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Hongxing Erke, which has faded out of the public's vision, officially announced its entry into the children's clothing market. Can it be a miracle in the fierce competition?

发布日期: 2019年07月15日 Source: Children's Wear Watch Release Date: July 15, 2019 Baby clothes

On June 26, 2019, in the innovative and enterprising city of Xiamen, Haixi, Hongxing Erke, a well-known Chinese sportswear brand, held a unique product release show and officially announced its entry into the children's apparel market. Industry dealers and media friends from all over the country have witnessed the declaration issued by ERKE KIDS to the market: "Play for real!"

Hongxing Erke named its children's clothing brand as "ERKE KIDS". According to Erke Children's plan, it plans to open 100 high-quality physical stores in major central cities on the second and third tiers of the country by the end of the year.

Hongxing Erke Industrial Co., Ltd. was founded in June 2000 and is headquartered in Xiamen. As a leader among domestic brands, it once sat on an equal footing with Anta, but now Hongxing Erke gradually fades out of people's sight. In these years, what kind of development history has Hongxing Erke experienced? Can the children's industry it now launch be a strong business line?

According to public data, the total population of China in 2018 has approached the 1.4 billion mark, of which the number of children aged 0-16 has increased year by year to 380 million. Compared with the sharp increase in market demand, the development of China's children's clothing can be described as a late start, so it has a great advantage for many companies that have entered or are about to enter the children's clothing market. Around 2010 is an explosive period for children's clothing brands, especially many adult clothing brands have extended to the field of children's clothing. Now ten years have passed. As the children's clothing market is gradually saturated, many companies still join in. Hongxing Erke is one of them.

Criticized for imitation

As foreign brands entered China, many domestic brands began to imitate one after another, but brands such as Anta and Li Ning gradually moved from imitation to transcendence in the later period and gained their own brand style. Products are the core competitiveness of a brand. We must not only maintain strict quality control, but also maintain our own brand style in product design. Facts also show that after years of troughs, Li Ning relied on the rise of the "national tide" and the unique Chinese style design, which allowed "China Li Ning" to gradually go international, while also revitalizing this chess game at home.

Hongxing Erke does not seem to have pinpointed his position in design and style in the past two years. Whether it is Jordan or Adi, Hongxing Erke has more or less similarities with them. Although many domestic brands have the problem of plagiarism, if a company or brand wants to go far, it must still have its own design style, just like Anta and Li Ning. When they are better in design, they have stronger strength.

Focus on overseas markets

China has a large population, rapid economic development, and increased purchasing power per capita, so China is a very broad market. Many foreign luxury brands have come to China to "nuggets" one after another, but as a home-grown domestic sports brand Hongxing Erke has shifted the focus of the market overseas, the majority of specialty stores are abroad, and it is rare in China. Hongxing Erke began to lay out overseas markets around 2005. Through long-term active promotion in tennis and reaching good cooperation with many national Olympic committees, Hongxing Erke's overseas reputation has become increasingly high. In 2012, compared with the domestic market, Hongxingerke's overseas business has grown against the trend, especially in Southeast Asia. Data show that the total amount of its overseas market accounts for 10% of the entire group's sales. Relevant persons pointed out that, as far as domestic domestic brands are concerned, there are only a handful of such "internal and external ratios". But at the same time, Hongxing Erke also lost a vast domestic market.

In contrast, many domestic brands are different, such as Anta, where there are many domestic specialty stores. In the early stage of enterprise development, it has always been based on the domestic market, and later launched a "buy, buy and buy" model, acquiring a large number of overseas brands and improving the brand matrix.

Self-built production base and logistics center

Most domestic apparel companies adopt the "asset-light operation" model, which means that the company has mastered brand building and operation, and the processing and production links are contracted to garment processing factories. But Hongxing Erke is different. It currently has six production bases in Fujian and Sichuan . In 2018, Hongxing Erke invested about 500 million yuan in shoe and clothing production line projects, with the goal of building Hongxing Erke's largest domestic production base. Is the domestic sportswear brand products self-sufficiency rate leading enterprise. Some enterprises are very necessary for asset-heavy operations, such as dairy companies, owning their own ranches, production workshops ... not only can ensure product quality, but also an important condition for consumer trust. However, for a clothing company, there are advantages and disadvantages. It requires a lot of manpower and material resources, but it has a guarantee for the quality and efficiency of the product. At the same time, Hongxing Erke established the first intelligent logistics center in the industry to use the "interconnected, intelligent, green" design concept.

Conjecture about marching into children's clothing

It is reported that the children's industry was first tested online, and its official flagship store, Hongxing Erke, has launched children's clothing and children's shoes and other products. From the flagship store: Hongxing Erke only launched a few children's products, and most of the children's shoes.

