On July 21st, ERKE, a Chinese sportswear brand, announced that the company had donated RMB 50 million (USD 7.7M) to Henan for disaster relief.
While their charity and outreach is noble and should be commended… that’s not the end of the story.
ERKE’s sales increased by 52X year over year… some offline stores even sold out of stock!
In Kunming, a woman bought 10 pairs of ERKE shoes to show her support for the brand. In Nanjing, a man paid 1000 RMB for a 500 RMB ERKE product and fled the scene!
ERKE’s live broadcast on Tmall attracted almost 20 million views on July 24th, surpassing those of Austin and Viya… a HUGE increase from their usual viewership of under 10K.
It’s awesome when a brand does “the right thing,” but it may be even better when everyday citizens come together in support of the greater good… and so the cycle continues.