Focus On New Quality Productivity! National Brand Hongxingerke Was Born For The National Movement

The "hot and hot" consumption data of the Spring Festival in the Year of the Dragon shows the vitality of China's economy to the outside world, and also shows the growing high-quality consumption demand of Chinese consumers. In the context of changing consumption patterns, cultivating and developing new quality productivity has become the key to achieve industrial upgrading in many fields and better meet market demand, including Sports brand Domain.

In the past year, China has successfully held major sports events such as the Chengdu Universiade and the Hangzhou Asian Games. These events not only show the world China's booming sports cause, but also set off waves of "fitness for all" fever in the whole society. At the same time, with the popularity of village BA, marathon and other folk sports events, "Hangzhou Asian Games" and "Village Supermarket" were included in the annual top ten catchwords list released by the "Chinese Inventory 2023" activity, which made the outside world intuitively feel the great enthusiasm and concern of the people for "fitness for all".

▲ On July 29, 2023, the "Village Super" finals will be held at night. (Xinhua News Agency)

With the promotion of sports events and the upsurge of nationwide fitness, sports are now not only a means of strengthening the body, but also a way of life for ordinary people. What follows is the growing demand for sports consumption.

Taking Chengdu, which just hosted the Universiade, as an example, according to the British event insider website, the total scale of sports consumption in Chengdu will be 57.86 billion yuan in 2022, and the total scale of sports industry in Chengdu will reach 100.5 billion yuan in the same year. According to another The 6th Advanced Expo According to the 2023 Chinese Consumer Insight and 2024 Outlook released on, consumers aged 18 to 34 are willing to spend 18% of their disposable income on fitness in 2024. The China Urban Sports Consumption Report also shows that as one of the world's largest sports leisure consumption markets, China's sports consumption is expected to grow to 2.8 trillion yuan in 2025.

As for the consumption trend of citizens, the Wall Street Journal website pointed out in a report earlier that Chinese buyers are increasingly turning to local brands. This also includes sports brands. According to the report, on the one hand, Chinese buyers support their own brands out of national pride, and on the other hand, they feel that the quality of Chinese goods is comparable to that of Western brands, or even better.

In addition, many local Sports brand It will also create products tailored for local consumers, such as sports shoes that are more suitable for Chinese feet, and clothing products that are more rich in Chinese culture. "The price is close to people, the comfort is good, and the design is also very fashionable", which is why many consumers are increasingly inclined to choose domestic sports equipment.

This shift of consumers reflects the efforts and achievements of Chinese local sports brands. In recent years, Chinese sports brands represented by Hongxing Erke are continuously improving quality, design and sales skills through innovation and transformation, ingeniously catering to changing consumer tastes and building brand confidence for Chinese people. While serving the public better, they are also empowering the development of the sports industry, contributing to the national sports cause, building a strong brand and building a healthy China.

▲ Focusing on new quality productivity, Hongxing Erke released a new strategy of "born for the national movement". The picture shows Hongxing Erke production workshop.

The growing demand for national sports and the desire for a healthy life have brought unprecedented opportunities as well as greater challenges to the Chinese sports brand. At the same time, the national goal of "vigorously promoting the construction of modern industrial system and accelerating the development of new quality productivity" also puts forward higher requirements for domestic brands.

How to do it? As one of the representatives of the national sports brand, on March 3, Hung Sing Erke released a new strategy of "born for the national sports" on its annual 303 Sports Science and Technology Day, demonstrating the determination and active exploration of the national sports brand to promote high-quality development by developing new quality productivity and better meet the needs of the national sports.

Go both ways with consumers, "born for the national movement"

According to the website of the Wall Street Journal of the United States, in recent years, Chinese consumers are increasingly choosing Chinese products when shopping, partly because more and more Chinese brands incorporate Chinese cultural elements into product design.

▲ Handbag with the theme of the Year of the Dragon shot in Haikou International Duty Free City on February 1 (Xinhua News Agency)

Under the background of foreign well-known brands joining the competition of "domestic products", how can local sports brands maintain and expand their own advantages to drive domestic products to continue to rise? The brand new strategy of "born for the national movement" is a new answer given by Hongxingerke.

As for the connotation of this brand strategy, Wu Rongzhao, chairman of Hongxingerke, said, "How to improve the brand and upgrade the product can better meet the needs of the national movement, which is a topic we have talked about a lot". "Living for the National Sports" is not only Hongxingerke's original intention to help the national sports and protect the national health for 24 years, but also the practice to help the high-quality development of national sports. It is not only a brand new strategy, but also the starting point and foothold of products and services.

Wu Rongzhao said that in the past, Hung Sing Erke had made achievements and new breakthroughs "in the demand and insight of national daily sports", in the co creation with sports fans and athletes, and in the continuous deepening of scientific and technological innovation and service for runners. In the future, according to the strategy of "living for the national sports", we will continue to adhere to the national sports demand as the core, adhere to the innovation gene, lead by scientific and technological innovation, comprehensively layout the national product matrix on the basis of professional sports lines, and strive to create and upgrade products from the aspects of more professional, more comfortable, higher appearance and other key needs, so as to provide more yuan, more intimate More warm professional services, truly realizing "national brand is national".

