Home >

Return To The "Rebirth" Of The South Pole

2020/1/14 19:01:00 53

NGGGN

The Antarctic electricity supplier Limited by Share Ltd (hereinafter referred to as the "Antarctic electricity supplier"), the "Antarctic" thermal underwear, plans to build its own offline retail outlets. In January 2nd, the audit notice issued by the Antarctic electricity supplier's law firm and the reply issued by the Shenzhen Stock Exchange in December 31, 2019 showed that the retail store built by the Antarctic electric business plan referred to the experience of retailers such as Costco, and planned to upgrade the online brand reputation with offline retailers. The industry believes that online licensing has led to a rapid decline in the reputation of the Antarctic electricity supplier. It is urgent to upgrade the grade through offline stores. But the Antarctic electricity supplier itself does not have a retail gene. In the short term, it will be profitable to regenerate the "Antarctic". In the long run, the operation is very difficult.

Be a physical store

The Antarctic electricity supplier, who gave up physical retail for many years, once again became the abacus of retail sales. Recently, the Antarctic electricity supplier issued a reply to the Shenzhen Stock Exchange, announting that the Shanghai joint venture, which is a joint venture to set up retail outlets under the line, is an excellent business management company limited (hereinafter referred to as "excellent Jia"), selling clothing and clothing, 3C digital products, etc., with retail outlets as its carrier, and selling simple meals such as coffee, milk tea and dim sum in the shops, providing a one-stop, retail shop with social scenes. At the same time, the offline retail companies will refer to Costco and other excellent retailers at home and abroad to cooperate with excellent suppliers in various product categories to provide quality domestic products.

Antarctic electricity supplier also indicated in the reply letter that the main purpose of this transaction is to develop and operate the downstream business channel for the Antarctic electricity supplier through the development and operation of the retail line under the Antarctica line, and to develop its own flow inlet, to tap the high-quality supply chain and to develop a new retail mode under the development line. This will help Antarctica to create diversified traffic channels and sales channels, help to enhance the profitability and comprehensive strength in the future. In the short term, the initial investment in the business will be large and the cycle of return will be longer. It will have some adverse effects on the profit margins and net profit of the combined caliber, but in the long run, it will play an active role in the financial situation and business results.

In fact, as early as the early December 2019, the Antarctic electricity supplier has issued a notice that in order to optimize the layout of the company's business, it is proposed to set up a commodity retail companies excellent Jia You election with the shareholding platform of the core team of the retail project, the Shanghai Chao Lin consulting Management Center (limited partnership) and the associated natural person Zhang Yuxiang and Zhang Yun.

However, since 2008, Antarctica has cut off the proprietary links of production terminals and sales terminals. In 2015, it abandoned the physical retail and direct selling, and started the electricity supplier in transition. After abandoning the offline retail business for many years, the retail business again surprised the market. The Antarctic electricity supplier soon received the inquiry from the Shenzhen Stock Exchange.

At the same time, the industry for Antarctic electricity supplier reference Costco retail shop is also not optimistic. Cheng Weixiong, general manager of textile and clothing management and Shanghai Liang Qi Brand Management Co., Ltd. believes that Costco has no reference value to Antarctic electricity providers, and Antarctic electricity providers do not have Costco gene. In Cheng Weixiong's view, Antarctic electricity suppliers have no advantage in returning to retail stores. The brand products of Antarctica will be in a retail store or grocery store under the Internet. It will appear that the branded products are in disorder.

Authorized chaos

The decline of the brand value of Antarctica is not accidental. The "South Pole" brand everywhere is also criticized for a long time. Previously, there were public reports that the Antarctic electricity supplier sold the tag, as long as the money can be authorized, and also accompanied by advertising sites and activities.

In fact, the brand authorization of Antarctic electricity supplier has a long history. According to public information, Antarctic electricity supplier, the then Antarctic man, was founded in 1997. It is one of the earliest underwear enterprises in China. At first, the Antarctic had its own factories and channels, and sold itself. In 2008, the Antarctic began to transform, closed their own factories, authorized the brand to the production of cooperative factories, and signed cooperative dealers, authorized the sale of the "Antarctic" brand products. In 2012, on the basis of brand authorization, the brand ecosystem was built with the brand as the core, and the entity retail and direct selling were completely abandoned in 2015.

After the transformation, the Antarctic began to make "Antarctic electricity supplier" and opened the "sell tag" mode. Today's "Antarctic" is no longer an underwear and clothing brand. After external brand authorization, the goal of Antarctic electricity supplier is to create "the whole category consumer goods kingdom".

