"Grounding" Marketing Of Hongxing Erke Micro Running Shoes

When "Thailand" and "Thirty three Days of Broken Heart" swept through foreign blockbusters, we should realize that the era of "being close to the ground" has arrived. Not all products are suitable for tall and tall, and even the best marketing method will become very bad if it is used in the wrong place. It is very important to identify your consumer group and find the MrRight marketing method that is suitable for you.

In the spring of 2014, Hon Sing Erke launched a new product, micro running shoes, which attracted the attention of consumers and netizens through a grounded marketing communication mode.

　　 Grounding gas—— attitude Be bold and don't pretend

In order to create a momentum for the emergence of new micro running shoes, Hongxingerke directly expressed his mind on the official micro running shoes from the beginning: "You don't need professional running shoes". The humorous and self mocking copywriting, together with the small and fresh cartoons, reveals the drawbacks of professional running shoes. Professional running shoes have always been the main product category of sports brands. In this category, the marketing war has never stopped. Hung Sing Erke once fixed the image of professional sports in the minds of consumers, and also launched professional running shoes. Now it turns to the field of casual fashion clothing, directly turns the spearhead, and bombards professional running shoes. It may not be brave enough to do this.

　　 Hongxing Erke official website microblog cartoon

Not only that, in this round of publicity, Hon Sing Erke refused to be tall. There was no celebrity endorsement, and there was no creative self admiration. With clear selling points, it communicated with young partners in a grounded language. The brand even bravely ridiculed itself, put down its posture, and frankly and interestingly expressed the audience's original cognition and feelings.

　　 Grounding - the test is the wisdom of differentiated marketing

Being grounded does not mean lowering the attitude to please everyone, being greedy for perfection, and seeing things as they are, which will only make marketing and products fall into stereotypes and have no characteristics. How to make the product not only superficial but also popular is a test of the brand's wisdom in differentiated marketing.

　　 Hongxing Erke official website microblog cartoon

In view of the spread of micro running shoes, Hongxingerke blazed a new trail, boldly proposed new categories and occupied new market segments, and made it clear that the main target group of micro running shoes is the young people who advocate relaxed and leisure life. They seldom engage in professional sports, go to different leisure occasions on weekdays, and occasionally relax for sports and entertainment. They hope that a pair of shoes can meet a variety of matching, suitable for different occasions, and avoid tedious. After such precise positioning, the micro running shoes came out brightly, and through such publicity claims as "you don't need professional running shoes" and "micro running shoes are not professional running shoes", the advantages of "micro running shoes" that are more fashionable, more casual, and more wearing occasions were cleverly conveyed, and the product benefits directly hit the purchase motivation of the target group, thus successfully occupying the blank market between professional running shoes and casual shoes.

　　 Grounding gas - only to solve consumers' reality demand

I don't need professional running shoes? Do micro running shoes meet my actual needs?

Buses are crowded at work, dogs are taken for walks in the morning and evening, and girls are invited to go shopping and watch movies on weekends... These shoes should not only be comfortable to wear, but also be less abrupt in matching with daily casual clothes. Hung Sing Erke focused on these actual needs of consumers, developed three functional points of microgravity, micro elasticity and micro radiance on the basis of professional running shoes, and made a big deal in style and color. The fashionable appearance and bright colors enable the micro running shoes to meet the actual needs of consumers. School playground CBD、 Sidewalks SHOPPING MALL、 Community corridors... wherever you go, micro running shoes can make you match freely and easily.

There is no doubt that the characteristics of Hongxing Erke's "micro running shoes" have well solved the actual needs of young people. While deeply understanding the way of "marketing is to peel off people's eyes", we also deeply understand the wisdom of "seeing the truth behind the eyes".

This round of Hongxingerke's publicity attitude is sincere, the target is accurate, the product functions are well supported, and the grounding marketing publicity has both "gunpowder taste" and "human touch", which can be regarded as a successful marketing case. However, how can domestic footwear and clothing brands win fans and gain recognition in the international market by virtue of their own characteristics and tension? This is still an urgent problem for us to solve. After all, it is easy to catch the eye, but not the heart.