野性消费

Born when Chinese sportswear brand Hongxing Erke quietly donated 50 million yuan to flood relief in 2021 — despite being nearly broke itself — the internet lost its collective mind. Fans stormed the brand's livestream and spent recklessly out of patriotic gratitude, coining the term 'wild consumption' to describe their gleeful, almost irrational buying frenzy. It's part solidarity, part meme, part chaotic generosity: spending money as a form of emotional support for an underdog you want to see win.

China's 2021 Henan floods prompted an outpouring of corporate donations. When near-bankrupt Hongxing Erke's selfless contribution went viral, consumers reacted with a wave of impulsive, solidarity-driven purchases that challenged the typical logic of brand loyalty and rational consumption. The episode spotlighted growing pride in domestic brands (国货) and a grassroots impulse to 'vote with your wallet' for perceived moral goodness, reflecting both patriotic sentiment and distrust of bigger, wealthier corporations that donated less.

鸿星尔克捐款后，网友自发涌入直播间疯狂购物，以"野性消费"支持国货品牌的现象。