Beijing Business Daily reporter after the search found that the electronic business platform not only has "South Pole" brand underwear, but also "South Pole" brand pedicure basin, massage chair, mini warmer, electric heating towel rack, multi-function alarm clock, protective shoes, clothing cool spray, hot water bag and other products. Some of these products are sold in the flagship stores of the southern household, some are sold in the shops under the banner of the south pole, while others are sold in the three party shops such as Ali pharmacy.

However, a wide range of authority has brought a series of problems to Antarctica. "Quality can not be guaranteed", "everything can be a South Pole" has become a general impression of consumers on Antarctic electricity suppliers. Black cat complaint platform shows that most complaints about the "Antarctic" brand focus on selling fake products, poor quality products, false propaganda, false delivery and so on.

Starting in 2018, the "Antarctic" brand also appeared frequently on the blacklist of unqualified products.

Cheng Weixiong said, in fact, the authorized business is not only the Antarctic electricity supplier is doing, such as Pierre Cardin, Goldlion, Playboy and other brands online authorized business business scale is not inferior to Antarctic electricity supplier. However, such authorized business is fatal to the future development of the Antarctic electricity supplier. Only selling trademarks, all the different authorized parties independently operate the authorized category, such as R & D, production, quality, price, promotion and so on. The quality problems caused by low price are frequent and have not been cured. "A certain category of products with serious quality problems will bring disaster to the whole brand, and may collapse."

Feeding line

It is worth mentioning that the Antarctic electricity supplier plans to build offline retail still adopted the way of brand authorization. In response to the Shenzhen Stock Exchange, the Antarctic electricity supplier said it would authorize the "Antarctic preferred" brand to be used as a shop sign for the excellent brand, and at the same time, it would authorize the "NANJIREN" brand as the commodity brand.

Antarctic electricity supplier also said in the announcement that offline retailers will not have adverse effects on online brands. In addition, the electricity supplier also said that the online opening and operation of high quality, tonal retail stores are more conducive to enhancing the brand image, thereby increasing the interests of listed companies.

Economist Song Qinghui believes that the purpose of Antarctic electricity supplier is to restore the brand power decline due to online authorization confusion. The brand positioning of Antarctica's low electricity supplier has limited the development of the company in the long run. It is the main consideration of the Antarctic electricity supplier to make use of offline high quality stores and enhance brand positioning.

Cheng Weixiong said that the authorized mode of Antarctic electricity supplier is relatively successful in the same industry.

Data show that Antarctic electricity supplier in the three quarter of 2019 reported that total revenue was 1 billion 13 million yuan, an increase of 24.89% over the same period, of which brand licensing and integrated services business revenue totaled 232 million yuan, an increase of 42.53% over the same period last year. The 2018 annual report shows that the gross profit margin of the brand integrated services business is the highest among businesses, up to 94.11%, and the revenue of the business has reached 934 million yuan.

But Cheng Weixiong also said that selling the tag is actually a short business model. Now the Antarctic electricity supplier has overdrawn the brand of the South Pole. At present, the Antarctic can only be regarded as a product brand and product symbol, but not brand power and brand reputation. "Antarctic electricity supplier's online products have been made low-grade goods due to extensive authorization, making its main brand" Antarctic "has become the pronoun of low price and low quality, so Antarctica is now in urgent need of high-quality offline retail outlets to improve the quality.

As for how to "repair" the brand value of Antarctic electricity providers, Cheng Weixiong said: "brand value needs to reach users in all directions, such as brand tonality, product quality, R & D, price, channel, marketing and so on. Quality and tonal priority should be preferred, rather than low price priority."

Song Qinghui believes that in the future, Antarctic electricity providers should further reduce the proportion of brand licensing business, control product quality and save brand image.

For the brand power and the future development of brand licensing, Beijing Business Daily reporter interviewed the relevant Antarctic electricity supplier responsible person, but as of press time did not receive a reply.

Source: Beijing business daily

  • Related reading

Old Shoe Enterprises Are In A Predicament. What'S Wrong With China'S Shoe Industry?

Instant news
|
2020/1/14 19:01:00
104

Functional Clothing Is Welcomed By Special Users. Fabric Details Are More Important.

Instant news
|
2020/1/14 19:00:00
197

Net Red Nearly 100 Thousand! Global Tesco Independent Stand, Full Live Overseas Live Broadcast

Instant news
|
2020/1/14 18:58:00
112

More Than Hai Lan'S House, Seven Wolves, The Clothing Brand Value Reached 100 Billion.

Instant news
|
2020/1/13 17:30:00
121

Another Look At Clothing Lining 30% Of The First Sale Of UNIQLO Overseas Sales

Instant news
|
2020/1/13 17:25:00
0
Read the next article

Old Shoe Enterprises Are In A Predicament. What'S Wrong With China'S Shoe Industry?

What's wrong with China's shoe industry?