Donate 100 million yuan and then go to the hot searches for Hongxing Erk or "path dependence", how to break through

The domestic brand Hongxing Erk has redeemed the heat of the donation.

A few days ago, the topic of "Hongxingrke donated another 100 million" topped the top of Weibo. This time Hongxingrke donated 100 million yuan to the Fujian Provincial Disabled Welfare Foundation. On the same day, nearly 170,000 people in the Taobao live broadcast room of Hongxingrke; Douyin's "Sports Outdoor" category live room, Hongxingrke had three matrix numbers in the top five of the sales list.

Judging from the special incidents of donations, when the public welfare aura fads, where is the future way out of the domestic sports brand represented by Hongxingrk?

Frequent hot search for righteous donations

Domestic sports brand Hongxing Erk announced in the live broadcast of "Thanksgiving Growth Day" recently held that it donated 100 million yuan to the Fujian Provincial Disabled Welfare Foundation to help difficult disabled groups and families improve the quality of life. At the same time, the official WeChat official WeChat of the Disabled Personal Welfare Foundation of Fujian Province, the donated party, stated that Hongxing Erk solemnly promised to donate a total of 100 million yuan of supplies and good funds, and set up a "Hongxing You Aisuke and Disabled Pass" project.

In fact, this is not the first time that Hongxingrke rushed to hot search for donations.

Hongxingrk was listed in Singapore in 2005 and was expelled in 2020. Public data shows that the company's revenue in 2020 was 2.843 billion yuan, and its net profit loss was 220 million yuan. In the context of "giant losses", Hongxingrke "shot". In July 2021, Hongxing Erk donated 50 million yuan of materials to Henan Zhengzhou "July 20" in the "July 20th" storm. Hongxing Erk's 1 million yuan donation will be used for the post -disaster reconstruction work of the hospital. Since then, Hongxing Erk has donated to Shanxi, Quanzhou and other places.

Hongxing Erk's heroic public welfare behavior turned red. Many netizens were moved by Hongxingrke, who was hovering on the edge of the closure, and was moved by the "bankruptcy donation" behavior. They played wild consumer dramas, and their offline stores and live rooms were snapped up. Data show that from July 15th to 21st, 2021, Hongxingrk announced that one week before the donation of 50 million yuan, on the Taobao live broadcast platform, its official flagship store live broadcast room was less than 10,000 daily; The number of viewers in the live broadcast room exceeded 2 million; on July 23, the number of viewers had nearly 9 million, as high as 8.826 million; in the early morning of July 23, Wu Rongzhao, president of Hongxingrk, rushed to the live broadcast room to persuade everyone to consume rationally.

According to Cheng Weixiong, an independent analyst of the shoe and clothing industry, Hongxingerk donations and donations are worthy of recognition. It not only implements corporate social responsibility, but also enhances the brand's reputation. "After the donation of Hongxingrke last year, consumers have doubled enthusiastically and even wild consumption. The incident is also a turning point for Hongxingrke." Cheng Weixiong said.

Wild consumption boom is difficult to reproduce

After a year, Hongxing Erk re -boarded the hot search with donations, but after the impulse of consumers' wild consumption, he was also returning to rationality.

The third -party data platform shows that after the donation, the vibrato account of the Hongxingerk brand official flagship store ushered in a wave of fan growth from July 31st to August 1st: 12,369 fans were added on July 31, August 1 New fans are added to 30,819. However, from the perspective of live sales, a large number of netizens poured into the live room from July 31st to August 1st, and only 1.46 million yuan and less than 1.7 million yuan were sold. Compared with the release effect after donating Zhengzhou last year, the gap is obvious. This means that the donation did bring a wave of traffic to Hongxingrk, but it failed to stimulate a lot of consumption.

After wild consumption, consumers have gradually returned to rationality. According to Flying Gourd Data, starting from August 2021, the live data of the Douyin account "Hongxingrk Brand Official Flagship Store" has fallen, and it has fallen, and it drops more than 10,000 powder every day. The weakened traffic is directly reflected in the sales data. In August 2021, the official account of Hongxingrke was estimated to be about 39.7 million yuan, which was only 1/3 of July 2021. In the next half of the year, the single month GMV of the account never exceeded 20 million yuan.

"Hongxing Erk's donation circle is not a marketing strategy that has too many effectiveness and benign. It is impossible to establish its own brand influence, and it is impossible for clothing companies to improve their competitiveness and profitability because of this. . "Professional investor Cheng Yu pointed out in an interview with the China Urban Daily that the foundation of clothing brands is quality. Therefore, as a sports clothing brand, Hongxing Erk must improve its product quality on the one hand, and on the other hand, it must have a solid and systematic marketing strategy. "Marketing strategy is not to rely on short -term speculation such as donations, but to respect the basic characteristics of the clothing industry and product marketing, and do things in accordance with the law." Cheng Yu said.

