With many parts of Central China's Henan province suffering from flooding after heavy rainfall,
domestic enterprises extended their support with big donations for flood relief.
Some companies' actions have particularly captured the hearts of domestic consumers.
Chinese netizens were deeply moved by a donation of 50 million yuan ($7.74 million) made by domestic sportswear company Erke for the victims of the floods in Henan.
Impressed by the brand's patriotism, they vowed to support the company and buy more of their products.
On Wednesday, Erke posted a picture saying "Henan will make it" on its Weibo account and announced the donation of 50 million yuan worth of aid to Henan.
The post had more than 8.6 million likes and 217,000 comments as of Friday afternoon, most of them expressing respect for the company's deeds.
Netizens were particularly moved by the fact that Erke is a small and low-profile brand compared with international sportswear giants.
The 50 million yuan donation is a big sum for the company considering that Erke's business didn't seem to develop very smoothly.
The company ranked top in the hot search list on Sina Weibo, China's twitter-like social media platform, on Thursday,
one day after its post about donations to Henan on Wednesday.
"It feels like you're going out of business and you donated so much," a netizen called Baibutao said. Her comment ranked top under the topic.
一位名叫“白不桃”的网友称：“感觉你都要倒闭了，还捐这么多 。”她的评论在该话题下排在第一位 。
The company's livestream also drew a lot of attention with over 2 million viewers watching the video at the same time on Thursday.
Previously, the same livestream had less than 10,000 viewers.
Netizens not only watched the video but also purchased the company's products via livestream to offer their support.
The livestream host even pleaded with the audience to buy things in a rational way when many of them said that they were happy to buy the products even with borrowed money.
In responding to the great support from netizens, Erke President Wu Rongzhao suddenly showed up in front of the camera to express his appreciation at midnight on Thursday.
"It makes me feel your enthusiasm and warmth. We are very moved. We will continue to do a good job in products and services," said Wu.
“这件事让我感受到了大家的热情和温暖 。我们很感动，也会继续做好产品和服务 。”
While thanking netizens for their support, Wu also urged netizens to consume rationally in the live broadcast.