How to get a refund when you encounter a new concept of buying a class scam?

Recently, when I was studying the related cases of brand aging and new consumption, I accidentally talked to my colle

How to get a refund when you encounter a new concept of buying a class scam?

Recently, when I was studying the related cases of brand aging and new consumption, I accidentally talked to my colleagues about Hongxing Erke. During this period, generate had some sparks of collision and interesting opinions. Today I will sort them out and share them here.

0 1 Emotion can't save the brand.

Whether it is the heat index of each platform or the number of people in the live broadcast room, from the end of 1 1, Hongxing Erke basically returned to the normal level before the donation (July).

This is of course what most people can expect.

Whether positive or negative, although short-term emotions (generally less than half a year) can greatly affect the market, in the long run, the brand's performance in the free market mainly depends on the "core differentiated value".

In fact, there are many similar ups and downs-whether it's Japanese goods that have been boycotted many times, Audi who shot an advertisement insulting women on 17, JD.COM whose CEO was involved in the scandal, or "returning his wife immediately" and Nike in the cotton incident in Xinjiang, they are (or will be) similar.

Therefore, many people say that "this donation event may be an opportunity for the revival of the red star Hongxing Erke", which is basically untrue.

The problem of Red Star Hongxing Erke is structural, and it is not a short-term external opportunity that can reverse the status quo.

Is Red Star Hongxing Erke a national trend?

Many media regard the Red Star Hongxing Erke incident as a landmark event of "the rise of national tide", but can Red Star Hongxing Erke really be regarded as a national tide?

What is the national tide?

The essence of the national tide is: the pursuit and premium caused by the typical elements of China-whether because of the excavation and amplification of traditional values or the hostility of citizens to external "hostile forces", more and more people are willing to pay higher prices for products with typical elements of China.

For example, Taobao in the Forbidden City, Hua and Li Ning in China are all examples of national trends.

Even Huawei-although it has nothing to do with traditional culture, it has become a representative of "not afraid of being strong outside and being weak, and a big country rising", so it can be regarded as a member of the national tide.

As for the Red Star Hongxing Erke, neither the donation event nor the brand core has anything to do with the "typical China element", so there is no national tide.

In addition, many people gave advice to Red Star Hongxing Erke: "Now the national tide is so hot, why not use this incident to make yourself a national tide brand!"

In fact, there is no chance-if "national tide" is a category feature, then Li Ning and Anta have basically established their position as the boss and second child in sports brands.

How does Hongxing Hongxing Erke do marketing?

Aside from the large-scale TV advertisements in earlier years, how did Red Star Hongxing Erke do marketing?

According to the incomplete statistics of the interface, since 2005, Red Star Hongxing Erke has cooperated in at least 10 tennis events and participated in sponsoring the Olympic delegation for three times-tennis has been the focus of marketing investment of Red Star Hongxing Erke for more than 10 years.

So, is tennis really the best choice for Hong Xingerke?

Indeed, many sports brands have become famous by sports events and opened up the market.

Take Adidas as an example, it is famous for the 1936 Berlin Olympic Games and the black athletes who won four gold medals in a row wearing the spikes invented by Adidas.

Another example is Nike, which also opened the global market with the popularity of NBA and Jordan.

It can be noted here that no matter sprint, basketball or football, there is a common feature-high visibility and attention.

In contrast, Red Star Hongxing Erke chose more tennis sports-maybe 30 out of 65,438+000 people can play basketball or football, but can you find out 65,438+00 people can play tennis?

This is that the thighs are not thick enough ... (PS, Red Star Hongxing Erke was popular in those years, more because the thighs advertised on TV have little to do with tennis)

This is a weakness in choosing tennis, but it is not a decisive factor. More importantly, the following two points.

First, the matching degree between the target population and tennis is low.

Red Star Hongxing Erke has always focused on the young market, while tennis is more concentrated in slightly older people. And in people's cognition, the main keywords of tennis are "nobility" and "elegance".

This is why LACOSTE (focusing on high-end POLO shirts) will integrate tennis into its own brand story.

In addition, it is difficult to distinguish sportswear in tennis.

