories and other tennis industry to extend to create a professional and comprehensive tennis brand.

Tennis industry beyond tennis equipment is a strange field in Hongxing Erke. It should consider cooperation or OEM (ODM) intervention.

Clear strategy and brand positioning, "TOBENO.1" will not be empty talk.