Sales on JD.com soared 52 times and 8 million people rushed into the live broadcast room
Hongxing Erke, who has been "wildly consumed": it is not "on the verge of bankruptcy" and will not swindle donations
On July 24, the customers of Hongxing Erke store on Yan'an Road, Hangzhou, Zhejiang Province were in full house
"Please spend rationally!..." In the live broadcast rooms where major anchors are selling crazy, there is such a "clear stream": the anchor almost says "Please spend rationally!" every three sentences. And consumers do not listen to the advice "wild" consumption?
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Because of the announcement of the donation of 50 million yuan in materials to Henan, Hongxing Erke has been hotly searched. On July 23, sales increased by 52 times year-on-year. Only on the live broadcast of Douyin, it has achieved sales of more than 77 million yuan.
When Hongxing Erke succeeded in "out of the circle", there were also voices of doubt.
On July 24, some netizens questioned the authenticity of Hongxing Erke's donation of 50 million materials.
Some netizens suggested that Hongxing Erke is on the verge of bankruptcy...
In response, One Foundation, Zhengzhou Charity Federation, and Hongxing Erke President Wu Rongzhao issued statements in response to the donation of Hongxing Erke.
Consumers support Hongxing Erke to start "wild consumption"
During the period from July 15 to July 21, Hongxing Erke’s live broadcast room had less than 10,000 viewers, and even some live broadcasts had less than 1,000 viewers.
Recently, Hongxing Erke’s live broadcast room has received more than 8 million viewers. Even if the anchor repeatedly called for "rational consumption", it could not stop the enthusiasm of netizens, and the product was robbed as soon as it was put on the shelves.
Not only the online enthusiasm is high, but the offline stores of Hongxing Erke are also selling well.
Some netizens even broke the news that some of the store model clothes were snapped up and sold out.
On July 24, the Hongxing Erke store on Yan'an Road, Hangzhou, Zhejiang became the most lively place in typhoon days!
On July 24, it was reported by the media that a man in Nanjing, Jiangsu Province bought a 500 yuan product in a Hongxing Erke store. At the checkout, the man scanned the QR code to pay 1,000 yuan and turned and ran. The clerk reacted after leaving and looked for a refund from the man.
The incident was also ridiculed by netizens as "really wild consumption", and also called Hongxing Erke the "new version of Overlord Meal."
According to a report released by JD.com on July 24, the overall sales of Guochao sports brands on the 22nd and 23rd increased by more than 280% year-on-year.
Among them, running shoes, basketball shoes, sports pants, T-shirts, etc. have become the highest-selling categories. The sales of sports brands such as Hongxing Erke, Anta, 361 Degrees, and Peak have soared, ranking in the forefront of sales.
It is worth noting that the sales of Hongxing Erke on the 23rd increased by more than 52 times year-on-year!
Netizens questioned: Can Hongxing Erke, which is about to go bankrupt, donate 50 million?
On July 24, a netizen published an article "How can Hongxing Erke, who donated 200,000 bottles of ice dew mineral water, donate 50 million materials?
", a question mark was raised on the 50 million materials donated by Hongxing Erke.
The above article said: "Since the announcement of the donation of 50 million yuan in materials on July 21, to 16:00 on July 23, through publicly available data, Hongxing Erke only donated 200,000 bottles of ice dew mineral water through the One Foundation. ""Taobao's average price is about 1 yuan per bottle, and the materials this time are worth about 200,000 yuan."
In recent years, Hongxing Erke has faded out of public view, and many netizens even think that Hongxing Erke is about to "bankrupt".
On November 14, 2005, Hongxing Erke was listed on the Singapore Stock Exchange and became the industry's first apparel brand to be listed overseas, predating companies such as Anta and Xtep.
A search by the Red Star Capital Bureau found that according to the WeChat public account of the Jinjiang Economic News, Hongxing Erke was listed as the top 100 Fujian private enterprises in 2019, ranking 81st, and announced its operating income of 2,227.9 million yuan.
In 2020, Hongxing Erke will once again be on the list of the top 100 Fujian private enterprises, ranking 82nd, with an operating income of 2,84334 million yuan.
Compared with Anta, Li Ning, Xtep International, and 361 Degrees, this revenue is still far behind.
In 2020, Anta, Li Ning, Xtep International, and 361 Degrees have annual revenues of 35.51 billion yuan, 14.457 billion yuan, 8.172 billion yuan, and 5.127 billion yuan respectively.
From this point of view, Hongxing Erke is not as good as one-tenth of Anta and one-fifth of Li Ning.
