At the just concluded China International Fashion Week, an exhibition called "Hongyao China" made Hongxingerke's name the focus. With its unique design concept and corporate culture, this Guochao brand, which has a history of more than 20 years, has interpreted the perfect combination of Chinese traditional art and new technology to the world.
ERKE was founded in June 2000 and headquartered in Xiamen, Fujian Province. After more than 20 years of development, it has grown into a large sportswear enterprise integrating R&D, production and sales. Up to now, Hongxingerke has more than 7000 stores in the world, and its products are sold to countries and regions in Europe, Southeast Asia, the Middle East, North and South America, Africa and other countries and regions. Hongxingerke has exclusive trademark rights in more than 100 countries around the world.
In the past few years, Hon Sing Erke has been more and more popular among consumers, which is closely related to Hon Sing Erke's deep cultivation and continuous efforts in three aspects of "product strength, user operation, and digital construction". As Luo Zhen, the user operation director of Hongxing Erke, said, "Today's consumers will no longer blindly pursue high or low price products, and the factors affected by price will become smaller. More people care about product experience and services, and more pursue internal self satisfaction."
1、 Continuous innovation, perfect combination of the beauty of national style and new technology
On September 15, in the "Hongyao China" exhibition of China International Fashion Week, Hongxingerke incorporated his insight into fashion and respect for Chinese traditional culture into the imagination of sports, showing a unique fashion charm. The Chinese spirit was awakened by the sweeping Chinese elements, and Hong Xingerke's products were displayed to the audience with dozens of different national fashion designs. These designs not only reflect the style of fashion sports, but also lose the heritage of Chinese traditional culture.
Before that, Hongxingerke had cooperated with Henan Museum, Sanxingdui Museum, China Aerospace and other institutions to jointly inherit and promote Chinese traditional culture. This integration has not only enhanced the image and value of the brand, but also enhanced consumers' sense of identity and loyalty to the brand.
In addition to pursuing excellence in design, Hung Sing Erke has also continued to upgrade its strategy of new domestic products based on science and technology. It has successfully built three unique technology platforms, namely, strange bombs, ghost bombs and energy bombs. It has built its product force with new technology, new materials and new processes, and has successively launched explosive products such as strange bombs, Juechen, Zhijing, etc. The launch of these high-tech products not only improved the product quality and use experience of Hongxingerke, but also met the growing demand of consumers.
In addition to breakthroughs in science and technology, Hongxingerke also focuses on the application of new processes. By using 3D printing technology, Hongxingerke has realized more refined design of shoes. This new process makes the silhouette of the shoes more ergonomic and more comfortable to wear. At the same time, 3D printing technology can also be customized according to consumers' personalized needs to meet consumers' needs for personalized products.
Hongxing Erke also actively explores new areas in product research and development. For example, it recently launched a sneaker that uses nanotechnology. This shoe adopts a nano waterproof coating, which can effectively prevent water and stains, while maintaining the breathability of the shoe. The application of this new technology not only makes sports shoes more fashionable in appearance, but also makes them more practical.
In product research and development, we constantly pursue new exploration, continue to integrate the world's most cutting-edge new technologies into Chinese traditional aesthetics, and meet the needs and expectations of consumers by constantly upgrading and optimizing product lines. With the launch of these high-tech products, Hongxingerke has gradually led the trend and development direction of the sports equipment industry. Luo Zhen believes that in the process of brand advancement, only "new" can not be broken, and continuous innovation can remain in the minds of users.
2、 Use digital tools as bearings to create flywheel effect for user assets
While the product strength continues to improve, Hongxingerke also defines digitalization as one of the company's core strategies. Luo Zhen believes that user assets are the core resources of the company. Based on this, Hongxingerke has cooperated with the digital service provider Weimeng to gradually build a middle platform for private domain operations. With the help of this middle platform, a number of digital platforms and tools, such as member systems, small program stores, offline POS systems, and enterprise WeChat, have been connected in series.
Through these tools and platforms, Hongxingerke has realized the digital upgrading of its stores, making the shopping guide maintenance more simple and efficient. At the same time, based on multiple dimensions such as members' behavior, members' portraits, and members' life cycle, Hongxing Erke has also developed BI reports for different levels internally to help branch companies and terminal business work.
