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Runhua: An Auto Dealer’s Sales Channel Dilemma
In 2022, Runhua Group was a well-known automobile dealer in China with a large market share in the traditional fuel vehicle market. The recent surge of new energy (i.e., plug-in electric) vehicles was having a strong impact on the company’s main business. The high number of new automobile companies entering this promising market was threatening the dealership model, the traditional sales and distribution channel that dominated the market. Runhua Group had always held a long-term vision and a cautious attitude. However, it had to make a decision on how to respond to the subversive changes in the automotive industry in a timely manner. What should be the company’s strategy for the new energy vehicle business? How should it select which new energy brands to partner with? -
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?