As of August 27, 2021, Hongxing Erke has not gone bankrupt. Erke was “closed down” because when Anta completed its transformation through the acquisition of FILA, Li-Ning re-emerged with the help of the Internet, and national fashion brands competed with Adidas Nike, Erke became more and more “low-key”. No wonder some netizens thought it had gone bankrupt.
Hongxing Erke may indeed have some flaws in its marketing methods. Although the quality of the Hongxing Erke brand is very good and the price is relatively low, Hongxing Erke does not pay attention to publicity and does not invite popular celebrities to advertise the brand. , thus gradually fading out of consumers’ horizons. And last year, according to official news, Hongxing Erke lost hundreds of millions of yuan. Therefore, Hongxing Erke was already on the verge of bankruptcy.
Donate 1 million again! Hongxing Erke is not afraid of bankruptcy, and the reasons behind it are sad.
Before July, the well-known domestic sports brand Hongxing Erke was almost bankrupt, but it made a decision that everyone could not understand and donated 50 million yuan to the disaster-stricken areas in Henan.
It is such a domestic enterprise with an annual turnover of 220 million yuan and on the verge of bankruptcy. After the disaster in Zhengzhou, it did not hesitate to donate 50 million yuan. Such a huge donation and a negligible sense of existence formed a distinct The comparison shocked many people: I feel like I am about to go bankrupt!
Under the invasion of foreign brands, the presence of domestic brands is getting lower and lower. According to statistical data, Nike’s domestic turnover in 2020 is about 50 billion yuan, and the turnovers of Anta and Xtep are respectively At 35.5 billion yuan and 8.1 billion yuan, Hongxing Erke is the worst, with a turnover of only 2.8 billion yuan and a loss of 220 million yuan. Why is the price so low and the quality not bad, so no users are willing to choose Hongxing Erke?
No one expected that a company on the verge of bankruptcy would make generous donations at a time of national crisis. Such a move touched all the Chinese people. For a time, people across the country began to spontaneously help this national company. After overcoming the difficulties, the products in the official flagship store, live broadcast room and offline physical stores were sold out, and Hongxing Erke products were out of stock for the first time.
According to statistics, Hongxing Erke’s live broadcast sales can reach 170 million yuan, and it has completed 16% of its sales in 2020 in just half a month. With everyone’s joint efforts, our national enterprise finally no longer needs to Closed.
The kindness of a drop of water must be repaid by a spring. The enthusiasm of domestic consumers has also ignited the national enthusiasm of Hongxing Erke. On August 20, Hongxing Erke once again donated 1 million to Zhengzhou, hoping that through its own modest efforts To complete the post-disaster reconstruction of Zhengzhou as soon as possible, this fund will be donated to the Henan Museum to help the museum complete its repairs.
After receiving the donation, the Henan Museum officially released a message, the content of which was sad. Solidarity and mutual assistance have always been the traditional virtues of the Chinese nation. When one party is in trouble, all parties support it. You are not fighting alone in the face of disaster. With everyone's joint efforts, we can overcome all difficulties.