"Serious" Definition Of New Children's Sports Hongxing Erke Children's Brand 6.26 Set Sail In Xiamen

In June 26, 2019, in the innovative and enterprising city of Xiamen, China's famous sports Clothing brand Hongxing Erke has launched a new product show, officially announcing its entry into the children's clothing market. Industry dealers and media friends from all over the country have witnessed the declaration issued by ERKE KIDS to the market: "play it!"

What kind of market opportunity will let Hongxing Ke choose to enter the children's market at this moment? What brand confidence is it? Janlk's children dare to challenge the market leader? What kind of interests will the brand new brand bring to the market and consumers? Let's uncover the mystery.

With the serious steps of small models, ERKE KIDS Light appearance. A product that shows sports style and fashion details is called to show the confidence of the brand in overtaking corners. This may be a latecomer brand in the children's market, but it is by no means a tardiness brand. Erke children with a unique market insight, the pursuit of the ultimate product development, sharing and open channel policy and many years of pragmatic and enterprising business reputation in the market, to the children's market issued a sincere invitation: "Le Ke, play real"!

There is no leader in the children's market.

According to relevant information, the total number of Chinese population has reached the 1 billion 400 million mark in 2018. Among them, the number of children aged 0-16 is increasing year by year, reaching 380 million. The opening of the two child policy has further stimulated the demand for children's clothing market. Compared with the sharp rise in market demand, the development of Chinese children's wear is relatively late. According to the survey of children's Industry Research Center, 80% of the total household expenditure on children has accounted for 30%-50% of total expenditure, while infant consumption has become one of the largest expenditures of household consumption. However, compared with Japan's 57.8 US dollars, US $98.2, and Britain's 117.4 dollars per capita children's clothing consumption expenditure, China's per capita consumption of children's clothing is still high. Children's wear Consumer spending is only 19.2 dollars, and children's clothing market still has considerable room for development.

At present, the huge Chinese children's wear market lacks leading enterprises. According to the relevant data, the current number of TOP10 brands in China's children's wear market only accounts for 11.3% of the total market share, while the highest share of the brand is less than 8%. In the mature market of the United States, the share of the head brand reaches 30%-50%, of which the first child clothing Carter company accounts for 11.7% of the market share. According to the insiders, the overall design level of children's wear market is insufficient and the quality is uneven.

Relying on years of intensive experience in the clothing industry, Hongxing Erke, while seeing the huge market opportunities, also grasped the opportunity to kill children's clothing market quickly based on confidence in its own product design and supply chain production level. And put forward the idea of "earnest" to provide the most cost-effective products for Chinese children. At the same time, we advocate that Chinese children should take a serious attitude towards life, learning, growth and play while maintaining innocence.

Last year, there was a network explosion that "Japan trains wolf children, while China trains mother children". Wu Rongzhao, the founder of Hongxing Erke, who was thinking about the brand positioning of children, could not help thinking: as the TOP brand of Chinese sportswear, apart from encouraging children to play like other children's brands, should we advocate that children should play a serious attitude towards the world? Just be afraid of "serious". People often say that education should be started from children. Then play and play real! In this way, the word "play the truth" becomes the brand name Slogan of ERKE KIDS. Rather than a network explosion, it has become the inspiration source of brand slogan. Rather, Hongxing Erke has always been adhering to the idea of "down-to-earth and extraordinary interpretation". It naturally passed on to the children of Erke and became the distinctive brand gene of ERKE KIDS. It also declared the ambition and confidence of ERKE KIDS to enter the market.

Children's products are not ready.

Using "October conceived" is no longer enough to describe Hongxing Erke's devotion and seriousness to children's brands. As early as 3 years ago, Hongxing Erke was ready to enter the children's clothing market. Considering the existence of the Chinese market, such as North and south climate, consumption habits, customs and aesthetic differences, and so on, the quality and style of children's clothing were higher. In order to provide better products for the market, ERK decided to test the water on the electronic business platform first. And this test is 3 years.

Over the past 3 years, Hongxing Erke children's clothing research and development team has been designed and developed according to the physical characteristics of children at all ages and the appearance needs of clothing, and has constantly refined and summarized the data through the big data of the electricity supplier, analyzing the different needs of North and South consumers for product styles, fabrics, prices and quality, and gradually adjusting product design, fabric, shoe last, shoe material technology and production according to the needs. Now, Erke has already fully understood the demand, on the basis of 7-12 and 5-7 years old two age groups, according to the different use scenarios of shoes and clothing, set up two series of "Sports" and "life". The life series has both fashion and comfort to meet children's daily wear needs, while the sports products add the protection function needed for children's exercise on the basis of good looks. In addition, matching socks, backpacks and other accessories for children to take into account the value of fashion attributes. In the design, the basic style is the main style, and the details are integrated into the fashion, so that children can dress comfortably and display their cool personality.

At present, children's wear industry in our country lacks professional talents, and is relatively at the initial stage in R & D and production layout. Therefore, many brands are hard to develop because of the strength of enterprises. Erke children are rooted in the accumulation of Hongxing Erke in the past 19 years. They own the 6 production bases of Quanzhou, Xiamen, Zhangzhou and Sichuan. They are the highest rate of self-sufficiency of sports clothing brands in China. At the same time, we have established the first intelligent logistics center in the industry using the concept of "interconnection, intelligence and green", and have introduced R & D designers in the professional field. Why do we fear such a "hard core" strength?

　 There is no blind spot in children's market. "Serious" share open and win-win situation.

The market has space, the product has the strength, and the channel is the magic weapon of winning.

Three years ago, when most of the sports brands were shrinking channels, reducing franchisees and taking back their own franchise, Hongxing Erke did the opposite. They formulated a favorable franchise policy and vigorously expanded distribution channels. Under the pressure of policy and competitors, ERK distribution customers have doubled in size in the past three years, and more than 95% have joined the customers to achieve profits. The outstanding achievements have laid a solid channel confidence for the ERK brand, and its "shared and open" distribution principle has been widely praised by customers. It has created a reproducible ERK distribution mode for the development of children's brand market.

Continuing to join hands with high-quality partners in rushing to the top of the market is a clear direction for the development of ERK children. ERK children's channel will be mainly based on regional joint operation and regional agency, supplemented by direct subsidiary stores, with the three or four line as the main market while extending to the second tier market. Scientific network layout should be made with new channels, new products and new value chains.

ERK children will inherit the brand concept of "creating value together and sharing value", focusing on developing diversified channels such as shopping centers, department stores, core commercial streets, business super and Ole, so as to open up and share the most suitable quality market for every partner. In order to enhance customer confidence, ERK children have formulated a series of supportive policies to create wealth for the shops. In terms of channel development, enterprises will provide support for partners, even rent subsidies. In addition, shop props and shop heads will be given free use (giving gifts), making the first step of the shop easier. In the subsequent supply of goods, professional teams will also carry out the operation of commodities according to the analysis of big data in the market; besides the daily sales profits, there will be subsidies for selling water return points. This series of policies is full of sincerity, that is, we must let high-quality partners travel lightly and win all the way.

At present, the investment promotion work has been launched rapidly. Our goal is to open 100 high-quality physical stores in the two or three main cities of the country by the end of the year. The first batch of National Day plans to open 50, the second batch of 50 will be opened at Christmas. Up to now, there are 335 stores offering newspapers. We also welcome more new customers to join us to share this cake. Ms. Lv Xiulan, vice president of Hongxing Erke industry, is full of confidence.

A tiger sniffs the rose. ERK children After three years of dormancy, at the most suitable time, we will sail with full sincerity, and the future is coming. We must start immediately!