Hongxing Erke donated 50 million and was praised and distressed by netizens, but Xtep is unknown. Why is this?

It is not just Xtep that is unknown, but also all domestic products. Hongxing Erke's donation has attracted the "unique favor" of the people. This is more because Hongxing Erke's insistence on low-key charity behavior in the context of Hongxing Erke's own "bleakness" can attract people's passion. When coupled with the public opinion and traffic, the nation supports justice and domestic products. The complex is tied to Hongxing Erke alone.

Xtep failed to get the dividends of public support. The reason can be analyzed in comparison with Hongxing Erke. First of all, Xtep’s donation of 30 million yuan compared with Hongxing Erke’s 50 million yuan has naturally become a “philanthropic background”; in addition, in terms of brand reputation and influence, Xtep seems to be more suitable for the public who are “big companies and not short of money” impression. Reports show that Xtep’s net profit for 2020 was 513 million yuan, a decrease of 29.5% compared to 2019. Under the influence of the epidemic, this data is already very respectable.

On the other hand, after Hongxing Erke delisted from the Singapore Stock Exchange, there was not much information. In addition to the news of flooding and fire in the factory, subsequent reports were mostly commercial silence. Hongxing Erke seems to have no sense of existence except for the sentence "To Be NO.1", so it has become the impression stream of "small business" among netizens. Therefore, companies with a low sense of existence naturally attract more attention. After the first netizen released the information that Hongxing Erke was "on the verge of bankruptcy", his admiration for doing charity because he had no time to take care of himself quickly ignited public enthusiasm. At this point, netizens launched a focused search for Hongxing Erke.

After netizens’ investigation of Hongxing Erke’s charity, the following data were obtained:

25 million yuan donated in 2013!

Donated 60 million yuan in 2018!

Donate 110 million in 2020!

Donate 50 million yuan in 2021!

Especially after this year’s Xinjiang cotton was smeared and boycotted by foreign countries, Hongxing Erke bought all the advertising space at the international airport and put up slogans supporting Xinjiang cotton. A conscientious enterprise that has always been silently upholding justice. Unfortunately, the truth about the low-key donation of 50 million was uncovered by netizens, which triggered a demonstration of conscientious enterprises. For this kind of just and conscientious enterprise, it is definitely a rare existence in the eyes of the public. Here, "revitalizing him" unfolds crazily in the national sense of justice and charitable returns.

In addition, after Hongxing Erke won the hearts of the people, a series of "contrast cuteness" intensified the people's enthusiasm for consumption. For example, the boss Wu Rongzhao rides a bicycle to the live broadcast room late at night to meet netizens. In addition, his handsome and simple image, as well as the humorous scene of persuading consumers to "consume rationally" have made the public convinced that he and his company are both down-to-earth and popular. Sexuality and a sense of justice, so he is deeply involved in the pleasure of "wild consumption".

Of course, the popularity of Hongxing Erke is also inseparable from the promotion and rendering of the media and video anchors. Whether it is positive reports or opportunities to hype, the traffic and attention attached to Hongxing Erke has become the largest " New favorite". At the same time, while Hongxing Erke is gaining national favor and improving performance, it is also facing a backlash from traffic. As the focus continues, doubts and boycotts are also quietly unfolding, and whether Hongxing Erke will usher in a bigger storm later? Let’s wait and see.