Jiang Han, a senior researcher at Pangu Think Tank, bluntly stated that under his own business performance and business profits, he was not particularly good. He was also willing to take out so much money to support charity. From this point of view, Hongxingrke was still commendable. However, in the future, Hongxingrke may have entered a state of path dependence. Due to donations, consumers consume a lot of consumption and are willing to make more capital investment in charity in similar circumstances. This is also one of the common ideas for enterprises to make decisions and marketing choices. Therefore, from the current perspective, this choice of Hongxingrke is at least an inevitable consideration in its marketing strategy.

It is necessary to optimize the brand to improve the quality

Hongxing Erk was founded in June 2000 and had a high time.

China City Daily reporters sorted out Hongxingrk's previous financial report and found that in the 2005 listing stage, its revenue was even 299 million yuan higher than Anta, which was 899 million yuan. However, the latter began to overtake in 2007. In the past 10 years, Hongxing Erk's sales performance has been hovering in more than 1 billion to more than 2 billion yuan, but other domestic sports brands such as Li Ning and Anta have already exceeded 10 billion yuan. In October 2020, after 9 years of suspension of trading and 10 consecutive years, Hongxing Erk was delisted from the Singapore Certificate Exchange.

After Hongxing Erk became popular last year, he also adjusted his business strategy. In November 2021, Hongxingrk announced that it was built in Shangqiu, Henan; two months later, Hongxingrk's Xinjiang Yuantian clothing production base was completed.

At the same time, Hongxing Erk also launched an attack on first -tier and second -tier cities to upgrade the brand image by launching the Xingchuang Concept Store to cater to the consumer of Gen Z. 2021 10

On the 1st, Hongxing Erk took the lead in the first batch of starring concept stores in Changsha, Shenzhen, and Fuzhou, and then gradually expanded to other cities. On July 30 this year, Hongxing Erk's first Star Chuang concept store opened in Fengtai District. At present, Hongxing Erk has opened 16 Star Star Stores in 14 cities such as Beijing, Guangzhou, Hefei, and Changsha. In terms of products, Hongxing Erk worked hard to move closer to young people, and launched joint products with "Fox Demon Little Mine", "Glory of the King", and Sanxingdui Museum.

In an interview with the CEO of Shenzhen Siqisheng Culture Communication Co., Ltd., Wu Yanqi said that as a sportswear brand who wants to take young people as the target, Hongxing Erk also needs to work hard in the brand, especially product design, from logo The styles of clothing and shoes need to be greaterly improved in terms of design sense and improve the face value. At the same time, its product line is at a low price and lacks advantages in future competition, that is, it is impossible to better expand space to improve consumer experience and marketing activities. These problems need to be resolved.

"Hongxingrke wants to be among the first -tier brands, and still needs to go hand in hand in terms of brands, products, channels and other aspects." Cheng Weixiong told China City News reporters that at present, local head sports brands such as Anta in Anta The layout of Anta's main brand has achieved great achievements, so as to open the gap between competitive products.

In fact, in recent years, the "Gen Z" people have gradually become the backbone of the consumer market. This generation is more confident and is more inclined to domestic brand brands in consumer behavior. This is the foundation of the national tide.

Nowadays, in consumer goods such as mobile phones, cars, beauty, and sportswear, the phenomenon of international brand regression has emerged. Although domestic goods have attracted attention and favor, the phenomenon of "applauding" still exists. This also plagues some domestic products brands, how to break through the bottleneck as its current focus.

Cheng Weixiong pointed out that the dilemma of domestic brands lies in the homogeneity of product products, and the gap between product development and international brands is obvious; the opportunity lies in the rise of the domestic sports market, and there is still much room for mid -to -high -end brands and categories.

For consumers, experience is undoubtedly the most important. It is reported that at present, the technological innovation of sports shoes has made rapid progress, and behind the various practical effects of breathable, shock absorption, wear resistance, light quality, and lasting, technological innovation and application requires technology innovation and application. Senior buyer Fang Tong told the China City Daily reporter that if any technology has a short board, the practicality of its products must not be inspected by consumers, nor can it continue to sell well in the market. Therefore, if domestic goods want to achieve breakout and transcendence, it is still inseparable from the empowerment of science and technology.

■ China City News Reporter: Zhang Yaxin

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