Shoe Enterprise Hongxing Erke World Cup Failed In The Door

Through the television relay, watching the North Korean team's logo on the Italy brand Legea, Wu Hongzhao, vice president of Hongxing Erke, is still somewhat frustrated.

The world cup eyeball economy big cake, nobody in the world does not want to grab and eat.

If we compare Hongxing Ke to the world cup in football match, it should be such a statement: Hongxing Erke organized the attack in the backcourt, the midfielder was well coordinated, the striker swiftly passed the defense and shot, but unfortunately the ball flew to the stands.

There is an important reason behind this: the cost of sponsoring the North Korean team is relatively low, but its mysterious feeling and sudden appearance in the contest are bound to cause much concern.

It turned out that Hongxing Erke's sponsorship of the North Korean team was "small investment and big return".

In 2008,

In 2009, the Korean men's soccer team entered the world cup with a black horse's gesture and a Jersey marked with Hongxing Erke.

For a while, "Hongxing Erke will make use of the DPRK team to become the first Chinese sports brand to enter the World Cup".

But in fact, after the Beijing Olympics, the contract between Hongxing ERK and the North Korean team expired in January 2009.

However, today's North Korean soccer team has climbed to the top of its branches to become a Phoenix, and the commercial value of the Korean soccer team is bound to increase sharply after the world cup.

Hongxing Erke expects to use the "cash plus physical" way to renew the leading position with the DPRK team, but the DPRK team has already played the abacus of raising the price.

"The Korean sports committee has different ways of doing things, and suddenly demanded that this suddenly request that.

There are great variables in black and white.

The spirit of contract is not so particular.

Wu Rongzhao described the huge obstacles encountered in the negotiations.

Later, according to the Pirma side, "North Korea has repeatedly raised the terms and conditions. We finally said we could not conclude the deal."

The Italy brand Legea, who ultimately sponsored the North Korean team, said the contract was signed in Pompeii, Italy, in early February 2010.

This time before the negotiations between Pirma and the DPRK team.

In fact, the failure of Hongxing Erke to enter the world cup is due to its own strategic positioning rather than its attribution to its sponsors and competitors.

Competition in the domestic sporting goods market is fierce.

In the fight against Nike, Lining, Adidas and other front-line brands, and Anta, PEAK and other Jinjiang Legion's fight, Hongxing Erke in 2004 established the main tennis differentiation breakthrough.

Hongxing Erke also sponsored the Shanghai Tennis Masters competition, trying to eliminate the gap between the two or three line brand and the high-end sports such as tennis. At the same time, he shouted the brave words of "China's first tennis brand".

But so far, Hongxing Erke has not fulfilled his rhetoric.

The reason is very simple. The core of tennis brand is racket, while Hongxing Erke is the main dress, but has never made a contribution to tennis racket.

In the eyes of domestic tennis fans, the first brand should still come from foreign brands such as Yonex, Wilson and other main racket, supplemented by clothing.

Hongxing Erke, who has not yet succeeded in the strategic thread, was in the dark horse surprise of the North Korean team, and was tempted by the big cake of the world cup.

As everyone knows, this is not only inconsistent with their strategic positioning of tennis, but will leave a bad impression on the market.