Selling tags to make money, well-known companies are in trouble
Introduction: Antarctic is an e-commerce company that was once known for its excellent sales performance and high profits, but now it has encountered significant challenges. The company shifted from selling thermal underwear"Sell labels", using the profit model of brand licensing, but this model also exposes a series of problems. This paper analyzes the reasons for the rise and fall of Antarctic man and the possibility of its future development.
The Beginning and Success of the Antarctic Maritime Museum.
Zhang Yuxiang, the founder of Antarctica, quickly amassed wealth in the 90s of the 20th century with the success of Yu Zhaolin's thermal underwear brand. Subsequently, he founded the Antarctic brand and made thermal underwear thinner, warmer and more skin-friendly through research and technological innovation. Zhang Yuxiang's huge investment in advertising and marketing has made it"Antarctic people are not afraid of the cold"The advertising slogan is deeply rooted in the hearts of the people, and Antarctic people have quickly become a well-known brand in China.
However, with the intensification of market competition and the seasonal restrictions of the thermal underwear industry, the development of Antarctica people has encountered a bottleneck. In order to find a solution, Antarctic people began to expand their business areas, and gradually set foot in onesie, home textiles and other products. However, the gross profit margin of these businesses is not high compared to thermal underwear.
The transformation of the Antarctic Maritime Museum and"Sales labels"Mode.
The outbreak of the financial crisis means that the people of Antarctica are facing great pressure to survive. In order to overcome the difficulties, Zhang Yuxiang decided to build Antarctic into a brand licensing company, namely"Sell identification labels"。As long as the brand authorization fee is paid, the factory and distributor can obtain the brand authorization of the Antarctic people and become the leading businessmen of the Antarctic people. This shift has allowed Antarctic Electric to benefit from a simpler and more profitable business model.
The Glory and Challenges of New Japanese Meteorology.
Antarctica passed"Sell labels"It made a lot of money and quickly expanded its business. With the advent of e-commerce platforms, Antarctica people have been out of control and have become this kind of thing"Sell labels"Typical success stories of patterns. However, this approach has gradually triggered a crisis for the Antarctic people.
First of all, due to the large number of listings, NJStar is unable to effectively control the quality of its products, resulting in the company being often blacklisted.
Secondly, the reputation on social ** gradually deteriorated, and people began to question the quality and authority of the Antarctic people.
Eventually, Antarcticians face pressure from competitors and problems with their own image. Antarctica tried to reinvigorate itself by acquiring other brands, but the popularity of the acquired brands was not enough to make Antarctica achieve a fundamental transformation. Antarctica's share price has also plummeted, and its market value has fallen sharply.
The future development of the Northern Mediterranean.
The New Japanese Movement is currently facing major challenges and dilemmas, but it is still possible to bring hope for its transformation and development.
First of all, Antarctic people can return to familiar thermal underwear products through innovation and improvement. Through technology research and development and improved quality management, we will regain the trust and reputation of consumers.
Second, Antarctic people can diversify their operations in multiple fields and reduce their dependence on a single product. For example, expanding product lines in areas such as healthy eating, lifestyle and sports equipment to mitigate the impact of seasonal events.
In addition, Antarctic people can also strengthen brand remodeling and brand image promotion to enhance consumers' confidence and goodwill towards the Antarctic brand.
In short, NJStar is successfully transforming to"You get what you pay for"after the company, a huge profit was obtained. However, this model also exposes a series of problems that have led to the Antarctic people getting into trouble. In the future, Antarcticians need to find a new path of transformation and regain their strength through technological innovation, quality improvement and rebranding. Only in this way will NJStar be able to stand out from the fierce competition and regain its sustainable development.