Source of this article: Times Finance Author: Zhou Jiabao
Cyndi Wang The boys rushed to Hongxing Erke .
Picture source: Hongxing Erke’s official Weibo
Recently, sweetheart leader Cyndi Wang posted two backstage training pictures on social platforms when she participated in variety show shootings. In the photo, Cyndi Wang is wearing two braids and is tying her shoelaces. She has sharp eyes. Netizens discovered that the white short-sleeved T-shirt, light blue sweatpants and white dad shoes worn by Cyndi Wang were all from Hongxing Erke, a domestic sports brand that has continued to become popular since last year.
Hongxing Erke commented on the Weibo post almost at the same time as Cyndi Wang posted it on Weibo: "Wow! Keke was actually remade by Sister Xinling." Many fans immediately shouted to Hongxing Erke's boss Wu Rongzhao , "Hurry up and post the same link!" Let Cyndi Wang represent Hongxing Erke! "Go and step on the sewing machine. How much will it cost?"
Later, Wu Rongzhao also appeared in the comment area to thank Cyndi Wang for her support and cheer for her performance. . When responding to netizens' expectations for Cyndi Wang's endorsement cooperation, Wu Rongzhao did not directly deny it, but said: "Let's get together copper plate ." After hearing this, some netizens even expressed that they would "give generously" to Hongxing Erke. Save enough to hire Cyndi Wang’s endorsement fee.
Image source: Weibo screenshot
However, some consumers are worried that the high endorsement fees of traffic stars will indirectly increase the selling price of products. “There is no need for endorsements, just Mr. Wu’s endorsement. If you do, the price will definitely be expensive.” “Afraid Because of the appearance of Sweetheart, not only the stock was out of stock, but the price also increased. "
It is worth noting that Hongxing Erke's official Weibo claimed the "flop" in the comment area almost at the same time that Wang Cyndi posted these two photos. It is a long-planned Internet marketing hype.
Times Finance contacted Hongxing Erke Company on related issues such as whether the two parties have reached a cooperative relationship and future cooperation intentions, but as of press time, the other party has not responded.
The boy Cyndi Wang rushed to Hongxing Erke, the same sweetheart style was sold out
Whether it was an accidental flop or a planned marketing, both Cyndi Wang and Hongxing Erke received a wave of attention, and the popularity continued to ferment. A fan of Cyndi Wang said in a message: "From now on, I will be wearing Hongxing Erke all over my body." Some fans also posted in the comment area the same style of Sweetheart that they just got.
Times Finance found that after making donations last year, Hongxing Erke has been unambiguous in pursuing hot topics. It was only 2 hours after Cyndi Wang posted the photo. A netizen left a message on Erke's official Weibo: "This pair of shoes is so beautiful." Wu Rongzhao then commented that the same bread shoe has been renamed: "Bread shoes, now added "Sweetheart", whose scientific name is "Sweetheart Bread Shoes."
Currently, although there are no products labeled "Same Style as Wang Xinling" in Hongxing Erke's Tmall flagship store, many products have the word "sweetheart" in their product descriptions. , click on the product page and there is a short video of Hongxing Erke staff wearing the same style as Cyndi Wang dancing to " loves you ".
Image source: Screenshot of Hongxing Erke Tmall official flagship store
When Times Finance asked customer service about the same model as Cyndi Wang, the customer service would also send back a detailed list of links, including Sweetheart T, Sweetheart Bread Shoes, Sweetheart Bread Shoes 1.0, Sweetheart Zero The retail prices of the sexy pants are 69 yuan, 359 yuan, 299 yuan and 239 yuan respectively.
Some netizens predicted that Hongxing Erke’s factory sewing machines will emit smoke again. Times Finance learned from customer service that recently many fans have flocked to the store to buy the same style of Cyndi Wang. Sweetheart T has sold more than 8,000 pieces in the past month; the same style of Sweet Blue Zero Sensitive Pants by Cyndi Wang is sold out in S-XL sizes; the same style Oak bud white bread shoes are completely out of stock.
In the comment area of this shoe product, Times Finance also discovered that a netizen decided to buy the same model as Cyndi Wang when the shoe size 42 was out of stock, so he decided to buy size 43, "It doesn't hurt to go up a size. I heard it when I was a kid. Cyndi Wang's song "Put on Erke" is back today. I wish Erke a big hit, and I wish Sister Wang to be No.1 (the advertising slogan of Erke)."
