did not expect that Hongxing Erke has been on the hot search on Weibo for many days because of donating 50 million yuan.
On July 26, Xiaomi Group Chairman Lei Jun posted the Hongxingerke sneakers he wore. On the same day, in the offline Hongxing Erke store in Zhengzhou, many shoes and clothes on the shelves were sold out.
Hongxing Erke, which has been established for more than 20 years, recently realized the slogan on the list of netizens' distress: TO BE NO.1.
data shows that on July 20, Hongxingerke set up a disaster relief command team on July 21 to donate 50 million yuan of disaster relief materials to help the disaster areas in Henan. For a moment, Hongxing Erke could no longer survive but "wild donations" attracted much attention, and Hongxing Erke gained countless fans.
July 25, Chairman of Hongxing Erke Wu Rongzhao posted on Weibo, saying, "In recent years, after active adjustments with the team, certain benefits have been achieved. The transformation process faced is still very difficult, but it is not as 'on the verge of bankruptcy' as many netizens joked."
In addition, Wu Rongzhao also said that the flood in Henan made him empathize, "Besides being grateful, it is also grateful! I feel the unity and warmth of the Chinese people in my heart. "In addition to gratitude, I feel more deeply in my heart. Good. I believe that with such a soil, domestic products will inevitably rise, and China will definitely do it! "
Shell Finance reporter noticed that in Hongxingerke, the Fujian Jinjiang , which was born in Hongxingerke, it also gave birth to sports brands such as Anta , X-step , Peak , 361° , Delhui , Jordan, Guirenniao and other sports brands. Nowadays, under the hot market for sports national trends, some brands are growing rapidly.
The president came forward to deny the bankruptcy rumors: Hongxingerke has been flooded, fired, and delisted over the years, and it is difficult to make efforts in the children's service industry
On the afternoon of July 24, Hongxingerke's Taobao live broadcast room started live broadcast for a few hours, and 9 million people rushed in to sweep the goods. Many products were sold out. The anchor had to emphasize that inventory was being adjusted in various places. Faced with many netizens who "wild consumption", Hongxing Erke's live broadcast room said "rational consumption" three times.
In fact, due to donations to Henan, Hongxing Erke's offline physical stores have already filled up with customers, and a "domestic product wave" has set off in various places.
htmlOn July 26, the official official account of the Pingjiang County Culture, Tourism, Radio, Film and Television and Sports Bureau of Yueyang City, Hunan Province stated that from now until July 31, some scenic spots in Pingjiang County will provide preferential measures for tourists who wear "Hongxing Erke" and "Guirenniao" brand products, eat Baixiang instant noodles or drink Huiyuan juice .As a well-known slogan of "TO BE NO.1", Hongxing Erke once carried the youth of many people when they were young.
In 2000, Hongxing Erke Industrial was established and listed on Singapore Stock Exchange in just 5 years. At that time, Hongxing Erke's turnover reached 600 million yuan.
This company has also experienced hardships. Using the Weibo post published by President Wu Rongzhao on July 25, "In 2003, Hongxingerke encountered heavy floods, half of the equipment and a large number of raw material assets were flooded, and the factory was struggling. 2008 encountered another financial crisis."
In 2015, a fire burned down nearly half of Hongxingerke's production equipment, causing Hongxingerke to cash flow to face a break at one time.
In 2008, Hongxingerke's turnover had reached 2.8 billion yuan, and then its revenue declined in 2009. In addition, Hongxing Erke was also in a situation of internal management chaos. After the stock was suspended for many years, he was eventually delisted on Singapore Exchange .
As domestic brands such as Anta and Li Ning have risen since 2017, they have gradually seized market space, but Hongxing Erke has gradually lost its voice. In the 2021 Tmall 618 sports outdoor category transaction data, the transaction volume of pre-sale of the national sports brand increased by more than 500% year-on-year, Anta, Li Ning, Peak, Xtep and 361°, accounting for the top five in brand and store transaction volume, while Hongxing Erke failed to make the list.
According to the announcement released by Hongxingerke on the Singapore Exchange, Hongxingerke suffered a huge loss of 298 million yuan in 2018. In the first half of 2020, Hongxingerke lost 600,000 yuan, making netizens think that Hongxingerke "can't survive."
Wu Rongzhao responded to rumors on July 25, saying, "The transformation process faced is still very difficult, but it is not as 'on the verge of bankruptcy' as many netizens joked. I firmly believe that as long as we keep our original aspirations, stick to our industry, and work hard to create high-quality products for users, we will one day be recognized by users."
The county-level city behind Hongxingerke: once known as the "Jinjiang Shoe Capital", and many domestic brands such as Anta and Xtep were born
Speaking of Hongxingerke's development, we have to mention a place where domestic products are concentratedly born - Jinjiang, Fujian.
Jinjiang is a county-level city located on the southeast coast of Fujian. It is located in the middle of the Pearl River Delta, Yangtze River Delta and Taiwan Island Triangle. In 2019, the regional GDP reached 254.618 billion yuan.
