Shanghai is prosperous

Chapter 527 New Business Model

This Mr. Wu is really, he came here for a vacation, but he called you out for a run before six o'clock.Xiao Xiaoxiao asked, what did you say after running for two hours in the morning?
Wang Yiyuan briefly talked about the things discussed in the morning.He laughed at himself, where can I find this "big gun" in Beijing now?Maybe Mr. Wu and the others have to figure out a solution by themselves.

Xiao Xiaoxiao knew something about Mr. Wu and this great god in Beijing, and said with a smile, but your idea is quite interesting.If it is really held in the gardening field, it will also be a good advertisement for the holiday tourism here.

How can it be so easy to operate?Wang Yiyuan smiled and asked, have you called the eldest aunt and the second aunt?

They arrived on the afternoon of the [-]rd, and came in the same car as Xie Dong and the others.Xiao Xiaoxiao said, I am wondering whether to leave the company's business car in Shanghai, it will be more convenient for our family to go in and out.

Xiaoxiao's mother said, I think so too.Anyway, it is not used very much in the factory now.

During the National Day holiday, Wang Yiyuan wanted to use this relatively free time to hold a small meeting with the heads of the business and design and R&D departments of the company.There are two main purposes, one is the stage summary, and the other is the existing problems and countermeasures.

The most important work is the review and repair of the company's previous business work.Judging from the current development trend, since the establishment of the company's three professional management centers, the best-developed one is the business center.

Of course, this has something to do with Wang Yiyuan paying more attention to the business center.More than half a year later, the current business expansion, especially the speed of online business development has greatly exceeded Wang Yiyuan and the company's expectations, and it can be said that it has developed rapidly.

At present, the focus of the business center can basically be divided into two parts, one is OEM, and the other is online self-owned brand business.Both businesses are doing well, especially in the current situation where the overall economic situation is not so good, this achievement is particularly rare.

However, the focus of this phased business meeting will be another matter, whether to buy the white label of a well-known brand clothing company, which is commonly known in the industry as a "hang label" and return it to its own company for production and sales.

This matter has to start with Taobao and "Tmall".

At the beginning of this year, when e-commerce was booming, in order to ensure the quality of online products, Taobao Mall changed its name to Tmall Mall.Tmall has higher requirements for brands, and it also gives brand e-commerce a lot of traffic support.

At the beginning, clothing companies did not pay special attention to this.But up to now, the scale effect of eating big and small has gradually emerged, and it is beginning to show its ferocious head.

Some unknown small brands, under the pressure of the big brands and the Tmall system, gradually found themselves in a dilemma.The clothing company's brand is also a small brand, so it is natural to feel more and more obvious difficulty and pressure.

what to do?If you want to survive, you have to embrace the thighs of big brands and get their authorization letters.Clothing companies have also encountered such a problem.

Zhou Wanqiu and Yang Ran have a deep understanding of this, and Wang Yiyuan also has a deep understanding of this.After several efforts, Wang Yiyuan and the others discovered a secret that was not a secret.

It turned out that at this time, many well-known brand clothing companies in Shanghai felt the fiery momentum of the online market, quickly seized this opportunity, and promptly extended olive branches to small and medium-sized brand clothing manufacturers, began to develop licensing business, and launched public investment invitations.

One of the best examples is Polar Bear Company.

When the brand "Polar Bear" was founded, it not only had its own brand, but also its own factory and sales channels.At the beginning of its establishment, it quickly occupied China's thermal underwear market through overwhelming advertisements and invited famous movie stars to speak for it.

However, everything was not smooth sailing, and then the financial crisis broke out, affecting the textile industry, and the homogeneity of underwear products in the market was serious, and the market size of Polar Bear Company was squeezed, resulting in excess production capacity.So they implemented the business model of "brand authorization", closed the factory they had operated for ten years, and only kept the word "polar bear".

Without the production line, where do the products of these brands on the market come from?
It's very simple. They all made a low-key transformation and sold hang tags. That is to say, they only do the wholesale "hang tag" business now, and started to charge manufacturers for brand authorization fees and entrust sales to distributors. Asset-light operate.

On the one hand, Polar Bear grants suppliers who meet the authorization standards the right to produce specific categories of products under its brand, and charges them a comprehensive service fee; grants distributors that meet the authorization standards the right to sell specific categories of products under its brand , and charge dealer brand authorization fees.

On the other hand, Polar Bear provides a number of effective supply chain services such as resource recommendation, quality control, R&D and design, flow management, data analysis and application to authorized suppliers and authorized dealers according to their needs and business development needs, so as to improve the quality of partners. The company's operating capabilities and profitability will increase the stickiness of partners to the company's brand and services.

It has to be said that due to the overcapacity of traditional manufacturing factories, Polar Bear Company decisively cut off the production line and transformed into brand licensing. They are lucky. Many factories have been shot to death under the huge waves of the financial crisis because they did not have time to transform.

Polar Bear Company basically does not produce clothes by itself now, they license their brands to some distributors, and there are also some unknown small factories.

Open any Tmall store of the Polar Bear brand on the Internet, and the word authentic appears on the introduction page of each product, implying an endorsement of its brand.What the vast majority of consumers do not know is that these so-called authentic product tags are bought by merchants.

However, according to the information obtained by Wang Yiyuan and others through various channels, the current development momentum of Polar Bear Company is even stronger than that of Ali and Tencent. I heard that the net profit of one employee of their company selling tags is more than one million a year. From a profit point of view, it has to be said that Polar Bear is a successful company.

It is not uncommon that the company does not produce products itself, but only authorizes the trademark to the foundry.World-renowned Nike, Adidas, Philips and other companies have expanded their product lines through brand licensing.In a sense, a brand is a company's endorsement of its products.

There are many well-known companies in Shanghai with "brand licensing" like Polar Bear.Wang Yiyuan and the others feel that this business model can not only save production costs, but also obtain a certain brand premium, which is a new way of business development worth trying.

(End of this chapter)