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Xiaomi: Entering the New Energy Vehicle Industry
Xiaomi was a famous Chinese consumer electronics and intelligent manufacturing business group. Since Xiaomi announced its entry into the intelligent electric vehicle industry on March 30, 2021, the topic of its boundary-spanning car manufacturing had attracted wide attention. Could Xiaomi seize the cusp of new energy vehicle development and grab a piece of the pie in this fiercely competitive market? Compared with other players with different backgrounds and strengths in this industry, had Xiaomi missed the best time window to enter? In order to become a top seller, how should Xiaomi position its new energy vehicles and design its competitive strategy? Could Xiaomi easily transfer its existing advantages and resources to its new business? -
ERKE: Consumption Binge Caused by Donations
Hongxing ERKE Industrial Co., Ltd. (ERKE), founded in 2000, was the first large Chinese sportswear company to list overseas. Despite the difficulties it faced caused by poor management and the decline of its brand influence, ERKE donated ¥50 million worth of aid to disaster-hit areas in Henan, China, shortly after severe flooding in the province in July 2021. The donation caused an unprecedented online event in China and ignited the enthusiasm of netizens for buying ERKE products. Millions of netizens rushed to ERKE’s livestreaming studios and expressed their gratitude and support for the company through “wild consumption.” ERKE became representative in consumers’ minds of excellent domestic products that were part of Chinese fashion trends. Why had ERKE’s donation become such a hot topic and triggered a consumption binge in China? On the heels of this situation, how should ERKE use the opportunity to achieve a long-term competitive advantage in the future?