▲ The scene of Hongxing Erke 303 Sports Science and Technology Day

"Never stop the pace of exploration and progress, firmly go hand in hand with consumers and grow together", which is Hongxingerke's insistence. "Living for national sports" conveys Hongxingerke's strategic determination to maintain its professional sports brand and the important concept of firm sustainable development, and also shows its perseverance and determination to focus on sports technology, provide professional comfortable sports equipment for the people, and further cultivate in the sports manufacturing industry.

Walk with professional technology to build the cornerstone of sports brand

If the trend is the east wind that boosts the Chinese sports brand's voyage, then expertise and technology are the cornerstone of its resistance to wind and waves in the ever-changing market.

The website of El Pais believes that the value of brands will be improved according to the information they generate, the experience of users when consuming their products or services (positive or negative), the advertisements they put in or the people related to them. Among them, the experience of users when consuming their products or services is particularly important. As a domestic sports brand, only by constantly improving its product technology and professionalism, and bringing superior experience to consumers, can we retain consumers with hard power and improve its brand value in the changing trend.

The new brand strategy means a comprehensive upgrade of the brand, products and services. The basis of its upgrading is mainly from the subdivision of user needs, use scenarios and population, innovative research and development of product quality, functions and design, and the continuous breakthrough of technical barriers - these are also the "hard work" of sports brands.

Taking Hongxingerke as an example, the technical research and development of each sport piece can not be separated from its precise grasp of the national sport demand. From insight into the public sports scene in the park, to professional data research, we found that the top 10 running scenes in the country are all parks, and then concentrated on the successful development and launch of the industry's first park running shoes with the park scene as the positioning, to solve the problem of changing road conditions in the park scene, To meet the needs of a variety of people in the park for a variety of sports... Hung Sing Erke, the pioneer of running shoes in the park, is precisely focusing on the needs of national daily sports, creating a stable line product represented by the park scene, and launching a park running shoes matrix with comfort, safety, and protection as its core functions.

Not only that, in order to meet the equipment needs of runners under different road conditions, on the speed line matrix represented by the road running scene, while continuously iterating its Zhijing series, Juechen series, Jifeng series and other products, Hongxingerke also strives to constantly create advanced equipment for national sports, such as launching a new flagship competitive product - Zhijing PRO.

In addition, Hon Sing Erke has also continued to increase the research and development of functional fabrics, and launched professional fabric technology that includes safety, comfort, lightweight, environmental protection and renewable. Its world record "Polar Cloud Ice Cotton" ice feeling T-shirt was also officially introduced to the public.

▲ The scene of Hongxing Erke 303 Sports Science and Technology Day

Scientific and technological innovation is the core element of developing new quality productivity. Hongxing Erke's new strategic upgrade of "born for national sports" is just a powerful exploration of Chinese sports brands in the field of sports industry to promote the high-quality development of brands and industries through the development of new quality productivity, which not only reflects its goal of constantly strengthening its own hard power, but also is committed to creating more innovative and subversive products for the people, As Wu Rongzhao said, "I hope Hongxing Erke's products are not only a pair of shoes and clothes, but also represent Hongxing Erke's attitude and original intention to serve the national movement."

Resonance with national development and fulfillment of national brand responsibility

The website of Hong Kong's Ming Pao said last September that the Hangzhou Asian Games hosted by China provided valuable experience for the development of sports in various countries. As the host country, China still has a long way to go from a sports power to a sports power. To comprehensively improve the level of national physical education, strengthen the development of sports industry and the construction of modern sports theory system will be the important task for China to achieve the goal of becoming a sports power.

As far as the domestic sports brand is concerned, it involves manufacturing, sports industry, health industry and other fields. Actively responding to national policies, making self development resonate with the development of the country and the nation at the same frequency, and taking building national brand pride and confidence, and assisting industrial and social development as the key points of brand development is an important way for Chinese brands to maintain vitality and competitiveness, as well as a social responsibility.

▲ The scene of Hongxing Erke 303 Sports Science and Technology Day

At the press conference on March 3, Wu Rongzhao said that, Erke As a staunch supporter and practitioner of the strategy of sports power and healthy China, under the brand strategy of "living for national sports", we will also comprehensively improve the national sports service system, launch the "national sports assistance plan", rely on provincial and municipal road running associations, launch national sports classes in more than 50 cities across the country, and establish a national sports coach team, Through professional skills and training guidance, help national runners provide personalized sports training programs, and create a national sports ecosystem integrating shopping, experience, social interaction and service for Chinese sports. At the same time, "Hongxing Bureau" will continue to be implemented to help the development of campus sports.

Wu Rongzhao believes that the transformation from a "sports power" to a "sports power" is a new orientation given to China's sports cause in the new era and a new mission given to sports brands.

"The four words' national brand 'are not only a heavy responsibility, but also a driving force for the brand to continue to make progress!" said Wu Rongzhao. (Wen/Wen Feng)