Two domestic brands that are about to “go out of business”: Hongxing Erke and Guirenniao are completely popular!
This is what happened: During the heavy rain disaster in Henan, Hongxing Erke and Guireniao “quietly” donated money and materials to help Henan, which made many netizens directly break the guard and felt moved and sad.
As a result, everyone worked hard to put Hongxing Erke and Guirenniao on the hot search, and even rushed into the live broadcast room collectively to shout for “barbaric consumption”…
Hongxing Erke donated 50 million in supplies
Netizens are sad: I feel like you are going to go bankrupt and yet you still donate so much
Recently, everyone’s heart has been gripped by Henan, and many companies and celebrities have spontaneously donated money and materials. , rushing to aid the disaster-stricken areas in Henan. The donation actions of many companies and celebrities have even become hot searches.
At this time, some netizens discovered that a company had donated 50 million yuan, but it was not on the hot search list. It’s Hongxing Erke.
It is worth noting that Hongxing Erke has faded out of public view in recent years, and many netizens think that Hongxing Erke is about to “go bankrupt.” Now, during this crisis, he silently donated a large amount of money, which suddenly caused a large number of netizens to break their guard!
It is reported that Hongxing Erke’s revenue in 2020 was 2.8 billion, with a net profit loss of 220 million.
The live broadcast room was crowded and sales soared 52 times
The boss called for riding shared bicycles overnight Rational consumption
Not only that, netizens also flocked to Hongxing Erke’s online store and live broadcast room to buy like crazy.
In the past week (07.15-07.21), the number of viewers in Hongxing Erke’s live broadcast room was less than 10,000, and some live broadcasts even had less than 1,000 viewers.
Recently, the number of viewers of Hongxing Erke’s live broadcast room has reached more than 8 million, and the live broadcast rooms of Hongxing Erke brand have experienced an unprecedented “huge crowd”.
Faced with enthusiastic netizens, Hongxing Erke female anchor quickly reminded everyone: “You can buy the styles you like, but you don’t have to buy the styles you don’t like.” She has repeatedly called for “rational consumption.” .
But netizens don’t think so. They said:
“Just buy it, I won’t listen to you”
“The sewing machines in your factory do not emit smoke. Everyone present is responsible.”
“Give us the most expensive model!” The most expensive one turned out to be more than three hundred.
The more the female anchor encourages everyone to “consume rationally”, the more people will let go “wild consumption”.
Even the boss of Hongxing Erke had to ride a shared bicycle to the company overnight to appeal to netizens to consume rationally.
Even the Adidas live broadcast room has switched sides.
According to a report released by JD.com, the overall sales of national fashion sports brands increased by more than 280% year-on-year on the 22nd and 23rd. Among them, running shoes, basketball shoes, sports pants, T-shirts, etc. have become the highest-selling categories. Sales of national fashion sports brands such as Erke, Anta, 361 Degrees, and Peak have soared, ranking at the forefront of sales.
It is worth noting that Hongxing Erke’s sales on the 23rd increased by more than 52 times year-on-year.
The latest data shows that the number of fans of Hongxing Erke Taobao flagship store has exceeded 9 million. The homepage states that there will be a delay of about a week because the delivery manpower cannot keep up. It is also specially recommended that everyone consume rationally.
Hongxing Erke’s offline stores also received strong support from consumers.
On July 23, a man bought 500 yuan of products at the Hongxing Erke store in Nanjing, Jiangsu Province. When checking out, the man scanned the QR code to pay 1,000 yuan and ran away. After leaving, the clerk Only then did he react. Now the store clerk is looking for this man online.
A netizen gave him a 120-year Weibo membership
Response: Determined to become a century-old brand and give back to netizens
At the same time, after donating 50 million in supplies, netizens discovered that the Hongxing Erke official account did not even have Weibo membership Therefore, netizens donated generously. Now, Hongxing Erke has been gifted a 120-year Weibo membership by netizens. member’sta-preview-src=”” data-preview-group=”1″ src=”https://www.tradetextile.com/wp-content/uploads/2023/10/20210725102714157029.jpg”>
Just announced the completion of reorganization
Cut down the sports shoe production line and cancel 14 companies The company
It is worth noting that ST Guiren has just announced that it has completed its reorganization.