Zhengzhou Charity Federation: The materials were delivered in batches, and the donations have been received
On the morning of July 25, the Red Star Capital Bureau called the Zhengzhou Charity Federation. When it mentioned the materials donated by Hongxing Erke, the staff of the other party said: "Too many people called to ask about the donation of Hongxing Erke. At present, we have a dedicated person to do so. Hongxing Erke."
According to the reminder of the Zhengzhou Charity Federation, the Red Star Capital Bureau interviewed Mr. Wang, the person in charge of the third fundraising department of Hongxing Erke.
"On July 21st, Xiamen Zhanle E-Commerce, a subsidiary of Hongxing Erke, signed an agreement with Zhengzhou Charity Federation. The agreed content is 29 million yuan in materials and 1 million yuan in donations. Now the 1 million yuan in donations has arrived. According to the account, 29 million yuan of materials were delivered in batches." Mr. Wang said.
Mr. Wang told the Red Star Capital Bureau that after receiving the donation from Hongxing Erke, it will gradually be made public: "We are actually publicizing it in batches. If the disaster situation has really stabilized in the past, we will come to a general statistics. If there is no Hongxing Erke on it. , That is fraudulent donation, we can sue them."
One Fund: 2 million emergency funds, Hongxing Erke has allocated
At 11 a.m. on the 25th, One Foundation also released the "Explanation on Hongxing Erke's donation of 20 million yuan in materials."
The note mentioned that on July 21, Hongxing Erke signed a donation framework agreement with One Foundation, and the two parties agreed to donate cash and materials to One Foundation starting on July 20, the total value of which would not exceed RMB 20 million, including RMB 2 million in cash donations and 18 million in material donations.
Regarding the progress of Hongxing Erke’s donation, One Foundation said: “The above 2 million yuan emergency fund Hongxing Erke has been allocated and will be received in the next few days. Other related materials will be received and distributed by One Foundation in batches according to the arrival of the materials and the needs of the disaster area. "
Earlier, One Foundation mentioned in its WeChat public account: “The first batch of bottled drinking water supported by Hongxing Erke through One Foundation has delivered over 50,000 bottles of bottled water to Zhengzhou on the 23rd. Nearly 150,000 bottles of bottled water will be sent out in the next two days. More disaster-affected communities in Henan.” Regarding the 200,000 bottles of bottled water, One Foundation also responded that as of 22:00 on the 24th, the first batch of materials exceeding 200,000 bottles of bottled water had all been delivered to the disaster area.
The president responded:
The company is not "on the verge of bankruptcy"
After the low-key donation news was fermented, related topics such as "Hongxing Erke's Weibo comments are so sad" were once on hot search. The first comment on the company's official Weibo was "I feel like you are going to go bankrupt and you donated so much." As of press time, the number of likes has exceeded 780,000 times.
In the early morning of July 24th, Hongxing Erke President Wu Rongzhao said on Weibo: "In recent years, through active adjustments with the team, certain benefits have been achieved. The transformation process is still very difficult, but it is not like many netizens. The ridiculous "on the brink of bankruptcy". I firmly believe that as long as I stay true to my original intention, adhere to the industry, and create high-quality products for users with my heart, one day will be recognized by users. Until recently, the floods in Henan made me feel the same. I did this strength and unexpectedly. Received the wave of support and care from netizens, I feel flattered, and a bit "snapped", besides being grateful or grateful!" Regarding the questioning of netizens’ fraudulent donations, Wu Rongzhao said in the video that he will continue to perform according to the needs of charities. Donation commitment.
"Out of the circle" with strength is the last word
In recent years, the national tide has been very hot. After the dual tests of the epidemic and floods, the national identity and cultural self-confidence have been raised to a whole new level. Under this background, the national tide economy has flourished.
"Cultural self-confidence" is the theme of the times, and it has become an extremely important resource, constantly reshaping the image and status of Chinese domestic brands.
The driving force for the rise of the domestic product consumption track is not only the improvement of consumers’ national self-confidence and cultural pride with the enhancement of my country’s economic strength, but also the new heights of Chinese products and brands in terms of quality, design, technology, innovation, and supply. Strong support for new infrastructure such as chain, logistics, big data, and the Internet.
For brands, whether they can grasp the opportunity of "out of the circle" and truly use product strength to gain consumers' love is the last word for development.
Chengdu Commercial Daily-Red Star News Correspondent Lu Yanfeiqiang Asia Milling CCTV Finance