Whether it is Red Star Hongxing Erke, Crocodile or other brands of tennis clothes, there is no obvious tennis exclusive feature at the product level. (fortunately, LACOSTE has the advantage of "western aristocratic descent")

It's not like basketball shoes-it has high heels and excellent elasticity; Unlike football shoes-there are nails; Unlike Lululemon's yoga clothes-special emphasis on shaping, close-fitting texture and elasticity; Unlike DESCENTE's ski suit, it pays special attention to warmth and wear resistance.

This leads to: even if Red Star Hongxing Erke wants to coordinate marketing activities to promote tennis sportswear, it is difficult to generate users' awareness of "professional tennis brands"-all ordinary leisure sportswear.

Coupled with the strong offensive of international brands in China market after the 2008 Olympic Games, Hongxing Erke became extinct.

Without characteristics, there is no differentiation, without differentiation, there is no premium right, and we can only retreat to the third and fourth lines.

It's no use retreating to the third and fourth lines. The minds of third-and fourth-tier consumers are still occupied by big names. Coupled with the blow of counterfeit goods, Red Star Hongxing Erke's road is getting narrower and narrower, and it can only fight price wars.

The most expensive product of Red Star Hongxing Erke Tmall is a 669 down jacket, which is also the only product that surpasses 600 yuan. The most expensive pair of shoes is only 539 yuan.

In contrast, Anta and Li Ning have several models over 2000.

What's the problem with Hongxing Hongxing Erke?

Although tennis is not Hong Xingerke's best choice, it is too one-sided to attribute Hong Xingerke's failure to tennis.

As mentioned earlier, the problem of Red Star Hongxing Erke is structural, and it is not a single or independent factor that has caused the current situation.

Some people say: Hong's decline began in the 2008 Olympic Games, and Hong overestimated the boosting effect of the Olympic Games on domestic sports brands-in the global financial crisis, Hong did not clear inventory and close stores, but put all his eggs in one basket to maintain the superficial scenery. It was not until 20 1 1 that this 800 million yuan was included in the income, and it was pointed out that financial fraud was suspended. Since then, it has never recovered, with a loss of 10 year.

Some people say that Hong's product design ability is not good. Although the product quality is ok, the style is really rustic and can't enter the high-speed market.

Others said: Hong's product design ability is not good, because it is a sales-oriented company, and its brand discourse power is not as good as that of dealers. How do those third-and fourth-tier dealers give good suggestions at the product level? It's not just who is good at copying. Chickens with mouths and ducks with mouths do everything, just like everything. In the end, nothing can be done well. ...

Then there was a fire that destroyed half the equipment. ...

In short, everyone loses.

Aside from the internal problems of enterprises, we don't talk about the causes and triggers of these problems. Externally, Red Star Hongxing Erke is typical: due to lack of positioning, management is out of focus, which eventually leads to brand aging and marginalization by the market.

Yes, although I am not an absolute advocate of positioning theory, the current problems and status quo of Hongxing Hongxing Erke can indeed be solved and improved through positioning theory.

Positioning theory is good at solving the problems of small and medium-sized traditional enterprises, especially its emphasis on "focus".

Where is the breakthrough point of 05 Red Star Hongxing Erke?

Red Star Hongxing Erke's products are divided into 9 categories: comprehensive training, tennis, life, women, big ball, IP cooperation, e-commerce, running and outdoor. Among them, comprehensive training and life are the biggest dishes, running is the best goods, and tennis is the best material.

However, considering the current scale and market share of Red Star Hongxing Erke, considering the degree of market competition and segmentation, it is no longer supported to become a full-category sports brand.

It needs to shrink the front line and concentrate resources-either in a certain sports field or in a certain product category.

A better choice is to focus on the field, because even if you focus on the category (such as football shoes), you will eventually return to the football field to do supporting and expanding-sponsoring football teams, holding football matches, producing football uniforms, producing football uniforms, etc ... and Red Star Hongxing Erke has a full set of resources.

Of course, the existing Red Star Hongxing Erke chose the tennis court, but the user's cognition is not enough.

However, lack of consciousness is not necessarily a bad thing, indicating that there is still a chance to start over. After all, the boat is small and easy to turn around.

Considering the young brand gene of Red Star Hongxing Erke, plus the Z generation likes to show their own characteristics and love for cool culture, street dance is actually a breakthrough worth exploring, mainly optimistic about the following five points:

1) Although hip-hop has been popular for a long time, there is no clothing brand that focuses on hip-hop. Many hip-hop lovers will ask and discuss "How to wear hip-hop"-it is really a social problem to give consideration to style and functionality.