What is worth noting is that Cyndi Wang, who suddenly became popular due to a certain variety show, not only made "Cyndi Wang concept stock " mango super media popular, but its commercial value has also grown all the way. Cyndi Wang, this "nostalgic IP" It is also attacking the business world again. According to Beiqing.com, Cyndi Wang’s advertising endorsement fees have doubled after becoming popular, and the promotion fee for Xiaohongshu is at least 300,000 yuan. On June 20, Cyndi Wang. Officially announced to be the brand ambassador of First Aid Beauty, a skin care brand owned by Procter & Gamble . On June 2, Cyndi Wang officially became the official star promoter of the milk brand Jindian Organic Life. The Aiman Entertainment Index showed that Cyndi Wang’s commercial value surged significantly in May, and she will be the spokesperson in the future. An announcement will follow.
Regarding whether Hongxing Erke will cooperate with Cyndi Wang, its Tmall flagship store customer service responded: "There is no specific information at the moment. "
"Becoming famous" does not require saving copper coins, King of Glory's joint name was criticized
Compared with Cyndi Wang, Hongxing Erke's "becoming popular" was a year earlier.
In July last year, Hongxing Erke successfully broke out of the industry because of his generous donation during the Henan floods. , setting off a wild wave of domestic product consumption, according to a research report by Huachuang Securities, the sales of Hongxing Erke, Tmall, and JD.com increased by 797% year-on-year to 497 million yuan, surpassing Anta and Nike that month. , Adidas’s sales on these two major platforms.
At that time, many analysts pointed out that Hongxing Erke’s wave of wild consumption would not last long. The media reported that Hongxing Erke “lost 100,000 followers in one month” and would soon be “beaten”. "Back to the original".
has become popular for one year. As Wu Rongzhao said, does Hongxing Erke still need to "save copper coins" to hire a traffic spokesperson? Times Finance found that the wild consumption wave has indeed retained some customers for Hongxing Erke. This trend has not Completely faded.
According to Huachuang Securities, between June 2021 and May 2022, the total sales of the Hongxing Erke brand on Tmall and JD.com reached 2.334 billion yuan. The 797% in July 2021 dropped to 213% in May 2022, but it has continued to maintain a high growth rate of more than 100% almost every month. Only in December 2021, its sales growth rate was 80% this year. From January to May, the brand’s total monthly sales on the two major platforms were 142 million yuan, 84 million yuan, 164 million yuan, 145 million yuan, and 152 million yuan respectively. The monthly sales growth rate was stable at more than 187% year-on-year. The performance It is significantly better than the two domestic sports brands 361° and Peak . According to JD.com data, during the 2022 JD.com 618 event, Hongxing Erke’s transaction volume increased by more than 5 times year-on-year.
According to Times Finance observation, in Tmall, Hongxing Erketian. At the Cat official flagship store, the top-selling item is a pair of men’s thin sports pants, priced at 83 yuan. More than 70,000 people bought them in the past month. Another pair of lightning shock-absorbing running shoes priced at 199 yuan also has the same monthly sales results. . But it is worth noting that none of the top ten best-selling items in the store are priced at more than 200 yuan, and 4 of them are priced between 64 yuan and 83 yuan.
However, in the past year, Hongxing Erke. It’s not that we have never launched high-priced products. It not only has big IPs such as Henan Museum, aerospace, cultural and creative games, and the game "Honor of Kings", but also cooperates with popular animations such as "Under One Person", "Fox Demon Matchmaker" and "Gintama". Created joint products, but the response was mediocre.
Especially the recent joint model with "Honor of Kings", the price of a joint jacket of 799 yuan directly dissuaded consumers, and fans no longer voted with their feet. Someone said bluntly: "The popular star Erke is gone, and Erke fans and King of Glory fans are silent." The monthly sales volume of this dress on the official website is only 12 pieces, and the situation of another pair of dad shoes priced at 499 yuan is slightly better , but the monthly sales volume is only 300 pairs.
Not only that, the quality of the above-mentioned co-branded dad shoes has also been criticized by consumers. Some consumers commented after purchasing: "The size is too big and the quality of the shoes is not very good. It may be because of the glory of the king. The price "It's too high, so be careful when purchasing." "The shoes I received for the first time had quality problems, and there were all kinds of delays when I exchanged them. I originally wanted to support domestic products, but I was really disappointed and will never buy from this brand again."
Picture source: Hongxing Erke's official Weibo, flagship store page screenshot
Recently, Hongxing Erke's official Weibo also showed that Sanxingdui Museum will launch a joint children's shoe with Hongxing Erke, and many netizens complained about the design as "unsightly" and "co-branded" You can adopt an elemental style instead of just moving that thing over." Obviously, Hongxing Erke, which has become popular, needs to make greater efforts if it wants to "keep it fresh" in the minds of consumers.
![MADE IN HONG KONG [OFFICIAL TRAILER] - DayDayNews](https://i.ytimg.com/vi/Op4HBWPiDyU/hq720.jpg?sqp=-oaymwEcCNAFEJQDSFXyq4qpAw4IARUAAIhCGAFwAcABBg==&rs=AOn4CLBkHWrQfPHkVGWCtjf3G4TEtfpcDQ)
