With the iteration of the times, brands emerge one after another. There are not many old brands in China, and even fewer old brands are still active in the eyes of the public. Many of the "Antarctic" brands familiar to the post-80s and post-90s generation are different. When purchasing thermal underwear, you can search them at random, and the e-commerce platform is full of Antarctic people!

What are the Antarctic people active in the eyes of the public? Perhaps it is no longer a representative of good quality and low price, but an empty shell company that only sells tags.

What is a hangtag?

Hanging tag refers to the brand with price and business information on clothing, footwear and other goods.

Then, "selling hangtag", as the name implies, means that the brand side authorizes certain manufacturers and merchants to use their own brands when selling products.

To put it simply, an unknown garment, which has an Antarctic brand, is an Antarctic garment externally, but its essence is a "three no" garment without any quality assurance, which is called "selling tag".

As early as the end of 2019, the Antarctic people went on a hot search because of the sale of tags. In fact, it is not an emergency that Antarctic people are exposed to selling tags. In 2017, 2018 and 2019, almost every year, there were media exposure of Antarctic people selling tags.

According to the public information of the Antarctic, as early as 2014, the Antarctic sold its wholly-owned chemical fiber and printing and dyeing business; In 2015, the Antarctic people completely stripped off the silk weaving business and completed the transformation from traditional manufacturing to e-commerce service enterprises.

This means that the Antarctic brand itself will not produce any goods, and the business model will become selling the right to use its own brand.

As long as enough money is given, the Antarctic trademark can be authorized, and the Antarctic will send advertising space and other promotional activities. If the local regulatory bureau investigates, the Antarctic will also provide proof to avoid punishment.

The Antarctic people who cut off their own production lines are thriving. According to incomplete statistics, at present, there are about 846 full brand authorized dealers, 3427 cooperative dealers and 4442 authorized stores under Antarctica.

Hangtag sales are not exclusive to Antarctic brands. There are also many brands doing it. However, if the brand is authorized to a third party, the good image of the brand should be guaranteed. Only by strictly controlling the qualification of the third-party OEM and the quality of the products can the trust of consumers be deserved.

Antarctic people who earn money by trademark authorization

In the impression of many consumers, the Antarctic people have always used the direct processing and sales method, so its quality is guaranteed, and there will be no counterfeiting and sales. This is also an important reason why the Antarctic people become the first choice of many consumers.

However, the current sales mode of Antarctic people is quite different from people's inherent impression.

Before 2008, the Antarctic was a well-known underwear manufacturer in China. After 2008, the Antarctic closed all factories and turned into a "OEM", which is simply a "trademark" authorization.

The tag of the Antarctic people covers many fields such as clothing, bedding, electrical appliances, etc. With the rise of e-commerce, the Antarctic people have changed their name to Antarctic e-commerce.

There is a saying in the industry: everything can be Antarctic! It is enough to show that Antarctic e-commerce has become the brand with the largest sales volume on mainstream platforms under multiple categories by covering a large number of categories. The original integration of production and marketing has been changed to the Antarctic e-commerce model that no longer produces or sells.

There are mainly two kinds of customers cooperating with the Antarctic people, one is the dealer, the other is the supplier who operates the factory.

The Antarctic people specially look for factories with high pain points and oversupply to provide added value for middle and low-end products. The dealers only need to sign a nominal contract with the factory, and achieve the goal of making profits by authorizing the "Antarctic" trademark to the manufacturer, and hanging a tag on the goods with the "Antarctic" trademark for marketing publicity.

The People's Daily once reported that, taking Tmall as an example, the factory can produce "Antarctic" tag products by paying a deposit of 100000 yuan and a fee of about 8 yuan for each tag.

For an online marketing manufacturer, it is undoubtedly a good deal to have the aura of the Antarctic people only by paying a licensing fee. After all, the Antarctic has a large plate, can get more support from Alibaba, and has a higher search ranking. In fact, thousands of businesses are willing to "post", mainly to save traffic advertising fees.

And why are Antarctic people keen on doing Antarctic e-commerce that sells hang tags? Because there is huge interest waiting for it, it sold more than 40 billion yuan a year by selling tags.

The data shows that from 2016 to 2021, the GMV of Antarctic e-commerce will grow from 7.2 billion to 43.5 billion. Even in 2020 and 2021, it will be impacted by the epidemic situation and the platform traffic dilemma, resulting in fluctuations in GMV, revenue and net profit. Antarctic e-commerce is still profitable.

The louder the brand, the more valuable the trademark

After "everything can be an Antarctic", we can see that from washing machines and curtains to down jackets, bedding and even breast pumps are all "Antarctic" brand. When the money is given, the Antarctic people will give the enterprise the legal right to use the trademark.

After obtaining the right to use the trademark, regardless of the quality of the products produced by this enterprise, they are all goods of the Antarctic.

"Antarctic people" used the first ten years to build their own brands, and the last ten years used their only trademark rights to "attract money" crazily.

According to the query, Antarctic e-commerce currently has 1577 successfully registered trademarks, and has made a large number of trademark defense layout around the "Antarctic people". In both Chinese and English modes, it has made full category registration by combining and splitting.

The offline sales outlets of the Antarctic have been closed for a long time, and all products sold now are not brands of the Antarctic, which has become a fact, but many consumers are not clear about this matter.

When consumers choose underwear brands, they will still habitually choose "remembered" Antarctic people. Few people know that today's Antarctic people are not what they used to be.

Because when Antarctic people taste the dividends brought by the new model, they ignore a serious problem - quality control.

Compared with the data in 2020, the number of Antarctic e-commerce authorized stores has increased by 41% compared with that in 19 years. Because there is no survey of trademark users, there are more and more authorized stores, and the quality control is more lax, so the product quality of Antarctic people is uneven.

The market quality supervision is becoming more and more strict. The Antarctica's "tag business" is more opportunistic, but the quality is not up to the standard, and consumers will eventually return to its original form.

In fact, a good trademark layout can give a brand a strong market competitiveness, but it is a big mistake to overdraw the trademark value.

It can be seen from the event that the Antarctic people sold their brands and trademarks that the most important thing in shopping is quality. Both consumers and manufacturers should put quality first.

It can be predicted that if the Antarctic people do not pay attention to quality assurance all the time and lose the quality value of the brand in the minds of consumers, then the trademark of the Antarctic people will be negative sooner or later.

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