July 22 news, July 17, WTA (International Women's Professional Tennis Federation) year-end final global press conference was held in Shenzhen. It is worth noting that the sports brand hongxingerke has become the official sponsor and the only designated cooperative brand of sportswear for the 2019 Shenzhen WTA final, providing professional tennis equipment for the event. According to the reporter of China business daily, compared with Anta and Tebu, which are also from Jinjiang, Fujian Province, hongxingerke has gradually faded out of the consumer's attention in recent years due to unclear brand positioning and lack of innovation in marketing.

　　Brand positioning is not clear enough
It is reported that since 2005, the hongxingerke brand has sponsored domestic and foreign tennis events, successively cooperated with Shanghai atp1000 masters, China open, WTA Istanbul final and other famous events, which shows that it has long been positioned in the tennis market.
In addition, on June 26 this year, hongxingerke held a product release show in Xiamen, officially announcing its entry into the children's clothing market.
So, is hongxingerke's brand positioning a tennis market or a children's wear market? The relevant person in charge of hongxingerke's investment promotion department admits that hongxingerke's market is mainly in the third and fourth tier cities. In recent years, he wants to enter the tennis market, but has achieved little, so he decided to enter the children's wear market this year.
Compared with hongxingerke's left and right swing in brand positioning, Anta and Tebu, both of which belong to Jinjiang department, have already completed their brand positioning. According to the reporter of China business daily, Anta has become the third largest sports brand in the world. In addition to its own brand, Anta has also acquired high-end sports fashion brand Feile and high-end outdoor brand Archaeopteryx. From the perspective of Anta's brand layout, it is located in the comprehensive sports market; tebuk has been committed to sponsoring marathon events, and has reached a cooperation with the running shoes brand, Saint Connie, to continue to work in the running shoes market.
Hongxingerke has gradually faded out of the public's attention in recent years, mainly because of the slow transformation, an expert from the China Garment Association, who declined to be named, told reporters. When other sports brands have begun to reshape their brands, hongxingerke fails to adjust its strategy in time according to market changes, has insufficient insight into the consumer market, and has some biases in judging the trend of sports goods industry.
In addition, the above experts believe that children's wear market is relatively new to hongxingerke. Moreover, judging from the current situation, children's wear market has a huge competitive pressure, whether to boost performance by this still needs market test.
Lu Xiaohu, vice president of hongxingerke, also admitted in an interview that the brand power of hongxingerke is insufficient. He said that hongxingerke has realized that to make consumers loyal forever, we need to learn to update and iterate by ourselves and keep up with the changes of the times.
Lack of new ideas in marketing
According to the reporter of China business daily, sports brands usually expand their influence by sponsoring sports events, including hongxingerke. Sponsoring WTA year-end finals is a good marketing way.
However, according to the experts interviewed above, at present, hongxingerke focuses on the third and fourth tier cities, and how familiar the consumers in these cities are with tennis, how many consumers will watch the game, and how the effect of marketing will be, these issues need further discussion.
In addition, the experts said that in order to attract young consumers, sports brands will also sign up for stars, launch joint brands, limited edition shoes and other ways. According to the reporter, Anta launched the basketball shoe kt4 "reward" in July this year. This shoe is jointly launched by Anta NBA spokesperson clay Thompson and his team. The price is 999 yuan. According to several media reports, the shoe was snapped up by fans after it was released.
In fact, as early as March last year, Anta KT3 Rocco launched in a trendy shoe store in San Francisco, the US. The shoe features clay Thompson's pet dog as a design element, which caused consumers to rush to buy.
Different from Anta, tebuk mainly entered the young consumer market by inviting entertainment stars to speak for it and naming variety shows. In 2017, tebuk invited stars such as Zhao Liying and Lin Xin as spokesmen. Last year, tebuk cooperated with iqiyi to become the official designated sports brand of the second season of China new rap.
Hongxingerke is obviously a big step behind in marketing. According to the relevant information, last year's entertainment stars invited by hongxingerke include Zhang Binbin and Tuesday Ke, the anchorman of the live platform fish fighting, both of whom have limited popularity. In addition, hongxingerke once landed in Xiamen fashion week last year and launched "Yinin series" national fashion products, but it did not cause strong repercussions among consumers.
As for how to build hongxingerke's brand and how to carry out a new round of marketing for young consumers, the reporter of China business daily contacted the relevant person in charge of hongxingerke, but up to the time of publication, no reply had been received.
According to the experts interviewed above, as a sportswear brand, hongxingerke needs to carry out differentiated marketing, and at the same time of event marketing, it also needs to be good at creating "pop-up" items, so as to attract consumers' attention again.