From questioning to apologizing
Who is YPL?
According to YPL official website, YPL is a functional sports brand from Australia, and its main products include slimming pants, corsets, sun protection clothes and sports caps. Among them, "Puppy Yoga Pants", "Peach Buttock Pants" and "Ai Pants" are more popular.
In fact, the YPL brand has cooperated with many anchors and stars. YPL official website's investment promotion page shows that super anchors VIA and Li Jiaqi have put YPL products on the live broadcast room and cooperated with stars such as Hugh, Zhu Yilong, Jackson Wang, Rachel Momo, Zhao Ruth, twins, Zhang Junning, Christine, Tamia Liu, Jing Tian and Luo Yonghao.
It is understood that the "war of words" between Simba and YPL was caused by a "YPL sun protection trousers" in the live broadcast room of "Dandan" (the anchor of Simba team). Relevant data show that the price of this product in the live broadcast room is 63 yuan, with more than 654.38+million pieces sold and the sales amount exceeding 6 million yuan.
It is worth mentioning that although YPL brand changed its name and apologized for the trademark dispute, it did not explain the specific content of the trademark authorization dispute. How to define the products sold by Simba team that consumers care about? "So is the consumer buying genuine or OEM?" Some netizens questioned.
Brand authorization pot?
Judging from the latest responses from both parties, Simba's "selling fakes" may be caused by brand authorization. "OEM" is nothing new at present. Many brands rely on "trademark authorization" to do almost unprofitable business. Some merchants said that they only need to pay tens of thousands of brand use fees every year, and then pay the cost of using the tag according to the sales volume, and the rest of the licensees basically don't ask. In some industry segments, brand usage fees can even be as low as 10,000 yuan.
Antarctic people have made this "trademark authorization" business with a gross profit of more than 90% to the extreme. In 2020 alone, the total revenue of Antarctic e-commerce brand licensing and comprehensive service business is 65.438+32.7 billion yuan, accounting for about 654.38+0/3 of the company's total revenue in that year.
YPL, which is caught in brand controversy, is also under great pressure. At present, many consumers have begun to question the quality of YPL brand products. On social platforms, some netizens spoke out, "I bought one with Haitao, and I broke a big hole directly in my crotch when I was practicing squats. I don't know if I can burn fat, but I died on the spot. " Similar comments are not uncommon on social platforms. Some consumers said that the goods bought in the live broadcast room of Weiya will explode as soon as they come back.
According to Shen Meng, director of chansons Capital, YPL questioned the fact that Simba team sold fake goods until the last apology, and did not rule out the existence of topic marketing. For YPL without brand appeal and influence, topic marketing through alternative means can improve its sales performance and consumer awareness.
At present, online live broadcast sales have become one of the important channels for yoga clothing brands to explore the market and increase sales. Take lululemon, the head brand of yoga clothes, for example. Since April, 2020, the brand has also carried out normalized store live broadcast on Taobao Live, with a frequency of about 1 time/week, and the cumulative viewing volume of a single live broadcast is 40,000-50,000. Recently, lululemon also announced that it will broadcast live with Olympic champion He Zi, brand ambassador Celina Jade and other celebrities. In addition, China's new consumer brands MOLYVIVI and MAIA ACTIVE have cooperated with Viya, Li Jiaqi and other head anchors.
According to relevant data, the market size of yoga fitness clothing in China has increased from 2.6 billion yuan to 654.38+0.4 1 billion yuan, with a compound annual growth rate of 65.438+06.38%. It is estimated that the market scale of yoga clothing industry will reach 65.438+05.6 billion yuan in 2022.
From the overseas flagship store of YPL, the price range of YPL products in the store is 79-379 yuan. Compared with the price of a pair of yoga pants on the market, YPL products of tens to hundreds of yuan are positioned in the low-end consumer market; In terms of sales volume, the product with the highest monthly sales volume in the store is "Puppy Yoga Pants", with a sales volume of 300+. The sales volume of other products is mostly single digits, which is much worse than the monthly sales volume of several hundred thousand of lululemon.