Antarctic stopped producing its own products very early, and its main business relies on leasing trademarks, so you can see Antarctic’s trademarks appearing on all kinds of clothing, and even food, also labeled Antarctic. People's trademarks. Recently, as the domestic consumer market continues to mature, a large number of domestic brands have stood out and attracted a lot of people's attention. However, one domestic brand is quite special. It uses authorized trademarks to make profits, and the objects of trademark authorization are Including, men's clothing, women's clothing, underwear, home textiles and even daily necessities, etc. Some people doubt that this method will not damage the brand image, but the fact is that Nanjiren's annual income exceeds 1.3 billion yuan through evaluation of trademark licensing.

According to relevant media reports, in fact, Antarctic has stopped its own factory since 2008 and only does brand licensing work. In 2010, it also launched e-commerce services and successfully went public in 2015. , and in the following years, it continued to acquire other brands to expand its development potential. Judging from the company's financial report, its revenue in 2019 was around 3.9 billion yuan, of which brand licensing business accounted for 31%, with a revenue of 1.2 billion yuan. Together with the dealer's licensing business, its trademark licensing revenue exceeded 13 billion yuan. 100 million.

Although Anji people have enjoyed this model smoothly, some professionals say that this model of brand licensing is unsustainable because the products after authorization cannot be controlled by themselves. That is to say, once authorized, Problems with product quality will have a greater impact on the brand.

Nanjiren’s authorized objects are very broad, so once quality problems occur in multiple products, the value of its trademarks will shrink rapidly, and since Nanjiren itself does not make products, it cannot do more to the brand. Value-added, therefore, the more categories it authorizes, the faster its brand influence will be consumed. In the end, it may destroy its own brand, and its brand image will also be damaged. Therefore, Nanji people must reduce the authorized objects and categories to maintain the brand image. Only in this way can we ensure its long-term development.