Thanks to its geographical advantage, in the 1980s, Jinjiang, which was still a small county town, began to develop the shoemaking industry, also known as the "Jinjiang Shoe Capital". In the early days, it basically took over OEM processing of foreign brands. Later, as foreign trade was done for a long time, more and more companies realized the importance of independent brands, and many domestic brands were born.
Anta, Xtep, Peak, Hongxingerke, 361°, Delhui, Jordan, Guirenniao, Xidelong and other brands are all born here. It can be said that Jinjiang's rise in the past few decades is also a microcosm of China's move from manufacturing to creation after my country's creation after reform and opening up.
In addition to sports brands, Jinjiang has also produced many industrial economies such as Qi Brand , Jinba Men's Clothing , Heng'an Group , Panpan Food, and other industrial economies.
In 2005, Hongxingerke was listed on Singapore ; in 2007 and 2008, Anta and XP were listed in Hong Kong successively; in 2009, 361° and Peak were also listed on 3. During this period, Jinjiang's footwear and clothing industry reached an unprecedented prosperity
In March 2021, the Hurun Global Rich List was released, including 13 Jinjiang entrepreneurs. Among them, Anta is the "rich-making factory" in Jinjiang, and 24 senior executives from Ding Shizhong , Ding Shijia , Ding Yali, and Wang Wenmo html are on the list.
According to the information released by local media in Jinjiang in July 2019, local companies have been continuously entering the high-end product field of the same industry by acquiring international brands in recent years. "97 companies including Xtep and Hsopwolves have also set up business institutions overseas."
In addition to Anta, another brand of Jinjiang Origin, XP has also taken great strides in the international market in recent years. Previously, it has acquired brands such as Mail and Saint Connie, Geshiwei, and Paladin, and has continuously launched national style sportswear. Data shows that XP revenue in 2020 was 8.1 billion yuan.
There is another sports brand 361° that started in 2003. In addition to making efforts in children's clothing, 361° has also established sales outlets in the United States, , Brazil, , Europe and other places. Data shows that 361°'s annual revenue has exceeded 5 billion yuan since 2016.
On the other hand, Hongxingerke and Peak's development paths were not smooth, and both companies were delisted one after another. A reporter from Beike Finance noticed that Peak has repeatedly reported that it will make an IPO in A shares of , and there is no new progress yet.
Behind the national trend: Anta's revenue is 35.5 billion. Li Ning's stock has risen 9 times in 2019. It is worth mentioning that under the trend of domestic sports in recent years, brands such as Anta have taken the lead.
, a domestic brand founded in 1991, will also have limited products sold in the United States in recent years. For example, Anta KT3-Rocco has launched limited sales in the United States, and there are also a long queue of thousands of people on the street where its Nice Kicks shoe store in San Francisco is located.
At present, Anta has found young stars Wang Yibo and Guan Xiaotong to endorse, as well as skier Gu Ailing and American professional basketball player Thompson. FILA, a subsidiary of Anta, has become a representative of high-end sports brands in recent years.
2019's top 500 rankings, Anta ranked 351st. Data shows that Anta's total revenue in 2020 was 35.5 billion yuan, of which 15.7 billion yuan came from brand Anta, 17.45 billion yuan came from FILA, and other brands had revenue of 2.3 billion yuan.
In addition, Anta's gross profit margin is also rising. According to Anta's 2020 annual report, the company's overall gross profit margin rose to 58.2%. Among them, the gross profit margin of the brand Anta is 44.7%, and the gross profit margin of FILA is 69.3%.Anta said that the increase in Anta distribution's gross profit margin is due to the direct consumer model that leads to the increase in retail business contribution.
Picture description: Anta 2020 Annual Report
When Jinjiang sports brands were blooming, Li Ning undoubtedly became the industry leader in the national trend. Walking Paris Fashion Week , publishing cross-border joint products and a trendy design sense, let Li Ning's national trend image be at the forefront. Data shows that Li Ning's revenue in 2020 was 14.456 billion yuan, of which footwear revenue was 6.338 billion yuan and clothing revenue was 7.365 billion yuan.
According to Li Ning's official website data, as of June 30, 2020, there were 5,973 sales points in China (excluding Li Ning YOUNG), and continued to develop business in Southeast Asia, India, Central Asia, Japan and South Korea, North America and Europe.
From January 2019 to July 23, 2021, Li Ning's increase in Hong Kong stocks reached 915.38%. According to the closing price of on July 23, Li Ning's total market value is HK$209.2 billion.
The rise of domestic products in recent years has greatly increased consumers' attention, identity and trust in domestic brands, which is also an inevitable result of our cultural confidence. According to statistics, in 2020, under the same products, the proportion of consumers who tend to purchase domestic products is as high as 84.2%.
On the other hand, these domestic brands have been using their own strength to shoulder social responsibilities, doing a good job in industry and paying attention to charity have become the code of conduct for many companies. In the journey from manufacturing in China to creating in China, more and more outstanding companies are heading towards the global competition stage.
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