Every time a "Antarctic" is sold, in addition to the deposit and underwriting, Antarctic people have to charge another fee, that is, the tag fee.
The label fee is sold by piece, and the price is directly proportional to the conversion rate of the brand, that is, the brand recognition. The more people buy, the higher the price. The conversion rate of Antarctic men's wear is relatively high, and the bidding fee is about 15% of the ex-factory price of the product. For example, the basic ex-factory price in 50 yuan is around 8 yuan.
In addition, the store has to bear a certain amount of underwriting. In return, Antarctic people will provide some value-added services, such as free advertising space and event registration. At present, many brands in China do this, such as Hengyuanxiang, Taizilong, Scarecrow, Catman, Arctic Velvet, Frank Monkey, Yalu and so on. Take Renhe as an example. Now search for Renhe on the online shopping platform, and the brands that come out will be Renhe, Renhe's ingenuity, an intimate baby, and a heart at first sight. These are all OEM production and sales authorized by Renhe to other companies, involving personal care, beauty and skin care, nourishing health care, food and beverage, and medical equipment. Like "Antarctic people", 202 1, 1, Renhe pharmaceutical (000650) released its 2020 performance report on April 3, showing that in 2020, Renhe's total revenue was 4 106 million yuan and its total profit was 848 million yuan.
On September 1 last year, La Chapelle announced that the company intends to adjust its online business from the traditional mode of "planning and design-independent procurement-platform operation-online sales" to a new mode of "brand authorization+operation service". In addition, La Chapelle plans to increase the development, transfer and consulting services of brand design, brand management, information technology and preventive technology on the basis of the company's existing business scope. It is reported that it has applied for 395 trademarks, including nearly 20 sub-brands.