The earliest impression of Antarctic people should be thermal underwear. At that time, because Antarctic people were cheap and comfortable to wear, they became many memories after 7080. However, in recent years, brands of Antarctic people, large and small, have appeared, including car cushions, thermos cups and even diapers, with uneven quality. Are these all produced by Antarctic people themselves?
No, it's not. All the goods of Antarctic people are not produced by themselves. Many products are only branded by Antarctic people.
In other words, the only authentic "Antarctic" thermal underwear we bought may be this label. The 20 17 annual report of Antarctic e-commerce shows that Antarctic e-commerce achieved a net profit of 534 million yuan through brand authorization and e-commerce services. That is, five years ago, Antarctic people had given up their physical stores and factories and did not produce any products. The main profit depends on the trademark label.
In fact, the Antarctic brand was founded by the founder Zhang Yuxiang in 1998. In the early days, Antarctic people not only had their own brands, but also their own factories and sales channels. Soon after, Antarctic people quickly occupied the thermal underwear market in China through overwhelming advertisements, and invited Ge You and Andy Lau to speak for them. However, when the financial crisis broke out in 2008, the textile industry was affected, and the underwear product market was seriously homogenized. The Antarctic market has been squeezed and overcapacity has occurred.
At this time, Zhang Yuxiang imitated the business model of "brand authorization" of its peers, and closed the factory that it had operated for ten years, leaving only the label of "Antarctic". We began to collect brand authorization fees from manufacturers, entrust sales business to dealers, and implement the strategy of light assets.
The data shows that as early as 20 18, the net profit of Antarctic people was close to 900 million, and this figure is still rising. It can be seen that Antarctic people are more likely to make money by selling trademarks.
Brand authorization has a long history, and many international brands are adopting this mode of operation. But they will strictly check the qualifications and product quality of authorized enterprises. After all, this is related to the brand's reputation and whether the brand can survive for a long time. However, on the Antarctic side, authorization will only be given if someone is willing to pay, and even relevant departments will provide relevant certificates when they come to check. As a result, the quality level of products in the market is uneven and the brand reputation is getting worse and worse. Antarctic products have been blacklisted by the regulatory authorities for many times.
Are you still buying Antarctic products that make money from trademark tags? Trademark is an important intangible asset of an enterprise and a symbol of a brand. If Antarctic people continue not to strictly examine the authorized party, I believe the brand will not go far.