Comparative Study On The Marketing Strategies Of Li Ning And Hongxing Erke On Douyin Based On Content Marketin

As a sunrise industry,the sports industry is a driving force for economic development and plays an important role in promoting the national economy.In 2019,the General Office of the State Council issued the "Outline of Building a Strong Sports Country",elevating the development of the sports industry to the national strategic level.In addition,the level of economic development has improved,and the quality of life of the people has improved,More and more people are considering sports as their higherlevel needs.As an important component of the sports industry,sports goods can meet the basic needs of public fitness and have also developed rapidly.At the same time,with the rapid development of the Internet,China’s digital economy has become a key driving force for stable economic growth.The digital new business market in China has entered a steady development revenue stage,and the development of various short video apps is like mushrooms after rain,accelerating the development of new media.Along with the development of new media,two relationships have changed: Users and content are no longer passively accepted by users,but actively acquire content and have the ability to continue spreading;Users and brands are no longer distant and unreachable,but have shortened the distance between them,deepened communication,and users pay more attention to brand actions rather than just promotion.Among many new media platforms,Tiktok stands out as a new force with huge traffic,which gives brands unlimited opportunities to communicate directly with consumers.More and more enterprises begin to carry out marketing activities with the help of Tiktok.As representative domestic sports brands,Li Ning and Hong Xingerke are particularly prominent in the sports goods industry,and have also made remarkable achievements in Tiktok’s marketing.During the 818 E-commerce Festival in 2021,they will rank first and second in Tiktok’s platform.One is Li Ning,who went to the high-end with the "Li Ning" aura,and the other is Hongxingerke,who started from scratch with his father and son.It is of great research value how to use Tiktok marketing strategy to meet consumers’ fragmentation demand preferences in the complex environment of new media.This paper uses the methods of literature review,case analysis and comparative study to study and analyze the marketing strategies of Li Ning and Hong Xingerke Tiktok.On this basis,based on the content marketing theory,this paper conducts indepth research and discussion from three aspects: content selection,content form and content creativity,and draws the following conclusions.Firstly,from the perspective of content selection strategies,the similarity between the two is that they do not involve the field of graphics and text;Li Ning and Hongxing Erke have both established a symbiotic relationship between short videos and live streaming,and the sales ratio of short videos and live streaming is similar;The data on carrying goods by experts is the most impressive,and the majority of "shoulder" experts;They all prefer live streaming rooms with tonality.The difference is that Hongxing Erke has more short videos and live broadcasts than Li Ning;Among the influencers who bring goods,Li Ning mostly chooses the "middle waist",while Hongxing Erke mostly chooses the "tail";Li Ning’s live streaming/short video shows a positive trend,while Hongxing Erke shows a reverse trend;Li Ning pays attention to "vertical category" experts,while Hongxing Erke pays attention to "universal category" experts.Secondly,from the perspective of content form strategy,the commonality between the two is that Li Ning and Hongxing Erke both work together on "global interest ecommerce".The difference is that Li Ning values scenario based marketing,while Hongxing Erke values emotional marketing;Before and after the E-commerce Festival,Li Ning focused more on "product" promotion,while Hongxing Erke focused more on "brand" marketing;Li Ning uses price and technology to anchor marketing,and Hongxing Erke uses emotional social marketing;Li Ning likes "professional" influencers,while Hongxing Erke leans more towards a "grounded" image;Li Ning’s marketing leans more towards the form of "hard advertising",while Hongxing Erke prefers the form of "soft text";Li Ning excels in matrix marketing of products,while Hongxing Erke excels in "people-oriented" social marketing.Thirdly,from the perspective of content creativity strategy,the similarity between the two is that the topics have the characteristics of being active,valuable,informative,and interesting.The difference is that Li Ning likes to present "big productions",while Hongxing Erke likes "realism";Li Ning’s interest in marketing is captured from a comprehensive perspective,while Hongxing Erke leverages marketing to accurately grasp user emotions.Based on this,the following suggestions are put forward for the marketing strategy of Tiktok of Li Ning and Hongxingerke:Firstly,Hongxing Erke should pay attention to matrix marketing,covering centralized scenarios.Hongxing Erke needs to further deepen its consumer scenarios and create a production line that aligns with the logic of e-commerce for different groups of people,promoting overall transformation.Secondly,Hongxing Erke should pay attention to product positioning and identify core differentiation.Hongxing Erke needs to dig deeply into the life scenes of brand users,develop targeted products for Tiktok and brands,and really pry the purchase intention of potential consumer groups.Thirdly,Li Ning should pay attention to user crowdsourcing and play a "combination punch".Li Ning should engage in face-to-face interaction with users,plan and manage traffic well after the arrival of private domain traffic,so that marketing behavior can truly achieve a "combination punch" effect.Fourthly,Li Ning should pay attention to strengthening public opinion control and valuing the cultural and emotional value of users.Li Ning should promote more national culture and correct brand values,and input emotional value into the brand and products,which can also become the greatest bargaining power of the brand.