Hongxing ERKE Industrial Co., Ltd. (ERKE), founded in 2000, was the first large Chinese sportswear company to list overseas. Despite the difficulties it faced caused by poor management and the decline of its brand influence, ERKE donated ￥50 million worth of aid to disaster-hit areas in Henan, China, shortly after severe flooding in the province in July 2021. The donation caused an unprecedented online event in China and ignited the enthusiasm of netizens for buying ERKE products. Millions of netizens rushed to ERKE’s livestreaming studios and expressed their gratitude and support for the company through “wild consumption.” ERKE became representative in consumers’ minds of excellent domestic products that were part of Chinese fashion trends. Why had ERKE’s donation become such a hot topic and triggered a consumption binge in China? On the heels of this situation, how should ERKE use the opportunity to achieve a long-term competitive advantage in the future?
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