Nowadays, when you open various e-commerce platforms, you will find that Antarctic products are almost flooded. Not only underwear has Antarctic people, but some maternal and child products, home textiles and small household appliances are also branded as Antarctic people. At first, many consumers questioned the authenticity of these products, but soon many people found that these products turned out to be true and all had formal brand authorization.
It's just that many people who don't understand it find that the quality of Antarctic products, whether underwear or home textiles, is really uneven, some are ok, and some are completely inconsistent. So why did you find such a situation?
In fact, after 2008, the original manufacturers of Antarctic people have closed their factories one after another, learning from Hengyuanxiang to do brand authorization, which is the so-called joint venture model. At that time, Hengyuanxiang started this kind of development in 199 1, and found some manufacturers to cooperate, and then authorized the brand to them, so that they could operate and develop, and the profits earned were divided equally.
Later, this model was carried forward in the hands of Antarctic people. At present, there are at least thousands of authorized partners of Antarctic e-commerce, and these partners are all over all walks of life. Zhang Yuxiang's boss authorized Antarctic people to other manufacturers, and then earned their own brand licensing fees. Basically, no one else has to worry. Others lose money or make money, and don't care too much about the product.
In the eyes of many people, only when a brand fails completely will it do so, but in fact, Antarctic people are completely different. At that time, the development of Antarctic people was in full swing, but Zhang Yuxiang, the boss, suddenly transformed and started brand authorization.
Zhang Yuxiang's model is running very smoothly now. Antarctic e-commerce has not only completed backdoor listing, but also been sought after in the capital market. This year alone, the market value of Antarctic e-commerce has more than doubled, with the highest market value exceeding 60 billion.
Antarctic e-commerce has a solid performance. The profit in 20 18 was close to 900 million, and the profit in 20 19 exceeded1200 million, and it still maintained rapid development in the first half of this year. Zhang Yuxiang's personal wealth also exceeded10 billion pounds.
As many people may know, running a factory is very hard. In fact, the pressure to run a brand well is very great. In recent years, many time-honored brands have closed down overnight, such as La Chapelle, which is heavily in debt, and Daphne, Qian Qian.
It is not difficult to truly develop into a century-old brand. Even brands like Belle eventually have to sell themselves, not to mention other brands. Doing business is actually very hard, with great risks and small profits. Zhang Yuxiang's current model is actually very similar to the so-called Internet model. He doesn't make money by products, but by virtual services. Now Antarctic e-commerce has been considered as an internet company, not a clothing company.
Zhang Yuxiang established the Antarctic people from 1998. At that time, Zhang Yuxiang was inspired by Shanghai Zhao Lin Company. That year, Zhao Lin Company launched thermal underwear, and sold 280,000 pieces a year, which successfully ignited the thermal underwear product. Zhang Yuxiang was born in 1964 and graduated from East China University of Political Science and Law.
Before starting a business, Zhang Yuxiang had been working in the system. 1998 Zhang Yuxiang ventured to raise 3 million yuan to start a business, and later founded the Antarctic people. By imitating the thermal underwear made in Zhao Lin, Zhang Yuxiang achieved sales of 1 100 million in four months.
After earning the first bucket of gold, Zhang Yuxiang immediately expanded its production, and at the same time intensified its promotion, invited contemporary speakers from Andy Lau, and then spent a lot of money on advertising in CCTV to launch an advertisement that Antarctic people are not afraid of the cold. Many post-70s or even post-80s advertising words must be impressive.
In less than a few years, Antarctic people have become one of the market leaders. At this time, Zhao Lin company was exposed to add plastic film to thermal underwear, which gave Zhang Yuxiang an excellent opportunity. In fact, this issue is no longer a secret in the industry. Many people know, but consumers don't know.
Zhang Yuxiang knew that this problem would break out sooner or later, so Zhang Yuxiang cooperated with American companies long ago to develop a new high-tech thermal underwear. After Zhao Lin's accident, Zhang Yuxiang took the opportunity to launch this product, which was warmly sought after by the market. At that time, Zhang Yuxiang also reached the national certification standard, which made consumers feel more at ease. Antarctic people have become a reliable brand in the eyes of many people.
Subsequently, Zhang Yuxiang took the opportunity to launch down jacket products, which also achieved success. Zhang Yuxiang spent a lot of money to hire a group of experts, and at the same time hired many designers to launch many styles, and soon became the second largest down jacket brand after Bosideng.
In 2008, a financial tsunami devastated many entities. Zhang Yuxiang has also been greatly affected. At this time, Zhang Yuxiang began to think about how to run this enterprise with less risk. Around 2008, many clothing brands were expanding wildly, but in fact, such giants, including Li Ning, did not let their profits soar because of their expansion, but instead let the company fall into a strange circle, with the profit rate falling and the inventory rising.
Then Zhang Yuxiang made a bold decision. He wants to give up all his factories and stop producing a product. However, Zhang Yuxiang has not given up his business, and he is preparing for a transformation. Zhang Yuxiang doesn't intend to make its own products, but relies on brands to make money.
Zhang Yuxiang found some powerful manufacturers and then authorized Antarctic people to produce and sell them. Zhang Yuxiang only charges licensing fees. Zhang Yuxiang's model is naturally stable profit. Zhang Yuxiang then continued to increase the number of licensees, with more and more profits.
Many manufacturers also made a lot of profits because of their cooperation with Antarctic people, so more manufacturers came to Zhang Yuxiang to cooperate. At present, Zhang Yuxiang has authorized Antarctic people to give money to at least thousands of manufacturers, including not only underwear manufacturers, but also clothing, home appliances and home textiles.
Of course, although Zhang Yuxiang's model is clever, it also has many shortcomings. The authorization of too many manufacturers is uneven in this market. Antarctic people of all qualities have it. If Zhang Yuxiang can't manage the quality of these manufacturers' products, the brands of Antarctic people will eventually be hurt.