Industrial upgrading, internal and external cultivation, and brand success

Speaker: Mr. Liu Xiaofan, Director of Brand Management Center of Hongxing Group

Guest Profile: Liu Xiaofan, Director of Brand Management Center of Hongxing Erke Group

Dear ladies and gentlemen, good afternoon, it is my pleasure to participate in this event today Brand Strategy Forum, I take this opportunity to express my heartfelt thanks to the friends who have been supporting our Hongxing Erke. Today's official topic is to cultivate both internal and external, and the brand will win. The teacher Li Guangdou who came today is also my idol. Here I originally wanted to Throwing bricks to attract jade, the jade has come out here, we can only add another brick. Today, my report will share with you the operation of Hongxing Erke over the years. According to Philips Kotler, a brand is the name, noun symbol, design or choice of a product or service used to identify and differentiate it from competitors. , David Oakway said that a brand is an intangible general term for the attributes, name packaging, price, history, honor, advertising, methods, etc. of goods and services. Today, Mr. Pei Kewei said that the brand is not just a hook, everyone said the same thing, we all want it, then what we need is words and power, it has become the most important intangible asset, that is, Coca-Cola, the global asset overnight Go out of business, because its brand has become its powerful intangible asset.

Brands represent the power of enterprises and countries

To a certain extent, brands have become a standard for measuring the power of a country. There is a saying that a country has a worldwide brand, which matches the country. Although we are already the second largest economy in the world, we still do not have one of the top 100 most valuable brands. In this 100, the first is Coca-Cola, the second is IBM, Then there are Microsoft and GOGO. This ranking is not the same as the ranking of the Fortune Global 500. Among the top 100 companies in the Fortune Global 500, we also have some big companies, but they are not big brands. How to build a brand requires enterprises to make full use of a favorable marketing environment, internal and external resources and new thinking concepts to build. It can be said that a brand is the message that consumers want to convey through the media, and consumers also need to learn from the complicated market. Receiving this information in the information, consumers verify the information they accept in the actual consumption process. At the same time, when we use this product and service, consumers get a good experience. This experience is further strengthened, and the brand is in the minds of consumers.

In the following, we would like to combine the brand history of Hongxing Erke and share with you our brand strategy. Brand strategy, I would like to give a case that happened to me. This is the NO.1 in the industry. After years of operation and long-term accumulation, this brand has become the leader in the industry. During the Wenchuan earthquake, as soon as this information was disclosed, the company immediately took action, saying that we, as the industry leader and industry leader, are such a responsible company and such a brand, we must respond immediately, first of all, senior executives They all held a meeting to discuss how to deal with it. At that time, their highest donation amount was 1 million RMB. If it exceeds the amount, they will go through the meeting of the board of directors. The meeting of the board of directors will take a while. They will immediately disclose this information. Time to find the aid organization for the Wenchuan earthquake to donate 1 million. When I saw this information, I immediately communicated with their PR and brand leaders. I said that there may be some problems. I said that this may be competitive. Opponents will be targeted by other brands. Their reaction at the time should be no problem. They said that we will soon disclose information on donations of 10 million or more. Sure enough, we will be able to see his ranking the next day. The second competitor has always been chasing after him. From the market size to the channel to the sales, the gap with the first is not big, but the brand accumulation is poor. At this time, we just seized this point and announced it immediately. The company donated 10 million RMB to the disaster-stricken area in Wenchuan. At this time, there are also various opinions on the Internet. It is said that the first company in the industry only donated 1 million yuan. A total of nearly 20 million donations were made, and a large-scale communication was carried out. At this time, consumers saw it was very strange. If they don’t scold or donate, they should continue to scold. At this time, it can be seen that in the communication strategy, although It's not a bayonet hit like a sales channel like ours, but it's just as thrilling.

Hongxing Erke down-to-earth interpretation of the extraordinary and marching to the first