Since the strategic cooperation with Weimeng in 2019, Hongxingerke has successfully built a bridge between offline physical stores and online cloud stores by making full use of the advantages of Weimeng's smart retail. Weimeng's digital capability of smart retail helped Hongxingerke realize Online and offline Integration breaks the traditional retail model of physical stores and brings consumers a more convenient and personalized shopping experience.
At present, Hongxing Erke online cloud stores meet the personalized needs of consumers in different regions for online shopping, provide online shopping channels for offline stock users, and realize the incremental operation of offline stores in the scenarios of closing and leaving stores.
According to Luo Zhen, cloud stores mainly deliver goods from stores and share the inventory of multiple stores. This mode guarantees the width and depth of goods to a large extent, so that consumers who cannot reach the store or do not select the right products from offline stores can shop through the cloud store to ensure that consumers enjoy the same after-sales service as the store to ensure a good shopping experience.
Good tools, but also good strategies. When talking about digital marketing, Luo Zhen said: "Consumers are immune to marketing campaigns, and more care about trust and service. The relationship between consumers and brands is no longer a one-time transaction, but needs to build a relationship of lasting trust." The core of this relationship is to provide refined and personalized services, rather than simply buying. For this reason, shopping guides need to improve their work efficiency through digital tools, link with consumers through different channels, and provide personalized services for consumers with labels, groups and marketing tools through friend circles, enterprise micro chat and other channels.
As a typical case of sports brands in the new retail field, the cooperation between Hongxingerke and Weimeng demonstrates the power of digital transformation. Through cooperation, Hongxing Erke has successfully broken the traditional retail model of physical stores and realized the online offline integration and social e-commerce retail model. The transformation of this mode not only improves the sales volume of products and the shopping experience of consumers, but also reduces the customer acquisition costs and operating costs of enterprises.
3、 Step forward to layout AI, from "digital" to "digital intelligence"
The cooperation between Hongxingerke and Weimeng has been further deepened, and we have jointly explored the application of AI in the new retail field, showing our unique views and firm determination on the new retail market. At the beginning of July this year, Hung Sing Erke improved online business efficiency with AIGC technology through its access to WeLeague WAI, and generated nearly 140 graphics and text content, which were used in multiple scenarios such as product innovation, friend circle marketing, public grass planting, community operations, short videos, etc., becoming one of the first Chinese sports brands to try to help WeLeague WAI innovate business efficiency.
At present, the functions of Weimeng WAI are widely used in the operation management of Hongxingerke. According to Luo Zhen, WAI's AI algorithm has helped Hongxing Erke solve about 70% of the problem of generating promotional copy for communities and circles of friends, allowing operators to put more energy into more valuable work. At the same time, the WAI function has also played an important role in the generation of product titles and product descriptions, helping Hongxing Erke reduce the cost of content production and time costs, and improve operational efficiency.
The analysis of Hongxingerke's strong appeal for AIGC application is that it hopes to predict future market trends and consumer demand through AI algorithm, so as to more accurately carry out product development and market launch. In addition, Hongxingerke also plans to use AI technology to optimize marketing strategies and means to improve marketing effects. For example, machine learning algorithms can be used to analyze users' behaviors and preferences and develop more accurate marketing plans.
The deepening cooperation between Hongxingerke and Weimeng has successfully led the AI application trend in the new retail field. The relevant person in charge of Weimeng said that in the future, he hoped to bring the successful cases of Hongxingerke to more brands and enterprises, help Hongxingerke break the traditional retail model of physical stores through digital transformation and the application of AI technology, improve product sales and consumer shopping experience, and promote the innovative development of the entire industry.
Conclusion: Focusing on consumers, continuously improving product and service quality
From WeMall to WeUnion smart retail solutions to WAI, the deepening business cooperation with WeUnion, a digital service provider, shows Hongxingerke's persistent pursuit and strong determination for innovation. Through a deep understanding of the new retail market and accurate prediction of future trends, Hon Sing Erke is building a digital transformation road for the sports industry.
From the actual results, the digital transformation has not only brought about a significant increase in sales volume for Hon Sing Erke, but more importantly, it has enabled it to have a deeper understanding of consumers' needs, so that it can provide better products and services. This consumer centered strategy will undoubtedly give Hongxingerke greater advantages in the fierce market competition. In the future, driven by AI and other high-tech, Hongxingerke is expected to achieve more breakthroughs and innovations, and bring more excellent products and services to consumers.
Massive information, accurate interpretation, all in Sina Finance APP