According to Cheng Weixiong, a textile and clothing brand management expert and general manager of Shanghai Liangqi Brand Management Co., Ltd., "The purpose of Hongxing Erke's launch of children's clothing is to further diversify its category. The same is true of the Fujian sports group, which is represented by Anta. Forced by helplessness, but there is not much difference in its launched children's product line, the focus on sports and life series is still Zhongtong and Big Kids, and the sports brand and leisure mass brands are in the middle and big children market layout. Too much, the current competitive landscape is fierce, and Hongxing Erke has no advantage in rushing to participate; it is a good idea to try to become a point of performance growth, but in the short term, more than 2-3 years is only an investment, and how much output depends on market user response how is it."

For Hongxing Erke now launching children's clothing, the market voice has been mixed. It's more about whether the timing is right, but no matter what the timing, it's never too late to start now.

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Le Mom

  • (Visitors) 7 days ago

Reply to the topic: “Central suspension without school suspension” was deflected and attracted the public. The Ministry of Education answered questions about the “School suspension without school suspension” related to the postponement of primary and secondary schools.

While asking our parents to return to work, it is homework for various groups in the school. It is a sophomore, Chinese, mathematics, English, music, sports, art, and so many groups. Parents must accompany their children to read and complete the tasks. Then take pictures, videos! Then, parents are back to work. How can these homework be completed? Is it time to return from work? It's really unreasonable. Parents are tired.

Luo Jiahui

  • (Visitors) 7 days ago

Reply to the topic: “Central suspension without school suspension” was deflected and attracted the public. The Ministry of Education answered questions about the “School suspension without school suspension” related to the postponement of primary and secondary schools.

I think the health of students is very important now, especially under the background of this student, there are already a large number of students with myopia. Why does the school education even force students to watch it so that glasses ca n’t work in a day, I I am a senior in high school. I have to stare at the screen for at least four hours a day. The glasses are really tired, and it takes about seven or eight hours a day to do questions on the screen. The glasses are really too high.

Oops

  • (Visitors) 7 days ago

Reply to the topic: “Central suspension without school suspension” was deflected and attracted the public. The Ministry of Education answered questions about the “School suspension without school suspension” related to the postponement of primary and secondary schools.

Teachers, parents, and children all torture each other. Actually, the kindergarten also recorded online lessons. I did n’t think it was necessary for my second grade. The teacher could arrange special homework, copy papers, diary and manual. The damage to the eyes is great, and the loss is worth it.

Yunpiao

  • (Visitors) 7 days ago

Reply to the topic: “Central suspension without school suspension” was deflected and attracted the public. The Ministry of Education answered questions about the “School suspension without school suspension” related to the postponement of primary and secondary schools.

I'm curious. Except for the supplementary classes for the junior high school and high school winter vacation, aren't all the elementary and middle schools yet to start? Generally, it is around February 25 every year. Why are there live lectures everywhere? How are the students' schedules arranged? Looking at parents' phones all day long?

The commoner is far away

  • (Visitors) 7 days ago

Reply to the topic: “Central suspension without school suspension” was deflected and attracted the public. The Ministry of Education answered questions about the “School suspension without school suspension” related to the postponement of primary and secondary schools.

Suspension and non-stop online teaching is to make head decisions, without considering the actual situation of each teacher or student, can it be equipped? Non-graduate classes may be delayed for the summer vacation and shortened.

Live the Royal Sister Rice

  • (Visitors) 8 days ago

Reply to the subject: Wuhan million elementary and middle school students start online classes, unified lessons in the morning, personalized coaching in the afternoon, missed live broadcast can watch video playback

I think this form is very good. In the fifth grade, a class is only about 15 minutes. It is very efficient. Think about how much time you usually waste at school. After listening, the child can rest and do his own work. He finishes his homework at six o'clock, and the evening time is all his own.

Zheng Yu brother

  • (Visitors) 8 days ago

Reply to the topic: Wuhan million elementary and middle school students start online classes, unified lessons in the morning, personalized coaching in the afternoon, missed live lessons, see video playback

It looks like a good thing, but it's impractical to think about it a little more, one without teaching materials, two without teaching participants, three without multimedia courseware, and four without classroom feedback and interaction. How to keep the network unblocked? How to ensure everyone's participation? Does the leader feel that the teacher can talk like a speaker for three hours without stopping? Usually carrying the new curriculum standard with students as the main body of the classroom, at this moment, the teacher sang a monologue.

Worchen

  • (Visitors) 8 days ago

Reply to the topic: Wuhan million elementary and middle school students start online classes, unified lessons in the morning, personalized coaching in the afternoon, missed live lessons, see video playback

This is indeed a new transformation. The teacher did not expect that one day it would become a webcast anchor. Maybe one day, the teaching methods changed due to the virus epidemic in the new hall increased the popularity of online education. In fact, from one aspect, this is also necessary for the progress of the times. School education can also be diversified and adapted to different courses on different platforms.

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