Speaking of Antarctic brands, I think most of the people before the 90s should be familiar with it, which is the king of domestic warm underwear that year, with a huge amount of CCTV advertising investment + star endorsement, Antarctica warm underwear is deeply rooted in the hearts of the people.
However, recently the author searched on the e-commerce platform, found a lot of Antarctic trademark home appliances, including TVs, washing machines, kitchen appliances, etc., seeing these products there are still some questions, is the Antarctic transformed? After some searching, it was found that today's Antarctic people are no longer the Antarctic people of the past, no longer rely on thermal underwear to make money, but have long been transformed into brand licensing to make money.
That is to say, after you search for the Antarctic brand on the e-commerce platform today, the results may not only be thermal underwear, but also socks, bedding, and even household appliances. Of course, even if thermal underwear is searched, it is no longer a product produced by the Antarctic themselves.
Everything is an Antarctic person, and you can become an Antarctic person if you give money
Antarctica has actually been listed on the A-share market, called Antarctic E-commerce (002127), according to the relevant financial reports disclosed that the company's net profit attributable to the mother in 2020 reached 1.188 billion yuan. At present, the main business of the company is brand licensing services. Simply put, you pay the money and you can use my brand license.
And the Antarctic brand authorization threshold is not high, but the profit is very considerable, according to the relevant network information, antarctica brand licensing fee according to different platforms, channel prices are not equal, the vast majority of as long as a few thousand yuan, while paying a certain amount of security deposit, can be used. When using the brand to sell goods, Antarctica will also receive a certain percentage of the commission.
For a factory or dealer, the authorization fee of thousands to tens of thousands of yuan can be said to have basically no threshold, and the range of brands that Antarctic people can authorize is also quite extensive, including underwear, home textile fabric, men's clothing, shoes and bags, electrical home, children's clothing and children's shoes, personal care life, women's clothing, home improvement home, sports outdoors, maternal and infant products, catering kitchenware, etc., so you will see a variety of Antarctic products on major platforms, of course, these products are not Antarctic products produced by Antarctica themselves.
Moreover, the authorization cooperation of Antarctica does not provide too much constraint and support, as can be seen from antarctica's financial report, the gross profit involving brand integrated service business and dealer brand licensing business is very high, reaching 91.95% and 96.31%, almost equal to about 0 costs to make money.
Today's Antarctica is no longer the Antarctic of the year, and users need to be cautious when purchasing
It is reported that antarctic people have authorized more than 7,000 stores, more than 6,000 cooperative dealers, and in 2020, there are 1,600 antarctic hang tag manufacturers.
Although these various business partners are branded as Antarcticans, it has to be said that these brands actually have nothing to do with the Antarctic in our minds at that time, and these goods are likely to come from different factories even if they are the same category of goods.
Therefore, many users who still have feelings for Antarctic people and think that the quality is still good must polish their eyes and distinguish carefully. It cannot be said that the quality of these products is problematic, but this authorization model and threshold of Antarctica is doomed to have many uncontrollable problems in the quality of goods. Taking the 80 down jacket test data done by the Beijing-Tianjin-Hebei Consumer Association during the 315 period of this year as an example, there are 16 unqualified brands, and antarctic people are among them, so after the brand authorization, the quality of antarctic people can be seen.
In addition, the author found that Antarctica is also selling TV categories in e-commerce, through the known product parameters, product prices, this Antarctic brand of 65-inch TV, in fact, is not as cost-effective as imagined.
For example, this Antarctic 65-inch TV, the e-commerce platform price of 2398 yuan. The specific parameters are also relatively vague, through the product page can be simply understood that this is a 4K TV, using a dual-core processor, built-in 2GB memory + 8GB storage space, brightness of 400nit, contrast ratio is 5000:1.
And almost the same price and size of a Hisense Internet brand TV, using a 4K TV, using a quad-core processor, built-in 2GB memory + 32GB storage space, the contrast ratio is 50000:1, support motion compensation. The cost performance is much higher than that of Antarctica, and the brand is still a more professional TV brand, and the brand quality and after-sales service are definitely better than the authorized Antarctic brand guarantee.
Therefore, as a user, we must polish our eyes, understand clearly before purchasing, and do not misjudge consumption just because of the brand.
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