By selling "OEM" trademarks to earn 900 million yuan a year, deceiving consumers for several years, I did not expect that the original factory has long been discontinued! When everyone saw this news, they immediately thought of antarctic people, who are now Antarctic people who can be everything. This OEM wind first arose in the thermal underwear industry, since the thermal underwear industry is not good, they began to authorize the whole category of clothing products, including shirts, pants, suits, jackets, socks, belts, shoes and hats, etc., and even their own production of underwear has also given up, the trademark is authorized to the dealers in the provinces, they themselves go to the manufacturer to produce, and pay the brand royalties every year.
Then this model swept the entire clothing brand, Arctic Velvet, Yu Zhaolin, Hengyuanxiang, Cadile Crocodile, Playboy, Bosideng's Kangbo, Snow In Flight, Seven Wolves, Qipai, Yalu, Lansha, etc., all the domestic brands you can think of, all are such operations, when they first started to do so, the brand side will also send a copy personnel to check, for a long time, it will be left alone. Do the most excessive is the Antarctic people, cross-class authorization, toilet brushes, electric fans, tea cups, pots and pans, diapers, all the products on the earth for human use, as long as you give money, you can hang the trademark of antarctic people.
Some people think that this is the inner volume of the brand, in addition to the workplace, in addition to the training of children, in various industries of China's economy, as if no one can escape, the phenomenon of "inner volume" is menacing and unstoppable, causing anxiety for many brands and enterprises. Expert analysis: If the brand wants to get out of the so-called "inner volume" dilemma, it must maintain its sanity, create brand differentiation, provide personalized marketing strategies, gain insight into the real needs of customers, and support it with strong brand strength, so as to have the courage to say "no" to the "inner volume"!
I think it is not the case, this is the maximization of capital grab profits, is the active behavior of businessmen to squeeze the last drop of blood of the brand, they from serious business to the end of concentrating on selling hangtags, this kind of "legal copycat" behavior, just to satisfy their own selfishness, these bosses many years ago, fortunately in the China Merchants Association to meet several people, most of the families have emigrated abroad, the country is only their temporary residence for gold digging. If it is said that this phenomenon caused by the brand's inner volume, it shows that the starting point is still good, first reduce the dimension to fight for survival, and then upgrade the dimension to attack and break the inner volume, at least in the domestic mobile phone industry is taking this path. The above-mentioned enterprises selling hangtags can not see this sign at all, they are completely dry and fishing, casting a net of absolute households, not sparing any copper plates.
Where the brand is labeled, there is no grass, and now some big brands authorize a dealer to use a product at the price of how much trademark royalties a year, and then the dealer then takes this authorization to find a manufacturer to produce products, this phenomenon has spread across the country, not only clothing brands, such as ceramics, electrical appliances, wineries, pharmaceuticals.
Siemens, Sharp, Rongshida, Zhigao, Konka, Yangzi, Midea, Oaks, Jiuyang, Changhong, Skyworth, Meiling, in addition to a small number of the main business themselves, the rest of the small household appliances are all selling hangtags in the sale, it and ODM (brand side entrusts manufacturers to provide design and production), OEM (brand side R & D design, manufacturer production) is different, they are charging trademark royalties, the rest have nothing to do with themselves. Now some people joke that after the Antarctic, everything in the world can be millet, millet and these brands are still different, it is more like a combination of OEM and ODM, and selling hangtags is two different things.
In the summer, 59 yuan 69 yuan of household floor fan flooded on the Internet, I also had the privilege of buying two, a year later the motor was all burned down, and the home of more than 200 yuan of Emmett electric fans after a few years, still normal operation, because there are children reading at home, this year spent 699 yuan to buy its 360 degrees shake the silent fan, it is indeed a moisturizer silent. I hope that some brands can stick to their original intentions, do not fall into the price war of "selling hangtag enterprises", and seriously engage in industrial upgrading and make good products. I have been spending on the Internet for ten years, and now it is to buy socks or physical stores that are not common goods, if you want to find a good reputation product on the Internet is tantamount to finding a needle in a haystack, 100% of the stores are brushing orders and brushing praise, want to judge the true situation of a product, to slowly find out the real buyer's conclusion from tens of thousands of reviews, time-consuming and brain-intensive.
Selling hangtags is also a hard-hit area, that is, the liquor industry, Luzhou old cellar has hundreds of kinds of OEM wine, Wuliangye is also, all kinds of flowers bloom rich, rich and noble, etc., when driving, the local traffic radio station, dealers will shout hoarsely there: Wuliangye production, now as long as 199 yuan a box. Then the host next to me disagreed, saying: No matter what, you have to give me a face, today I have to fight for a benefit for the listener, you do not agree to this price. Then the dealer was in pain, such as mourning, and said: I went out today, just make a friend, 199 yuan, you buy a box, I also send a box. Nowadays, this kind of performance has been magnificently on the live broadcast platform, many big anchors, even popular stars, live broadcast with goods this group wine, a box of 4 bottles, the original price of 2999, the current price only needs 398.
The most annoying thing is the behavior of pharmaceutical brands selling hangtags, what tongrentang, Renhe, etc., all things can be "Renhe"? This old pharmaceutical company annual income of 4.1 billion, OEM products accounted for half of the country, from Chinese and Western medicines to facial skin care, from tonics to daily care and toothpaste cleansing milk acne cream, "Renhe" and "Nanjing Tongrentang" brand seems to be everywhere, those acne and age spots of the copy, three days to see the effect, heavy change of large living people, in a number of hundreds of thousands of homes on the sale, sales are amazing, as for whether there is an effect, it is estimated that Renhe and Tongrentang headquarters is not clear, after all, it is a small business to pay for the trademark, self-production and self-sale.
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Foreigners learned that China still has this kind of play, excited, the foreign supermarket brand into the country, that is, to repeat the business model of selling hangtags in China, but the product is really not a dime related to imports, the seller will give the product a variety of gimmicks and European and American culture and stories, even if it is false, it does not matter, these "fake foreign devils" are several times more expensive than similar products. Why is it so expensive? Because they have to spend a lot of money on various platforms to find all kinds of big vs to promote, but also to give a lot of commissions, the product is not important, can be sold on the line.
Human nature is inherently greedy, and people just want to spend as little money as possible to buy brands that are as famous as possible. This provides a fertile living soil for those companies that sell hangtags, and you can't complain about this kind of behavior, which is a "legal copycat" of Chia Tai Guangming, protected by law. As consumers, it is not that they despise the licensing of their trademarks, but that they hate the behavior of the brand side regardless of the subsequent quality.
Some people may wonder, in this way to overdraft the brand value, can the brand survive? Perhaps for businessmen, our concern is that the emperor is not anxious eunuchs, they sell around, selling advertising, and not brand value, which is also good for the younger generation, that is, China still has a large number of entrepreneurial opportunities, as long as there is no real brand in the market, then there are many fewer stumbling blocks on the road to entrepreneurship, just hope that young people create new brands, do not forget the original intention, really put energy into industrial upgrading, rather than speculating with the predecessors.