After Xiaomi And Ruixing, Why Does Hongxing Erke Become The "Three Spiritual Treasures" Of Young People

At the beginning of 2025, sports brands will roll up. In particular, foreign big brands have frequently acted in China. Nike has won the outdoor equipment supplier of the Chongli 168 Super Cross Country Race. Arthur has made it clear in his vision that he will give priority to expanding the Chinese market and seizing shares; Lululemon disclosed in the financial report conference call that he will continue to look for opportunities in the first tier to third tier cities in China. But the reality before us seems to indicate the common anxiety faced by foreign brands: The 2024 Global Sporting Goods Industry Report shows that global giants are losing their advantages in industry competition, and Chinese local brands account for about 60% of the market share of the top 20 brands. When international brands appeared in the Chinese market one after another "acclimatized", "modern consumption" found that the national sports brand Hongxingerke entered the youth circle with its popular products and highly resonant youth values.

On the Little Red Book, some young people commented that "Buying international brands is for face, and wearing Hongxing Erke is for self encouragement." This sentence, which is widely circulated among young people, is like a stone thrown into the center of the lake, arousing layers of thinking about consumption and value. 01 Young pioneers are subverting the change of the market sports brand reputation and sales volume, behind which is the rise of young pioneers and the great change of consumption concept.

At the beginning of 2025, Wang Xingxing, founder of Yushu Technology, Liang Wenfeng, founder of DeepSeek, and Jiaozi, director of Nezha series, like three dazzling stars, have steadily occupied the center of attention of the whole network. Their influence, like the surging waves, quickly swept across the world, setting off an unprecedented upsurge in their respective fields. They did a "hot blooded" thing at the same time - overturned the past definition and found their own way of solving problems in life. Wang Xingxing was obstinately making a dangerous leap in the field of quadruped robots when his peers were completing the tutorial project step by step in the laboratory. Although Liang Wenfeng's AI journey perfectly deduces the script of the standard school bully, it reveals the "rebel gene" in the research and development of DeepSeek. When mainstream AI companies gather in large model arms race, he takes his team to deepen cognitive reasoning.

Liang Wenfeng once said: "Love is the biggest power. When you are passionate about something, all difficulties will become insignificant." The counter attack myth of director Jiaozi completely tore up the standard template of success study. A talented student of West China Medical University, he closed the door to study the "Animator Survival Manual"; Others look for blood vessels on the operating table, and he looks for arc lights in the separation script. From them, what is projected is the undefined values of the cutting-edge youth - Wang Xingxing insists on completing robot design regardless of academic pressure, Jiaozi abandons pharmacy to join the animation industry, and Liang Wenfeng has crossed over from quantitative investment to artificial intelligence. They are all brave to follow their inner love and go all out for their dreams. The rise of cutting-edge youth also puts forward new requirements for consumer brands. The 2025 China New Consumption Insight Report reveals a shocking fact: young groups are reshaping the consumption pyramid.

When the traditional middle class regards the house, car and deposit as the standard configuration of life, the "three spiritual treasures" of the young generation have been iterated - cost performance is the foundation, values are the pillars, and social currency is the dome. Young people are no longer obsessed with the brand premium of Starbucks. Ruixing Coffee breaks the rule that coffee must be priced high, and also gains the hearts of young people; Xiaomi Auto has successfully killed many of its predecessors and become the "first sports car for young people". Hongxingerke, which develops products based on the national sports needs, has also gained a firm foothold in the hearts of young people after the decline of wild consumption. Take the park running shoes that are frequently popular among young users as an example. Through the creation of the mental pieces of the park running shoes, Hongxingerke uses the ultimate products to help citizens better enjoy healthy sports life and protect their health every step. Wu Rongzhao, chairman of Hongxingerke, specially said: "Park running shoes redefine the value of national running shoes: not only for racing, but also for every citizen to enjoy the joy of running."

It can be said that the iterative upgrading of products can increase the national movement's sense of happiness; And the trend of national brands returning to products and roll technology has also given young people the confidence to choose more domestic products. 02 A strategic breakthrough with a sense of temperature The process of Hongxingerke's continuous efforts to attract young people is actually a strategic breakthrough with a sense of temperature for Chinese sports brands. On March 3, 2025, the national sports brand Hongxingerke held the annual "303 Sports Science and Technology Day" conference in Shanghai, officially announced the comprehensive advancement of the brand's "born for the national sports" strategy, and released a series of product matrices and weighty plans. This comprehensive upgrade of brand strategy is a two-way journey with the people:

The first is to become the "identity badge" of the cutting-edge youth. In order to meet the needs of the new and cutting-edge youth to "wear and match is the attitude", technology is the greatest strength. Many years ago, Hon Sing Erke promoted "technology leading" in the field of footwear and clothing, committed to scientific and technological innovation, and cooperated with the world's top sports research institutions, focusing on "new technology, new materials, and new design". At this press conference, the 2025 product matrix also ushered in a new appearance. Hongxingerke launches product layout around four core scenes: road scene, body measurement scene, park scene and basketball scene. At the same time, Hongxing Erke silver ant sunscreen clothing won the ISPO Global Award. It uses a new bionic silver ant sunscreen fabric, based on the bionic principle that Saharan silver ants keep cool in extremely hot environments, which can effectively enhance the solar heat shielding ability and provide users with a desert level sunscreen experience. These innovations are a national brand that proves that "domestic products are worth it". The second is to use good products to give back to the people. In the field of running shoes, the most popular sports brand, it is not easy to exceed expectations. The listing of Hongxingerke Park running shoes reflects Hongxingerke's insight into national sports demand.

