From shoe to apparel brand Hongxing Erke innovative fearless challenge
In the past 10 years, for many sports brands in Quanzhou experienced a "metamorphosis" process, they from the international brand foundry to create its own brand, from small workshop-style processing enterprises to grow into a listed company, from the brand Unusual to become China's top 500 brand enterprises. For these Quanzhou enterprises, this is absolutely "spring" like 10 years. As one of the many sports enterprises in Quanzhou, Hongxingke Accompanied by this "spring" and gradually grow and develop, but also compose a down-to-earth, into a unique chapter.
Hongxing Erke innovative fearless challenge
However, "Spring" is not always there and "Winter" will eventually come. After the 2008 Beijing Olympic Games, the sports apparel industry experienced a "bottleneck" of development after a sharp expansion. As the global economic recession and consumer preferences began to change, the overall growth rate of the sports apparel industry slowed down rapidly. Compared to the sluggish sportswear, casual wear market still maintained good growth. According to the data provided by the China National Garment Association, the casual wear market is growing at an annual rate of more than 30%. The entire apparel industry is about 20%. Casual wear is the fastest growing branch in the apparel industry. One has joined many well-known sports agents, Mr. Chen told reporters, "Sports shoes brand over the years, the style of clothes is almost static, more and more difficult to meet the current young people on the pursuit of fashion and personality." In the large Mr. Wang, who is in charge of sports brand counters at the mall, agrees with this view: "Whether for shoes or clothing, the habit of these brands is to make a fuss about their functions. In fact, the promotion of sales volume is not obvious. If the energy can be distributed to the products The appearance of the degree of fashion, should be better. "
National brand of sports started
In a large number of sports brands are still keen on sports marketing, trying to grab by swagger to snatch the Olympic resources in London, sports clothing brand to seize the rare last straw, Erke has switched to more partial fashion casual style products, quietly to casual wear Brand transformation. Obviously, this national brand started with sports has keenly "sniffed" it from the development of the industry to the change of the market trend. In the face of the next 10 years, they put forward the grand vision of "building a leading global apparel brand" as early as several years ago, putting their eyes on the broader field of apparel. According to reporter observation found that in the past two years, Erke Erke from the terminal to the product did a lot of changes, less exercise power and speed rendering, more fashion, casual feeling. Especially the main push this summer, "Collar T", it is to give up the usual theme of sports apparel series, instead embarked on the category of leisure apparel brand marketing.
However, the transition is not accomplished overnight, this time is not the best time to enter casual wear? When Smith Barney MTEE, Uniqlo UT and other T-shirts have been in the market each occupy a certain share, the formation of a certain market "barriers", Hongxing Erke micro-collar T what advantage with shoulder? Consumers can buy it? In this regard, Hongxing Erke stakeholders said that with Smith Barney, UNIQLO introduced round neck T compared to micro-collar T from the physical properties of the introduction of a "collar T" to achieve product differentiation, from the emotional appeal is also in line with The target consumer group pursuit of wild and desire to publicize the psychological characteristics of self-personality, from the market performance point of view, this product is also popular with young people, for the future of Hongxingke introduced another new product provides a good experience, but also enhance the team confidence.
Although it is still a long time going by products to reverse consumers' impression of Hong Kong's sports apparel brands that have been building up over the years, innovation is the only way for Chinese private enterprises that have grown up in the "wilderness" to seek breakthroughs in transition. selected. With the rise of the Chinese brand in the global territory, the manufacturing of China to create a transition is the only way for Chinese private-owned enterprises. On this road, they rely on an "innovative" spirit that they will never give up. Have the courage to be willing to create a second brilliant. We look forward to the next "spring" coming soon.
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