In recent years, China's old brands can be said to have entered a comprehensive stage of the outbreak of the problem. The sale of signs in the South has been pushed onto the cusp of the waves again.
First, the problem of old brands is frequent.
According to the times weekly report, in 2020 just started, in recent years, the good momentum of the shoe has attracted much attention because of its quality problems.
In December 31, 2019, the official website of the State Administration of Market Supervision announced the list of products and enterprises that failed to be supervised by state supervision and inspection in 2019 on the 51 kinds of product quality, such as children's shoes. Among them, Shanghai Hui Li Shoes Co., Ltd. (hereinafter referred to as "Shanghai back force") production of WZ-9047 shoes samples were found to contain two phthalate esters. In January 6th, a force dealer told the times weekly reporter that despite the fact that Huili also said that dealers should be strengthened and controlled, there was no real action.
According to the media reported on 2017, Huili has no own factory, through the brand authorized 12 production enterprises to produce and sell, supporting processing factories to 8. After reviewing its sales network, the times weekly reporter found that its distribution channels are not the same everywhere. In Shanghai, Anhui, Jiangxi, Henan and other places, Huili stores have different responsibilities, while in Fujian, Guangdong, Yunnan, Sichuan and other places, the store is responsible for the same person.
In January 6th, a dealer who opened several stores in Shanghai told the times weekly reporter that at present, the management and control of the dealer is not tight, and there is no requirement for the store. "Small and small opening method, a big opening method, has no requirement for the area." At present, there are many agents in Shanghai. The agents have the power to authorize them. There is no need to pay the franchising fees. "
In addition to Huili, another old brand of Antarctica is also exposed to problems. According to the new Sino Jingwei report, the search for "Antarctica" on the electronic business platform finds that there are hundreds of shops such as "the official flagship store of the Antarctica", "the flagship store for the daily use of the South Pole" and "the South Pole beauty shop". The products are from thermal underwear to shoe dryer, foot bath tub, diaper, electric blanket, thermos cup, dishcloth, mosquito net, washing machine and so on.
According to public information, the Antarctic was founded in 1998, and is headquartered in Shanghai, with its "Antarctic", "Antarctic home", "Cartier" and other brands. According to the southern weekend report, as early as 2008, the South Pole shut down its own offline factory production line and opened the brand licensing business mode.
However, the continuous licensing of brands to various suppliers, the "Antarctic" related products are repeatedly complained by consumers due to quality problems. Many netizens also reflect similar quality problems. Netizens "after a desolate 2017" purchase of the South Korean tights, after receiving products found holes in many products; Fujian netizens "King Mo Yan" said that the purchase of the South Pole massage chair only a month to go bad; and some netizens said they just bought the South Pole foot bathtub leakage; Mr. Bai said, the purchase of the south pole electric heating salt bag in the charging process burning charred smoke...
Of course, there are more than Antarctica. Basically, the major brands of warmth, Heng Yuan Xiang, north polar pile and Yu Zhaolin are basically the same as the South Pole. Many people want to ask, what's the matter with these old players?
Two, what diseases are the prosperous brands?
We can see that whether the famous national memory power shoes or the four major brands of warmth, such as the Antarctic, Heng Yuanxiang, north polar, and Yu Zhaolin, appear to be a very clear question behind the complicated problems. This is the disaster caused by the light asset model.
What is the light asset model? According to Baidu encyclopedia, light assets (Asset-light), also known as light asset operation mode, refers to the enterprise firmly grasp its core business, and outsourcing the non core business. Light assets operation is a capital strategy driven by value. This does not seem to be a problem. Enterprises are doing their core businesses well and outsourcing non core businesses. Is that what we mean by most Internet platforms? There seems to be nothing wrong with this model.
Indeed, if we simply ignore the asset model, this is a business model that everyone will feel good. But our old brand's light asset mode is not the same. We can take a good look at these old brands. The shoe was founded in 1927, and it can be regarded as the only high-end sports shoes in the last century 70s and 80s. Compared with the then released shoes, it can be regarded as a collective memory of everyone for high quality sports shoes.
Let's take another look at the four major brands of warmth. Heng Yuan Xiang was founded in 1927. The South Pole was founded in 1997. The north polar pile was founded in 2002. Yu Zhaolin was founded in 1996. These brands are the most famous Chinese brand names from the end of the last century to the beginning of this century. They are famous for their good quality, good quality and low price, and their reputation is loud. So these brands have made clear opinions. Compared to other things, their most valuable core assets are their own brands.
Therefore, all these brands have abandoned their own production lines, and have moved to the so-called "light assets" operation mode with the brand authorization as the core. Indeed, as long as the brand promotion is good and then authorized to go out, they can lie on the way of making money. This is really a good deal, and I have many famous reference frames, such as Adidas, Nike, Puma, PHILPS all doing this. It is a common practice in the world. So I can give a good account of the capital market.
Take the south pole as an example. In 2008, it closed the self production line of hard work, and then sold the tag. What you buy now is the South Pole. Besides the South Pole's tag, it does not know which factory it made.
Of course, Adidas's "light asset mode" is actually not wrong, but the South Pole and the back shoes have learned a four different look. Indeed, the reputation of these old brands in all eyes is obvious to all. This is their accumulation after many years of production and operation. But they only learned to sell the tag to make money, but the quality management after brand authorization was completely not learned. According to the reports of many media, the brand authorization of the South Pole almost reached the level of the rotten street. In 2018, the Antarctic electricity supplier realized business income of 3 billion 353 million yuan, an increase of 240.12% compared with the same period last year, with a net profit of 887 million yuan. Up to now, there are 985 Antarctic business cooperation providers, 4321 distributors and 5559 authorized outlets.
Such a terrible authorized co operative, it is hard to imagine how the South Pole manages so many suppliers. And, as a brand of warm underwear, you have the ability of quality control and management in the clothing market. I believe everyone will believe it. But how can you manage the quality of products from diapers to electric baths, from diapers to electric blankets, from thermos cups to washing machines, to Chinese people?
Of course, such problems are more or less existing in other brands. In fact, it is not the quality of old brands, but the old brands have no regard for quality. They are only responsible for selling authorization and making money. Quality control is not what they care about, so the disease of old brands really needs to be well managed.
Source: Jiang Han's vision