Chinese athletic apparel brand Erke made headlines for donating 50 million yuan (US$7.7m) to Henan Province in the wake of the torrential rainstorm that devastated the area.
Chinese athletic apparel brand Erke made headlines for donating 50 million yuan (US$7.7m) to Henan Province in the wake of the torrential rainstorm that devastated the area. As the Fujian-based Erke is a smaller brand, the hefty donation deeply touched the public, which responded by patronizing Erke’s online and brick-and-mortar stores to express their gratitude. So many orders came rushing in that Erke’s president told shoppers they were having trouble handling them all and not to make any unnecessary purchases. Some on social media said that Erke now faces a dilemma: expand production to meet demand, which takes heavy investment, but at the risk the spike in popularity will wane. Some suggested that Erke put more effort into improving their product designs, which netizens say is the brand’s biggest shortcoming.
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