Red Star Keer donates Henan slogan

On July 2 1 day, the sportswear company Hongxing Erke announced that it was concerned about the disaster area through the official Weibo, and Hongxing Erke donated 50 million yuan of materials to help the disaster area in Henan through Zhengzhou Charity Federation and One Foundation. The first batch of materials also arrived in the afternoon.

On July 22, this news was sent to the hot search list by netizens. For no other reason, Red Star Hongxing Erke has gradually faded out of public view in recent years, and even left the impression of "on the verge of bankruptcy" in the hearts of netizens. This time, the aid to Henan is 50 million yuan. How can it not be touching! What's more, there are some enterprises with "better conditions" for comparison, and the pattern is different.

1. "I feel that you are going out of business and have donated so much."

After Red Star Hongxing Erke released a donation to help Sina Weibo, netizens soon heard the news and began to brag about it. The hot search topic of the next day was very sad.

What exactly did the comment say?

"God, I feel that you are going out of business and have donated so much."

"I'm so sad, I didn't even open a Weibo member."

"How many pairs of 50 million shoes do you want to sell?"

The netizen's emotional ability is really strong! Moved, we found that Hongxing Erke, a member of Weibo, was upgraded to vip6 with the enthusiastic help of netizens, and its membership expired on April 2 140+08.

1 19! Directly expressed the best wishes of netizens to the red star Hongxing Erke. Red Star Hongxing Erke responded that "I am determined to become a century-old brand, otherwise I am sorry for the members sent by netizens."

On July 23, the topic of # Red Star Hongxing Erke Live Room Explosion # once again boarded the hot search. It turned out that netizens rushed into the live broadcast room of Red Star Hongxing Erke to shop.

The funny thing is that the anchor reminds everyone to spend rationally. Consumers who like to buy again are "carried away" by love, but they shout: "Crazy consumption!" "Post the most expensive money!" However, the most expensive one is only 200 yuan.

There are really too many similar interesting stories, which are both sad and happy, revealing the intimacy of domestic brands.

2. Is it really going out of business?

Is Red Star Hongxing Erke really going out of business? The concerns of netizens have some truth.

According to the financial report of Red Star Hongxing Erke in 2020, the income of Red Star Hongxing Erke is 2.843 billion yuan, but the net profit is-220 million yuan. Compared with the revenue of similar enterprises, it is not as good as Li Ning's 1/5 and Anta's 1%, which is really not optimistic.

Red Star Hongxing Erke is the first sports brand listed overseas in China. At that time, the slogan "Red Star Hongxing Erke, Became 1" was repeatedly played on TV and became a household name.

In 2005, Red Star Hongxing Erke successfully went public and ushered in a highlight moment. The turnover increased from the initial 65.438 billion yuan to 600 million yuan in 2005, and then to 2.8 billion yuan in 2008.

However, it is reported that the shipment forecast of Red Star Hongxing Erke in 2008 was too high, which directly led to its "destocking" process throughout 2009. The data shows that the company's sales in that year were only 65.438+99.9 million yuan, down 30.8% year-on-year.

After experiencing the pain of "destocking", Red Star Hongxing Erke began to expand on a large scale. Since then, the number of Hongxing Hongxing Erke stores has increased rapidly. So far, there are more than 7,000 brand stores in the world, and more are located in second-and third-tier cities.

During this period, the development of Red Star Hongxing Erke in the secondary market was pressed the pause button. It is understood that since February 28th, 200011,Red Star Hongxing Erke has suspended trading due to the inflated cash and bank deposits of110.50 billion yuan due to the financial data of 200010, and has not yet started trading.

At the same time, domestic brands are welcoming the golden age, as well as Anta, Xtep, 36 1, Peak and so on. Listed in Hong Kong stocks.

In addition, Red Star Hongxing Erke seems to have faded out of the market topic for many years due to the impact of international brands such as Adi and Nike and domestic leisure clothing series such as Li Ning, as well as the unclear positioning of its own brand, the lack of new ideas in marketing and the gradual aging of its brand.

So, what has Red Star Hongxing Erke been doing in recent years?

In 2020, Red Star Hongxing Erke released a brand marketing strategy that emphasized the channel sinking mode of "strengthening the county level and improving the prefecture level", and took out a subsidy of 500 million yuan to support dealers. It seems to be aimed at the positioning of low-tier cities and the re-popularization of the direction of channel sinking. According to its official website, most of the shoes currently on sale are around 100-200 yuan, and the product pricing is low.

However, the mode of "high-profile work and low-key publicity" did not bring much motivation to Red Star Hongxing Erke. The reality is that in 20021year, the pre-sale turnover of Guo Chao sports brands increased by more than 500% year-on-year, while the top five brands were Anta, Li Ning, Peak, Xtep and 36 1, and the red star Hongxing Erke disappeared.

3. Deeply cultivate the brand, "Your blessing is behind"

Wu Zhaorong once said: "Without a brand, there is no right to speak. This kind of taste is really uncomfortable, which has strengthened my determination to lead the transformation and upgrading of enterprises and build independent brands. "

It can be said that this donation activity is an excellent opportunity to build a brand. Under the exposure of strong traffic, it is no accident that we gradually see that Red Star Hongxing Erke has gained a big wave of goodwill in one fell swoop.

In March this year, after the outbreak of the cotton incident in Xinjiang, Hongxing Erke, a low-key red star, put a high-profile big-screen advertisement in high-speed railway station Airport to support Xinjiang cotton. On its red poster, the slogan "Cotton is soft, China is hard" is printed in big letters.

In this charity action to help Henan, we also heard a short story. It turned out that the warehouse of Hongxing Hongxing Erke was flooded at the beginning of its opening, and the flood washed away the inventory, because "I was caught in the rain, so I wanted to hold an umbrella for others".

In this regard, netizens once again sent the simplest, simple but practical blessing.

202 1, sincerity and feelings are still there, which is really gratifying.

But the most important thing for enterprises is the product and the brand itself. Netizens also sincerely hope that Red Star Hongxing Erke can seize this opportunity, make more efforts in appearance, product promotion and brand added value, and become a veritable national brand.

After all, the love and hate on the internet is in an instant, and the temporary "doting" can't explain anything. Its excellent strength is the real life-saving symbol of the enterprise.