Trade Marks Earn 900 Million A Year. Is The "Antarctic" Only The Tag?

The south polar people, who grew up with warm underwear, are quite familiar with post-80s and post-90s brands. In fact, the product line of the "Antarctic" people is no longer limited to clothing. From diapers to electric hot baths and foot bathtubs, as long as merchants issue "brand agency fees", they can be labeled with the trademark of the South Pole.

However, after constantly authorized the brand to all kinds of suppliers, the "Antarctic" related products are also repeatedly complained of quality problems. On the complaint platform, many netizens reflect that they are shrunk in quilt, smell in the water cup, leaking in the bathtub, electric heating and so on. Some netizens quipped that "Taobao has searched ten thousand Antarctica, and the underwear that he bought is probably true."

01, everything can be "the South Pole", the product repeatedly appears the quality question.

The south polar people, who grew up in warm underwear, provided brand authorization services in 2008. Nowadays, the product line of the "Antarctic" is no longer limited to clothing category. As long as the business is willing to pay the authorization fee, everything in the world can be "the South Pole".

In search of the "Antarctic" on the electronic business platform, the Chinese New Jingwei reporters found hundreds of shops, such as "the official flagship store of the Antarctic", "the flagship store for the daily use of the South Pole", "the South Pole beauty shop" and so on. 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.

However, the continuous licensing of brands to various suppliers, the "Antarctic" related products are repeatedly complained by consumers due to quality problems.

Mr. Li of Anhui told China Daily News reporter that during last year's "double 12" period, he bought a set of thermal underwear in the official flagship store of the South Pole. He only discovered it after a day.

"The impression is that the south pole is a good and cheap brand. Now it seems that the so-called old brand is not cheap, but it is not necessarily" wumi "in quality. Mr. Li said.

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...

In many large supermarket chains and convenience stores in Beijing, reporters in the commodity area have not found relevant products of the brand of the South Pole. "Our supermarket did not enter the products of the Antarctic people a few years ago. Before the guests returned with socks, they said it was a serious problem." A salesperson at a supermarket said to China News Jingwei reporter.

　 02, rely on brand licensing services, earn 900 million a year.

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.

Wind data show that the brand of Antarctica is the Antarctic electricity supplier Limited by Share Ltd (hereinafter referred to as the Antarctic electricity supplier), which was listed on the SME board in Shenzhen in 2007, with a total market value of 29 billion 500 million yuan.

In 2018, the total revenue was 3 billion 353 million yuan, of which the mobile Internet media delivery platform accounted for 65.64% of the business revenue. The legal representative was Zhang Yuxiang, and the actual controller was the Shanghai Fengnan Investment Center (limited partnership).

It is reported that in 2014, the Antarctic electricity supplier sold its wholly owned chemical fiber and printing and dyeing business; in 2015, it completely stripped the silk weaving business, and completed the transformation from traditional manufacturing to service oriented enterprises. In the same year, Antarctic electricity supplier successfully borrowed the "Xinmin technology" to land A shares.

Information from the sky shows that Antarctica's e-commerce business includes brand licensing services, integrated service platform for e-commerce providers, flexible supply chain park services, professional value-added services and sales of goods. Up to now, there are 985 Antarctic business cooperation providers, 4321 distributors and 5559 authorized outlets.

The Antarctic electricity supplier's earnings report showed that in 2018, the Antarctic electricity supplier realized business income of 3 billion 353 million yuan, an increase of 240.12% over the same period, and a net profit of 887 million yuan. Among them, the income of brand integrated service business is close to 900 million yuan, up 44.74% compared with the same period last year, and the gross profit margin is 94.11%.

In the first three quarters of 2019, the Antarctic electricity supplier achieved an operating income of 2 billion 647 million yuan, an increase of 29.45% over the same period last year, and a net profit of 602 million yuan attributable to shareholders of listed companies, an increase of 33.96% over the same period, of which the total income of the brand integrated services business was 212 million yuan, up 41.41% over the same period last year.

Antarctic electricity supplier said that all production and sales of the consumer side are responsible for suppliers and distributors. It is reported that Antarctic electricity providers will also be engaged in offline retail business. The main business is commercial retail, and coffee shops, milk tea, snacks and other simple meals are being sold in shops.

　 03, easy to earn money, bad reputation, what to do?

In fact, the "brand licensing" business model is not a rare thing. Internationally renowned Adidas, Disney, PHILPS and other companies all extend their product lines through brand authorization. The other three brands of thermal underwear, Heng Yuan Xiang, north polar pile and Yu Zhaolin, have already abandoned their own production line and changed it to a brand licensing business.

But it is worth noting that after the authorization of some brands, the key to maintain a good brand image is that the company has strict control over the quality of the agent and the quality of the products.

He Yan, an associate professor of the school of art and media at Beijing Technology and Business University, said in an interview with us that the brand virtual operation is a mature brand management mode. For example, Nike, apple and other brand enterprises are processed by products, brand management is in the company's headquarters, but the products are processed all over the world.

"In this mode of operation, brand communication and quality standard setting control are two important functions of an enterprise. It is an unsustainable mode of operation for a company to be a brand and not a product quality. He Yancheng.

Zhang Yuhao, a lawyer from Wei Heng law firm in Beijing, told the new Sino Jingwei interview that the business direction of the south pole is to empower some production lines to produce goods for them, but the Antarctic should be responsible for the production capacity and product quality of its authorized production line, and is obliged to ensure that all the products produced by the brand of the south pole are in conformity with the quality specifications of the corresponding industries and products.

"If the defects of its products cause damage to consumers, they shall be liable for compensation. Even if there is no damage, but the quality is not in conformity with the regulations, it shall bear corresponding responsibilities in accordance with the relevant provisions of the consumer protection law and the product quality law. Zhang Yuhao said.

For the Antarctic people's scale authorized product category, but not the authorized supplier's product quality control problem, He Yan said, "if the brand relies on popularity only, the consumption orientation can only be in the low-end market, and is not conducive to the long-term development of high quality without the quality and dissipation product line consumption."