2) Hip-hop is an extremely fragmented and demonstrative sport-you can dance anytime and anywhere, and most people who like Hip-hop have the will to show themselves, which means that the brand has high-frequency opportunities for self-communication;

3) The product line of professional street dance can make its own characteristics, whether it is style (exaggerated and cool) or functionality (wear-resistant, dirt-resistant and elastic, and the items in the bag are not easy to fall off. ), which gives it professionalism, differentiation and bargaining power.

4) Chaoku people have low esteem for big brands, and they prefer brands with distinctive personalities.

5) Although it may be relatively small in the early stage, it is not difficult to break the circle of street dance culture, especially under the impetus of short videos, everyone can jump for a while and anything.

Hip-hop is not a professional sport, but a fashion sport, so it can be seen as a cake to make a big fashion sport with FILA-strive for a broader young market at a relatively low price, and strive to become the second brand and the second.

Of course, this plan is also a great challenge to the adjustment of the internal resources of Red Star Hongxing Erke, and it will also produce structural changes, but it will not be discussed here.

In short, the core point of view is concentration.

Just like Shunzhi's strategic positioning case for Qiushui Iraqis.

Qiushui Yiren is a brand of women's clothing in Hangzhou. In the early years, it has been good, because it has been eating dividends from the growth of the overall domestic women's wear market. Until about 20 10, regardless of the changes in demand or channels, Qiushui Yiren failed to keep up with the pace of the market, so its performance declined year by year.

Until last year, we began to shrink the front line and put the positioning of "more feminine workplace fashion" into practice. This year, orders for spring clothes increased by 25%, summer clothes increased by 46%, and autumn clothes increased by 1.82%.

What is brand aging?

Red Star Hongxing Erke is a typical case of brand aging.

What exactly is brand aging?

Recently, I read a lot of proposals about brand aging, and almost all of them mentioned: "recapture young consumers."

This gives people an illusion: it seems that brand aging means that brands are no longer popular with young people, and only older people buy them.

According to this logic, Zulijian shoes for the elderly will never become famous brands? Or does it need to recapture young consumers after it ages?

The essence of brand aging is that once successful brands are gradually abandoned and forgotten by target groups because they can't adapt to the changes in the market.

Just like a car without oil coasting by inertia, the speed will be slower and slower until it stops.

Although in the phenomenon, many aging brands will show that consumers are older, but its essence has nothing to do with age.

In fact, some brands that focus on the young market may have a second spring if they can put more energy into the old market.

For example, the previous gender social platform mainly focused on users under the age of 30. However, with the intensification of homogenization competition, the increase of the older single market and divorce rate, the social needs of both sexes over 30 years old are actually growing.

Similarly, there is the maternal and child market ... these are all changes in demand caused by changes in the age structure of the social population.

What is new consumption?

"New consumption" is a particularly popular word this year, which has been popular twice: once it is said that new consumption is very awesome, and once it is not so awesome. ...

So what is new consumption?

In fact, "new consumption" is simply a concept of creation. At least, this is not a new concept.

If "brand aging" refers to the failure of old brands to adapt to market changes, then "new consumption" refers to those brands that successfully adapt to market changes-they are corresponding.

Why is new consumption not a new concept?

Because similar things have happened long ago-for example, from enriching blood to nourishing Ejiao, from big stores to small stores, from Wei Long, they have never been forced ... They can all correspond to the so-called new consumer brands to a great extent, because they all conform to some common laws:

In terms of interests, Maslow's high-level demand is growing-not only to eat well, but also to eat well, safely, tastefully, interestingly, aesthetically and with status. ...

In terms of cost, the experience cost is getting lower and lower-it used to take four hours to drink a meal, but now it only takes 1 hour; I used to want to eat hot pot, and I had to go to the hot pot restaurant to spend 300 yuan. Now you can buy it directly at the next stop downstairs, and it costs more than 100. In the past, I needed to buy cats and food to help my cats. Now I just need to go to the cat cafe downstairs.

In short, the income is getting bigger and bigger, and the cost is getting lower and lower.

Customer revenue minus customer cost is actually user value.

So the so-called law has never changed-enhancing user value.

Source | Brand Circle (ID: brand-circle)

Author | Xiaoyun Ge; Edit | Yaya

The content only represents the author's independent point of view, not the position of early reading.