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< p > according to the public data, in the first half of this year, Lining, Anta, 361 degrees, XTEP, PEAK and the 6 famous domestic brands known as a href= "//m.pmae.cn/news/index_cj.asp" > sports brand < /a > total inventory reached 3 billion 721 million yuan, an increase of 22 million yuan over the end of last year.

The new high inventories foreshadowed the slow growth of the industry. Experts believe that the sports brand has entered the adjustment period, and the innovation and pformation is urgent.

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< p > according to the survey, the main customer groups of sports brands in China (13 to 30 years old) generally have a vague image of the brand. They believe that domestic brands still have a big gap with the famous international brands such as Adidas and Nike in terms of style, design and celebrity effect. The phenomenon of homogenization is serious and brand identity is low.

And when the domestic sports brands are in the clear price war, Hongxing Erke continues its consistent innovative ideas, and seeks innovative breakthroughs in product design and marketing techniques.

Following the launch of the original star product micro collar T in April and a good market reaction, Hongxing Erke attacked again in October, launched the down jacket and vowed to carry it out in the end.

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< p > according to the brand's chief "a href=" http://sjfzxm.com/DESIGN/designer/index.asp "designer < /a >, as a star product, Hongxing Erke down jacket has three characteristics:" unique Asian Version, perfect close distance, and cross border material splicing ".

Compared with the stereotyped version of the clothing market, the innovation of the Asian version is that, based on the needs of most consumers for warm and fashionable clothing in winter, the advantages of down jacket and jackets are ingeniously acquired on the basis of studying the human body data in Asia, and the innovation of the traditional European and American edition is also the greatest value of the down jacket.

The perfect width of one finger makes the down jacket more warm and warm on the surface, plus the combination of light and dark windbreaker, imitation leather, wool fabric, polyester jacquard and so on. This product shows the visual effect of stereoscopic cultivation.

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< p > < < a href= "//m.pmae.cn/business/ >" marketing innovation > /a >, Hongxing Erke is also changing. For the first time, the national terminal large-scale roadshow has been launched in the industry, and has attracted nearly one million netizens to participate in the interaction through social media and online games, realizing the online and offline Unicom.

Storytelling, scenes of publicity and interesting, interactive promotional content is obviously easier for consumers to accept brand information, which is different from Lining, Anta, 361 degrees and other brands keen on traditional TV advertising + tournament sponsorship mode.

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