In May, ST Guiren announced that it had received a total of 7.04 in restructuring investment funds from Heilongjiang Taifu Jingu Network Technology Co., Ltd. (hereinafter referred to as “Taifu Jingu”) and other natural persons. billion. On July 2, ST Guiren stated that the company’s reorganization plan has been implemented. Guirenniao Group (Hong Kong) Co., Ltd. holds 26.48% of the company’s total share capital and is the controlling shareholder; Taifu Jingu holds 20.36% of the company’s total share capital and is the controlling shareholder. The second largest shareholder.
On July 5, ST Guiren stated on the investor interaction platform that the company’s reorganization plan has been completed.
On July 14th, ST Guiren announced that it would cut off the company’s own sports shoe production lines and change all of them to OEM processing mode. Not only that, Guireniao canceled all sales except Beijing and Xiamen in one go. As for the other 14 branches outside the branch, ST Guiren pointed out in the announcement that, taking into account that the company’s product sales have been completed by dealers, the company’s existing branches that were originally engaged in direct sales business have basically no actual business operations. And assume all the assets, liabilities and personnel of the branch to be canceled.
On July 20, ST Guiren issued an announcement stating that the company’s stock will cancel the delisting risk warning and implement other risk warnings starting from the opening of the market on July 22, 2021. The stock abbreviation is: “*ST noble person” was changed to “ST noble person”. ST Guiren said that the company’s stock delisting risk warning has been eliminated, and there are other risk warnings.
The announcement reminded that the company incurred a net loss of approximately 380 million yuan in 2020, and has been losing money for three consecutive years. As of December 31, 2020, the company’s overdue bonds payable were approximately 1.14 billion yuan, Overdue bank loans are approximately 980 million yuan, and 25 bank accounts have been frozen due to litigation.
Previously, Guirenniao Co., Ltd. had frequently made cross-industry mergers and acquisitions
Public information shows that Guirenniao Co., Ltd. founded In 1987, it was located in Quanzhou, the “Shoe Capital”.
From 2009 to 2011, with the help of the Olympic style Dongfeng and Andy Lau’s endorsement, Guirenniao became an instant hit. The number of physical stores increased from 1847 to 5057, and the operating income increased from 600 million. To 2.65 billion.
In 2014, Guirenniao was successfully listed on the Shanghai Stock Exchange and was highly sought after by the sports market and capital at that time. In just one year, Guirenniao’s market value reached its peak of 42.7 billion yuan. In 2015, founder Lin Tianfu became the richest man in Quanzhou with a net worth of 19 billion yuan, ranking 108th nationwide.
After the listing, Lin Tianfu held more than 70% of the shares. Lin Tianfu is no longer satisfied with just producing and selling sports shoes and clothing, and has begun to implement a comprehensive strategic upgrade.
In 2015, Guirenniao spent 240 million yuan to settle in Hupu, and another 200 million yuan was invested in Kangpaisi Sports. In 2016, Guirenniao won the exclusive operating rights of AND1, controlled offline retailer Jie Zhixing and online distributor Ming Shoe Library, and acquired 45.45% of Shengdao Sports’ shares with the help of Jie Zhixing’s name. In the same year, it also spent 100 million to acquire Xingyou Technology Game Company.
Taking a closer look, from 2014 to 2017, Guirenniao made more than ten acquisitions, covering industries including Internet + sports, sports brokerage, event hosting, sports insurance, Sports games, sports fitness, etc. have invested a huge amount of 4.6 billion yuan in capital operations.
However, the return on investment did not meet Guirenniao’s expectations, and the wholly-owned acquisition model increased Guirenniao’s financial burden.
Frequent capital operations and aggressive investment methods also bring the risk of goodwill impairment, which has adversely affected its operating performance.
Hongxing Erke, Guirenniao…
Such companies do not exist A few
In fact, in the face of this sudden natural disaster in Henan, there were not a few companies like Hongxing Erke who rushed to help immediately.
For example, the company is headquartered in Mixue Bingcheng, Henan. Even if it is in a disaster area, it still does not forget to deliver supplies to the hardest-hit areas;
Also for example: Huiyuan, Chery, “Pangdonglai”, etc., there are so many responsible Chinese companies that it is difficult to count them all. </p
