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Text丨Kang Kang wrote something
Editor丨 Kang Kang writes something
As a national brand, "Antarctic People" has been sought after by countless consumers over the years.
But I don't know when this Antarctic man actually started the business of "selling dog meat on the head of a sheep".
Cut their own production line and specialize in selling trademarks. As long as the money is enough, it is no problem to hang the tag on the snail noodles.
They don't care about the feelings of old customers at all, and even lead three other brands to join the ranks of "selling tags", so that ordinary people become the unjust ones who buy fakes at regular prices.
Today, you might as well check yourself to see if there are any "fakes" of these brands in the wardrobe.
The pioneer of Hengyuanxiang OEM operation
As the saying goes, "pull out the radish and bring out the mud", don't look at Hengyuanxiang after the OEM operation of the Antarctic people, was pulled out by everyone.
But in fact, Hengyuanxiang's OEM operation began long before the Antarctic people.
However, it may be due to the wrong timing or bad luck, and it is only in a small area that it cannot make money, so it is stopped.
It can be seen that the Antarctic people have run the "OEM" business after them, and they have begun to pick up their old business.
This time, after selling "tags", they, like the Antarctic people, made a lot of money by relying on these licensing fees.
But consumers' eyes are bright, because the quality of the product after the OEM is too different from before, so that consumers have a plummeting image of their brand. If this goes on for a long time, it will naturally not be able to retain customers.
A misunderstood international brand
may be because the version of the clothes of the "Playboy" brand is relatively decent, which is very suitable for the temperament of middle-aged Chinese men.
It has always been mistaken for a Chinese brand, but who knows that the hometown is Italian.
Netizens who learned this truth were very curious about why such an international brand should cater to the aesthetics of Chinese, whether it cares a little too much about the Chinese market.
This conjecture made many netizens complacent, but after further understanding, netizens found that they were supposed to be their "God" as consumers, but now they were "sold" to some unknown merchants by this "Playboy" international brand.
It turned out that the "Playboy" did not escape the temptation of the "Antarctic People" to sell tags, and authorized his brand name to various merchants to obtain benefits.
From men's clothing to panties, from belts to all kinds of accessories, only you can't think of them, you can't do without them.
Even if some authorized stores sell these listed products online, some offline physical stores also sell these OEM products for profit, and they also righteously say that they are "Italian playboys", without taking into account the feelings of consumers.
There are many consumers who do not know the truth and have been deceived again and again.
The "big brother" in the down jacket industry was caught
As a leading enterprise in the garment industry, since its establishment in 1972, Yalu has been loved by countless consumers for its comfortable clothing fabrics and warm wearing experience, and it is believed that the first down jacket purchased by many Chinese families is theirs.
Its position in people's hearts, I believe that if it is managed well, it is not surprising that the business will become more and more prosperous.
However, such a national brand, because the society is developing too fast, has not caught up with the fashion trend for a while, and has missed the market for young people. At that time, it happened to encounter the economic difficulties of Yalu Company, and in desperation, he also started to make a living as an OEM.
However, they have done everything, but they are not as open as other OEM brands, which makes Yalu, which has not yet come out of the economic crisis, turn around and enter the crisis of trust of customers.
At the beginning, consumers also trusted domestic products and chose to buy their down jackets. But after receiving the clothes, I found that the labels on the clothes were not only Yalu, but also other brands.
In addition, the price of this brand is not one and a half stars different from the price of the Yalu brand, which makes netizens very angry, and directly exposed this matter in the comment area of the product.
With the fermentation of public opinion, this matter is getting bigger and bigger, and the Yalu brand has to come forward to explain.
Generally speaking, if they sincerely explain the reason for this, many netizens can understand, after all, such a big international brand, it is okay to give it another chance.
Keyalu brand not only felt that there was a problem with its approach, but also made up for it by adding the words "designer co-branded model" on the detail page of Shangoni.
This kind of way of making up for it, and the word makes consumers lose trust in them, just like such an old brand with a history of more than 50 years in China, and many brands that sell "hang tags" are boycotted by everyone.
But if you think about it, is it the fault of selling "tags" for this result, or is there some other reason?
The brand crisis is not caused by "white labeling".
In fact, the decline of these brands is not the fault of selling "tags", the main reason is that they are too "greedy".
Maybe at the beginning, when the bosses of these brands sell "tags", they will also screen a little what the OEM merchants do, and they will also control the quality of the products.
But gradually, after eating the sweetness, I began to become greedy.
In order to make more money in the shortest time, they don't care who sells the "tag" to, what products they sell, and what the quality of the products is.
Slowly, although more and more money is being made by selling "tags", the reputation of the brand has fallen into the name of Sun Shan.
Maybe the middle boss has also discovered this hidden danger, but the money has been received, and if these products with their own labels are restricted, they will naturally be boycotted by the partners, and there is even a risk of breaking the contract.
After weighing the pros and cons, these bosses can be regarded as breaking the jar and making a fortune. After all, there is so much money to be made by OEM, even if the brand falls, it doesn't matter.
And for the brand Yalu, its fall can be said to be just a fuse. The main reason is the reluctance to do market analysis and understand the development trend of the market.
When you find that you can't keep up with the fashion trend, if you don't adjust your company's marketing strategy and innovation as soon as possible, the final result can only be eliminated by other brands.
In fact, Yalu had a wonderful opportunity to turn over before the OEM turmoil, but because of their insincerity in this matter, they lost the last bit of trust in the hearts of consumers.
The relationship between consumers and brands is not too complicated, consumers will not be high-minded, and brands do not need to treat consumers as "fools".
Only by respecting each other can you get what you want.
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