As an indispensable sports scene in daily life, running in the park was a sports choice that was not paid attention to in the past. The running road conditions in the park are far more complicated than expected. They often face not only plastic runways, but also wet or cement roads, footpaths, stone brick roads, etc. The requirements for running shoes are both cushioning and lightweight. The upgraded anti twist piece and full-length caterpillar rubber outsole design of Hongxing Erke Park running shoes can effectively cope with the changing road conditions in the park. Whether it is a flat track or a winding path, it can provide stable and comfortable wearing experience for runners. At this press conference, Hongxingerke also launched a new generation of product matrix. Among them, the ultralight carbon plate racing shoe Feiyi redefined the benchmark of domestic professional running shoes - Feiyi gift box, which was sold out in one minute on February 22, with the core design concept of "elasticity, durability and lightness".

In addition, Zhijing PRO2, which helps professional athletes and top elite runners, once again amazed the whole court with its appearance and strength. It is reported that it has helped more than 200 runners to get on the podium, which is worthy of the name "dark horse of running shoes". Hung Sing Erke has always been a benchmark for sports brands to understand and innovate. It is not only a technological breakthrough, but also has achieved amazing appearance, and has frequently made its mark among cutting-edge young people.

In this process, Hongxingerke, as a national sports brand, has become the choice of the times for running in China. Running in Hongxingerke is not to show off the equipment, but to prove that Chinese goods understand the needs of new young people better, and these young people can also adhere to their love. 03 When the sports brand becomes "spiritual equipment", Chinese products will have a new mission from the park to the marathon and then to the life track. Can Hongxing Erke continue to become a "runner" for the growth of new young people? The answer lies in every polishing of product details and the awe of the word "sincerity". First of all, Hongxingerke has always attached great importance to the long-term construction and maintenance of consumers, and has always been on a firm line to be a national brand that is friendly and beneficial to the people and can provide good emotional value to the public.

Under the strategy of "living for the national sports", Hongxingerke did not limit itself to serving only professional runners, but instead focused on a broader base of ordinary sports enthusiasts, extending sports services. For example, Hongxingerke also launched the "National Sports Assistance Plan", which landed in national sports classes in many cities across the country, and formed a national sports coach team to lead the training, benefiting a large number of ordinary runners. It is reported that the "Hongxingerke Park Running Competition" covering thousands of runners has also been officially launched, with Changsha Juzizhou as the first stop, starting on March 6. What the products and services reveal is the value of this enterprise - the national brand is the national. This is Hongxingerke's self commitment and mission, as well as its simplest response to the recognition and encouragement of Chinese people.

According to "Modern Consumption", 2024 will be the year when the brand strategy of Hongxingerke "born for national sports" is fully implemented, and the brand strategy will achieve remarkable results. Hongxingerke serves more than 30 million runners. Zhijing series of running shoes will become the top 1 in terms of industry growth rate with 17.9% of the top three runners in China and Malaysia. At the same time, whether it is Chinese style technology derived from Chinese philosophy, such as "Qi Technology", to deep cooperation with Henan Museum, co branding with Guoman Rabbit, to relay the cultural heritage and national style elements in Chinese culture, to carry out youth designers' co creation competitions and hold fashion shows for consecutive years, Chinese youth design shows, etc, Hongxing Erke is sincerely conveying the beauty of Chinese culture.

Cultural self-confidence is also the foundation for young people to adhere to self and look at the world squarely. Hung Sing Erke and the young group work together to explore and create traditional culture, so that more people can deeply understand and love Chinese culture, and rebuild cultural self-confidence. This is the mission and responsibility of a national brand. It can be said that "living for the national movement" is Hongxingerke's original intention to help the national movement and protect the national health for 24 years. It is not only a brand new strategy, but also the starting point and foothold of all products and services of Hongxingerke.

Wu Rongzhao said emotionally at the press conference: "We don't chase the wind, we only guard everyone who runs against the wind." When international brands are not acclimatized in the Chinese market, Hongxingerke chose a differentiated path. Hongxingerke's national sports classes have been launched in 44 cities across the country, serving more than 500000 people, and playing a role that a national brand should play in improving the national physical quality. This wisdom enables it to firmly grasp the mass market while maintaining high-end technology. This may be the most valuable enlightenment Hongxingerke has given to Chinese brands: on the commercial track, only when it resonates with the spirit of the times, can we achieve real acceleration. Content source: Modern consumption