Bags / Shoes & Accessories

In the past month, Hongxing Erke has become completely popular.

After the heavy rain in Henan occurred, on July 21, Hongxing Erke announced on its official Weibo that an emergency donation of 50 million yuan was made to aid the disaster-stricken area in Henan. As a result, Hongxing Erke has become a hot search, and its sales have skyrocketed in recent days as netizens shout "wild consumption".

Feigua data shows that according to statistics, in just a few days, Hongxing Erke has achieved sales of more than 77 million yuan on Douyin's live broadcast alone.

Direct on-site

Netizen: The sewing machine is going to be smoky

Recently, the reporter visited the Hongxing Erke Sichuan Anyue production base and found that the production base is also rushing production on weekends, and logistics vehicles will transport the products away from time to time.

According to the relevant person in charge, after Hongxing Erke's popular network, since July 23, the shipment volume of the production base warehouse has increased sharply, and the average daily shipment volume has increased from about 4,000 orders to 70,000 or 80,000 orders. There are 410,000 orders waiting to be sent."

To this end, the logistics department of the company's Anyue base has transferred more than 20 employees, and also urgently recruited about 6 workers. In addition, the base rushed production on Sunday, and the average daily output of shoes increased from 11,000 pairs to 12,500 pairs.

In the workshop of Hongxing Erke Anyue production base, workers are busy

In order to catch up with the goods, expedited production on weekends and the average daily shoemaking increased to 12,500 pairs

Plan to increase the production line next year

On July 25, the reporter came to the Hongxing Erke Anyue production base located in the Anyue Industrial Park and found that the recruitment board of Hongxing Erke (Ziyang) Industrial Company was hanging outside the gate.

The display board shows that Hongxing Erke entered Anyue in June 2018 and officially put into production on August 21.

Walking into the factory, in the production workshop, workers are busy in front of their respective operating platforms on the assembly line. According to the relevant person in charge of Hongxing Erke (Ziyang) Industrial Company, the company usually does not work overtime on Sundays, and employees have 4 days off each month. The reason for working overtime is because the market demand is large, and the production is working overtime in order to catch up with the goods.

"On a normal day, the (production) scale of our 5 production lines is about 11,000 pairs (shoes)." The person in charge said that since July 21, after adjustments and encouragement to employees, we now produce about 12,500 pairs of shoes every day. . At present, the five production lines in Anyue base are all shoemaking, and the company plans to add three production lines next year.

Sichuan "General Warehouse": Shipment volume has soared by more than 10 times, with an average daily average of 70 to 80 thousand orders. In addition to transfer support, it also urgently recruits 60 workers

"Hongxing Erke works together from research and development to sales." The person in charge also said that the warehouse of Anyue production base is also Hongxing Erke's "general warehouse" in Sichuan. In addition to the shoes produced in Anyue base, the company can also purchase from Mianyang City. The production bases in Taixian and other places allocate clothing.

In addition, the company generally produces “two-season” production. At present, it mainly produces cotton shoes, while selling mainly summer shoes previously produced and stored.

Later, the reporter came to the logistics warehouse of the production base and found that the logistics vehicles were parked at the door of the warehouse, and the workers were constantly loading goods. In the warehouse, workers are also busy, posting orders and shipping.

According to the person in charge of logistics at the production base, since July 23, shipments from the Anyue base have soared, with 70,000 to 80,000 orders being shipped every day in the last few days.

Previously, the daily shipment volume was around 4000 orders. "There are still 410,000 orders waiting to be sent." He said that there are usually 16 logistics workers in the base.

Because of the surge in shipments, in recent days, in addition to mobilizing 27 or 8 people from the three production bases, the company has also urgently recruited about 60 temporary workers.

Hongxing Erke's offline store sales have soared 10 times, and the shoes on the shelves have been robbed

In addition to setting sales records in the Douyin live broadcast room, Hongxing Erke's offline stores are also extremely popular.

Recently, the reporter visited a number of Hongxing Erke offline stores.

The reporter came to a store on Yunlong South Road, Chenghua District, Chengdu. Customers came to buy Hongxing Erke clothes and shoes, and some even brought their families to "scan the goods". The shoes on the shelves were sold out.

The store manager, Ms. Yan, told the Red Star Capital Bureau that more than 1,000 Hongxing Erke clothes and shoes were sold in the store that day, with a turnover of more than 100,000 yuan, more than 10 times the previous sales.

"Today the shoes are suddenly out of stock. The transit warehouse is in Mianyang, and I haven't had time to send it over." It is understood that even though the sales volume is booming, the price of clothing in this store has not risen, and the usual discounts are still being used.

A family of three bought three pairs of shoes and two pants for 1,100 yuan

In the above-mentioned store, a man brought a family of three to the store to shop.

"I bought three pairs of shoes and two pairs of trousers today, all for my own home use. It cost about 1,100 yuan." The man said that he saw that the online Hongxing Erke sells relatively hotly, so he specially came to support the biggest one. The reason is that Hongxing Erke donated 50 million yuan in materials to the disaster-stricken areas in Henan.

In the Hongxing Erke North Street store in Jinniu District, Chengdu, the sales scene is also hot.

The store manager, Mr. Yang, told reporters that the sales volume in the past two days was about three to five times as much as before, and the turnover has increased significantly. "The offline word broke out from today as a whole, but it will not be out of stock." Mr. Yang said with a smile.

Jingdong report data: Guochao sports brand surged 280%

According to the data reported by JD.com, on July 22 and 23, Guochao sports brands showed an overall growth of 280%. Among them, running shoes, shoes, sports pants, T-shirts, etc. became the highest-selling categories, Hongxing Erke, Anta, 361 Degrees, Peak The sales of other Guochao sports brands have skyrocketed, ranking in the forefront of sales.

On the afternoon of the 24th, Feigua data showed that after nearly 48 hours of continuous live streaming on Douyin, the number of likes in the live broadcast of Hongxing Erke's Douyin live broadcast reached 420 million, which became the highest record for live Douyin. The cumulative sales of the three live broadcasts of Hongxing Erke exceeded 130 million yuan.

In the face of a sudden increase in sales, Hongxing Erke President Wu Rongzhao reminded everyone in a video on the afternoon of the 25th that you must consume rationally and avoid causing trouble to other peers.

Regarding the donation of 50 million yuan in materials, Wu Rongzhao said that some of the materials have been sent out and will continue to fulfill the donation commitment according to the needs of charitable organizations.

At the same time, I hope everyone will focus on the disaster scene and pay more attention to the first-line rescuers.