Who Is Hongxing ? Hongxing Erke is a Chinese sportswear and footwear company founded in 2000, with tens of thousands of employees across thousands of stores. Headquartered in Xiamen, Fujian Province, the company has sponsored major sporting events and teams around the globe. Managing an unprecedented spike in demand In an era of mass consumerism, retailers are un- der constant pressure to react faster. With digi- tal marketing fanning the flames of commerce, rapidly changing trends create valuable—but often short-lived—opportunities for profit. These opportunities can arise very suddenly: Hongxing Erke recently hit the headlines when it made a large donation to a disaster relief fund for victims of serious flooding in Henan Province. The company’s social media post about the

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