Pause live broadcast? Fraudulent donation? Why are national brands falling into a quagmire...

      "To be No.1" is a familiar Slogan. Its owner has not even opened a Weibo membership. However, Hongxing Erke, who donated 50 million yuan in the Henan disaster relief, really made the general public feel distressed.

      From the news of the donation on July 23 to the media questioning the authenticity of the donation on the 25th, Hongxing Erke seemed to be riding an invisible roller coaster, with ups and downs and downs...

Suddenly suspend live streaming and selling goods?

      Under the "wild consumption" of netizens, as of the 24th, the sales of Hongxing Erke's six live broadcast rooms were nearly 160 million, and the number of viewers reached 148 million, which means that one in every 10 Chinese people entered its live broadcast room. In addition, the total sales of Hongxing Erke live broadcast reached 612,900, with a total number of likes of 428 million, and the peak number of online users reached 870,700, and the number of fans increased by 7 million!

      You should know that before this, the average number of viewers in Hongxing Erke's live broadcast room was less than 10,000, and some of the views were only a few hundred, which was simply incomparable to the present.

      Continuing the popularity of the online market, many offline physical stores of Hongxing Erke are in short supply, and there are endless customers who come to support the "Light of Domestic Products". A Henan Hongxing Erke store has cleared all the inventory of the past month, and many products have even begun to be out of stock.

Hongxingerke physical store is like a "robbery scene" Source: Weibo

      The inexhaustible enthusiasm and endless patriotism made Hongxing Erke feel what "good enterprises will be rewarded with good rewards". On the 26th, Hongxing Erke suddenly announced the suspension of live broadcasts, not because it was hindered by some kind of obstacle, but because it could not keep up with the rhythm of fans' "wild consumption".

Live broadcast is suspended, all shipments are available: Weibo

      The sales like Wang Yang made Hongxing Erke's entire supply system "overwhelmed". Everyone's enthusiasm and "wild consumption" made Hongxing Erke's system "confused". The original shipment labor could not keep up with everyone's demand for delivery services, so we should devote our energy to after-sales services such as handling orders and shipping, and at the same time, the live broadcast room was suspended.

In response, some netizens even said:

      "Just send the tag, I'll sew one myself"

      "Just send me a courier, don't have shoes."

      "We will never return the goods. If it is not suitable, it is appropriate to go to the hospital for pedicure repairs."

      "This wave, it is a dereliction of duty for our netizens to prevent your factory sewing machines from smoking."

Will the most shining star be praised and killed?

      The heartfelt concerns of netizens have made Hongxing Erke’s popularity unprecedented, becoming the most shining star on Weibo recently.

      Hongxing Erke has a high support in the sinking market, and its affordable positioning has competed staggeredly with most brands on the market. From the early stage of OEM and OEM to the current integration of production and sales, the quality of the product itself is also a long board that consumers talk about. Some netizens even joked: I just bought shoes that I had been buying for 10 years, but I haven’t worn them yet, and I can’t change them to new shoes. I’m so angry.

      The donation incident in Henan is not the only good deed of Hongxing Erke. According to incomplete statistics, Hongxing Erke donated 6 million yuan and a large amount of materials during the Wenchuan earthquake in 2008;

      In 2013, it jointly donated more than 25 million yuan of charity materials with the Fujian Disabled Persons' Federation Foundation;

      In 2018, 60 million yuan of charity materials were donated to the Fujian Provincial Disabled Welfare Foundation;

      In the same year, 20 million charity materials were donated to the China Disabled Persons' Federation;

      In 2019, 100 million yuan was donated to the China Disabled Persons' Federation, Hebei and Shandong;

      During the 2020 epidemic, 10 million yuan of materials were donated to Wuhan;

      It can be seen that Hongxing Erke has never given up his support for public welfare for many years, and this is the cornerstone that it is unexpected and reasonable.

      When Hongxing Erke became the hottest "light of domestic products", it just ignited the patriotism in the hearts of the people. The bitter journey of donating 50 million supplies, losing 200 million yuan, being unable to afford Weibo members, and being "on the verge of bankruptcy" is stoking the heartstrings of every citizen.

      "You can't let good people suffer losses" should be the voice of netizens these days. Even a consumer spent 500 yuan in a physical store but threw away 1,000 yuan like a "thief".

      These are the spontaneous and sincere behaviors of the people, and they also set up a character for Hongxing Erke as a "patriotic brand that does things silently", giving the brand a positive energy label, and becoming a patriotic benchmark in the public's mind.

Written at the end

      This is a successful case that is difficult to replicate or even unreplicable. How to grasp the temporary dividends is also a crucial step for Hongxing Erke in this rapidly changing market.

      A brand may be a double-edged sword from a long-term perspective when it is "spoiled" by fans. Fan emotions can bring about traffic economy and also bring about huge pressure.

      Faced with such great support, Wu Rongzhao, chairman of Hongxing Erke, said that he is only an ordinary member of China's millions of entrepreneurs, and the development of domestic brands requires everyone's common support and care. Please do not "myth" Hongxing Erke, and do not make things difficult for other colleagues. We must maintain the hard-won unity and warm network environment.

      Wu Rongzhao may well understand the danger of being praised and firmly believes that down-to-earth is the real key to corporate development.

      After all, charity is not the core competitiveness of an enterprise. It is just an act of the enterprise to assume social responsibility and an added value. This added value ultimately depends on the content and dynamic product itself and the precise positioning of the development route. After all, the blacksmith still needs to be strong!

      This also proves a truth from the indirection: the best sales are not a painstaking design and routine, but a sincere treatment of others, self-evident self-reliance, and goodness. The same is true for being a human being. If you always have a kind heart and help others, you will have unexpected gains.

      As supporters, we need not only provide love and care, but also provide real suggestions and feedback.

      At the moment when national brand awareness is awakened, we can truly achieve arm wrestling with international brands only by uniting and growing together. I hope Hongxing Erke lives up to expectations and become the most unbreakable link that carries the will of the people!