Winter is here, and many people are afraid of the cold. At this time, they will buy a set of thermal underwear to survive the winter. There are many brands of thermal underwear on the market, most of which are produced and sold by themselves, but there is one brand Thermal underwear does not produce itself, but relies on authorized sales of tags to survive. This is the thermal underwear brand "Nanjiren" that everyone is quite familiar with. Many people may be familiar with this brand, as they may have purchased thermal underwear products from this company. However, since 2015, Anji people have stopped producing thermal underwear themselves, and instead rely on selling hangtags to support the company. operations.

Nanjiren is an underwear company established relatively early in China. It was established in 1997. It sells hundreds of millions of pieces/sets of products every year, providing comfortable and high-quality daily life to hundreds of millions of people. required. During Double Eleven in 2014, Nanjiren achieved sales of 180 million yuan in a single day, which is the strongest proof of Nanjiren's model innovation after transforming into an Internet company. But in fact, Nanjiren has begun to cut off the production and sales ends since 2008, and launched the "NGTT" Nanjiren integrated business model. This was mainly inspired by another domestic brand Hengyuanxiang, which was founded by Hengyuanxiang. It was established relatively early, in 1927, but since 1991, it has been adopting the model of licensing and selling hangtags, integrating with social alliances, cooperating in production, sales, and branding, and developing existing "One-stop clothing enterprise".

Nanjiren has always been doing its own production and sales model. However, with the development of the Internet, physical sales have become less and less effective, and they have begun to switch to online sales. When selling online, Anjiren also found that the most labor-saving way for many online stores that lack their own brands is to rent brands. Because e-commerce platforms are becoming more and more strict about brands and authorizations, and prevent the sale of fakes, many online stores All adopted the method of renting brands. Nanji people saw the business opportunities in this area. In 2015, they ceased production and completed the transformation, becoming an asset-light Internet platform with brand licensing as its core.

In addition to brand licensing, Nanji. The most profitable thing for people is to sell hangtags. An ordinary hangtag costs only a few cents, but when sold to these manufacturers, it costs about 8 to 15 yuan of the ex-factory price of the product. It can be said to be a huge profit for those merchants who do not have a brand. , it can be considered a huge profit. The same product can be sold for dozens or hundreds of dollars more if it is put on a brand label. Products without authorized tags can be sold on Pinduoduo, while those with tags can be sold on Taobao, JD.com and other platforms. For both parties, It can be said to be a win-win situation. In 2018, Anjiren’s net profit was close to 900 million yuan through licensing and selling tags.

As of the first three quarters of 2019, the company has cooperated with 985 suppliers and has cooperative distribution. There are 4,321 merchants and 5,559 authorized stores. Because there are too many authorized stores and the quality is not monitored, under this operating method, the reputation of Anji people is getting worse and worse, and the product quality is not guaranteed at all, so the complaints it receives are also low. More and more, Anjiren has been on the blacklist of substandard products by the national quality inspection department and local consumer associations since 2018.

This is supported by the reputation of the previous brand, but now. Without product quality control, more and more problems arise. By overdrafting the brand value, the Nanjiren brand will definitely be ruined in the future. As ordinary people, many people still don’t know that the Nanjiren products they buy are not original. The company produces it, but they foolishly think that the product they buy is a "brand"