Let's talk about our Hongxing Erke, Hongxing Erke was formally established in June 2000. Ten years later, it has become a brand value of over 10 billion, with over 10,000 employees and sales of The network covers enterprises in more than 30 countries. Hongxing Erke had 3,000 stores in 2009, 5,000 stores in 2010, and is expected to reach 7,500 in 2011. The scale of Hongxing Erke's channels has expanded rapidly, especially in East China, South China, The North China region has always maintained rapid growth. Our products cover sports, leisure shoes and accessories, what makes Hongxing Erke grow rapidly? First of all, let’s talk about our sports marketing. When it comes to sports, everyone thinks of the Olympic Games. When it comes to grabbing Olympic resources, especially the Olympic Games in Beijing, it is embarrassing for domestic brands to appear, because there are giants such as Adidas and Nike abroad. They have already scrambled for most of the Chinese teams. When everyone was targeting the Chinese team, we avoided the frontal conflict and adopted a lateral approach to break through the Olympic battlefield. Hongxing Erke adopted a number of major strategies, respectively. It sponsored the Chinese women's weightlifting team, and reached a global strategic partnership with the North Korean Olympic Committee to officially land on the NBA arena. Hongxing Erke's advertisements can be seen in the teams of Yao Ming and Yi Jianlian. In addition, it has become a sponsor of the La Liga giants and also signed a cooperation agreement with Yahoo Sports, jointly created a short video of the Olympic countdown with CCTV, and told the story of T0 BE NO.1 to the Olympic champion. When the Chinese women's weightlifter got the handkerchief, when the North Korean Olympic delegation brought Hongxing Erke to the Olympic podium, and when the advertising images of Chinese brands appeared for the first time in the NBA and La Liga arenas, Hongxing Erke became the focus of people's attention. It has become one of the Top 500 Asian Brands and the Top 200 Best Brands in Forbes.

Just now, Mr. Li mentioned that no one watches table tennis, but now they are watching tennis. Hongxing Erke is also implementing a network strategy. The development of Chinese tennis has been relatively mature, and the next step will be the investment of capital and breakthrough development. At the same time, Hongxing Erke adopts the method of tactics and investment, the International Women's Tennis Series, and the National Network Management Center to promote the development of tennis. develop. For four consecutive years, it has joined hands with the WTO Guangzhou Women's Tennis Open. In 2007, Hongxing Erke sponsored the International Women's Tennis Series, enhancing the influence of Chinese tennis in the world. In 2008, in Nanjing, Hongxing Erke created its own tennis slogan. The ATP1000 Masters signed a five-year partnership, established cooperation with a number of tennis players, and conducted in-depth exchanges and cooperation discussions with other events of the four major championships.

So more and more foreign brands are rushing for the beach in China, and the domestic market is becoming more and more saturated. Under this circumstance, Hongxing Erke will position the brand as a young, fashionable sunshine and expand its business to the clothing field. Outstanding achievements have been made in foreign markets, including Top 500 Asian Brands and 200 Forbes Asian Brands.

Hongxing Erke adheres to the product research and development concept of human-oriented technology. The products are the first to use environmentally friendly water-based adhesives and antibacterial health materials, and high-end technological elements are injected into the research and development. The product production implements comprehensive quality management, so that the products marked by Hongxing Erke become excellent in quality. A symbol of exquisite craftsmanship, it cost nearly 6 million yuan to introduce a set of human biomechanical equipment from Europe to customize sports equipment that meets the needs of athletes according to their bodies and exercise habits, and it is the first company in the industry to obtain a national The shoe and clothing testing center certified by CNAS is the first enterprise in the industry to obtain environmental protection certification.

In 2005, Hongxing Erke became a member of the British SATRA International Technology Center, which marked that Hongxing Erke's technology and R&D standards were synchronized with the world's top brands. Brand, in 2006, the Shenzhou Xianliang series basketball shoes of Hongxing Erke technology products were collected by the China Aerospace Museum, becoming the only brand in sporting goods that was collected by a national museum.

Our philosophy is to be down-to-earth, to perform extraordinary, to do everything well with a down-to-earth, serious, and not exaggerated spirit, and to perform passion in calm.

In today's extremely fierce competition, people-oriented and emphasizing talents are the key to an enterprise's success in the competition. Spirit, the company has established cooperative relations with many domestic universities, and strives to create a harmonious and upward working environment and working atmosphere for employees.

Take it from the society and use it for the society. Hongxing Erke's new wind is taken from the society, giving back to the efforts of the society, and vigorously supporting education, environmental protection, bondage and other charitable education undertakings. After the Wenchuan earthquake, Hongxing Erke immediately announced a donation of 300 yuan in cash. 10,000 yuan and 3 million yuan in supplies, Hongxing Erke also invested in the Dream Fund College Student Tennis-themed entrepreneurial plan, and planned to implement the 2010 Hongxing Erke Campus Model Contest, giving college students a dream stage.

Hongxing Erke's value is integrity, innovation, synergy and efficiency. Our brand proposition is to move towards the first. Brand is not only a symbolic structure, but also the form and comprehensive reflection of the enterprise's product society. An enterprise is not only a property rights and The cognition of consumers is also the carrier of the interaction between consumers of enterprise products. In the future, Hongxing Erke will be committed to building the first brand based on the concept of TO be NO.1. Thanks!

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