Nanjiren is definitely an alternative to China today, and its boss, Zhang Yuxiang, has definitely created a new model for global business. Zhang Yuxiang has no factory, only one brand, but he has made a lot of money by relying on brand licensing. This model has even gained favor from the capital market. The market value of Anji E-commerce behind Anjiren has exceeded 60 billion.

Nowadays, when you click on various e-commerce platforms, you will find that Nanjiren products are almost everywhere, and not only underwear has Nanjiren, but some maternal and infant products, home textiles, and small household appliances are also branded with Nanjiren. . Initially, many consumers questioned the authenticity of these products, but soon many people discovered that these products were actually genuine and had formal brand authorization.

It’s just that many people who don’t know the truth have found that whether it is underwear or home textiles, the quality of Anjiren’s products is really uneven. Some are of good quality, while others are completely bad. So why is this found?

In fact, after 2008, the original manufacturers of Nanjiren have successively closed down their factories and learned from Hengyuanxiang in brand licensing, which is the so-called joint venture model. Hengyuanxiang started such development in 1991. It found some manufacturers to cooperate with, and then authorized the brand to them and let them operate and develop it. The profits earned were divided equally between them.

Later, this model was carried forward in the hands of Antarctic people. Now Antarctic e-commerce has at least thousands of authorized partners, and these cooperative manufacturers are spread across all walks of life. Zhang Yuxiang’s boss licenses Nanjiren to other manufacturers, and then earns the brand licensing fee himself. Basically, he doesn’t need to worry about the rest. Others still make profits, and they don’t need to pay too much attention to the product.

In the eyes of many people, this is only done when a brand has completely failed, but in fact, Antarctic is not like that at all. At that time, the development of Nanjiren was in full swing, but the boss Zhang Yuxiang suddenly made a transformation and started brand licensing.

Zhang Yuxiang’s model is now very successful. Antarctic e-commerce has not only completed a backdoor listing, but has also gained popularity in the capital market. Since this year alone, the market value of Antarctic e-commerce has skyrocketed. More than times, the market value at its peak exceeded 60 billion.

The performance of Antarctic e-commerce is real. The profit in 2018 was close to 900 million, and the profit in 2019 exceeded 1.2 billion. In the first half of this year, it still maintained rapid development. Zhang Yuxiang's personal net worth has also exceeded 10 billion.

Many people may know that running a factory is very hard. To run a brand well is actually very stressful. In recent years, many old brands have failed overnight, such as La Chapelle, which is currently heavily in debt, and Daphne, which has closed thousands of stores.

It is not easy to truly develop into a century-old brand. Even a brand like Belle will eventually have to sell itself, let alone other brands. Doing business is actually very hard, with high risks and low profits. Zhang Yuxiang's current model is actually very similar to the so-called Internet model. It does not make money through products, but through virtual services. Now Antarctic E-commerce is considered an Internet company rather than a clothing company.

Zhang Yuxiang founded Antarctic People in 1998. At that time, Zhang Yuxiang was inspired by Shanghai Zhaolin Company. That year, Zhaolin Company launched thermal underwear and sold 280,000 pieces in one year, successfully making the thermal underwear product popular. Zhang Yuxiang was born in 1964 and later graduated from East China University of Political Science and Law.

Before starting his own business, Zhang Yuxiang had been working within the system. In 1998, Zhang Yuxiang took the risk to raise 3 million yuan in order to start a business, and then founded Nanjiren. By imitating the thermal underwear produced by Zhaolin, Zhang Yuxiang completed sales of 100 million within 4 months.

After making his first pot of gold, Zhang Yuxiang immediately expanded production and also stepped up efforts in promotion. He invited Andy Lau to be his spokesperson, and then spent a lot of money to advertise on CCTV and launched Antarctic Man. Not afraid of the cold is the advertising slogan.

Many people born in the 1970s or even the 1980s must have been deeply impressed by this advertising slogan.

In less than a few years, Antarctic became one of the market leaders. At this time, it was revealed that Zhaolin Company added plastic film to thermal underwear, which gave Zhang Yuxiang an excellent opportunity. In fact, this problem has never been a secret in the industry. Many people know it, but consumers don’t know it.

Zhang Yuxiang knew that this problem would break out sooner or later, so Zhang Yuxiang cooperated with an American company very early and used high technology to develop a new type of thermal underwear. After Zhaolin's accident, Zhang Yuxiang took the opportunity to launch this product, which gained enthusiastic popularity in the market. At that time, Zhang Yuxiang also met the national certification standards, giving consumers more peace of mind. Antarctic has become a reliable brand in the eyes of many.

Zhang Yuxiang then took the opportunity to launch down jacket products, which also achieved success. Zhang Yuxiang spent a lot of money to hire a group of experts, hired many designers, and launched many styles. It soon became the second largest down jacket brand after Bosideng.

A financial tsunami in 2008 caused many physical enterprises to suffer disaster. Zhang Yuxiang was also greatly affected. At this time, Zhang Yuxiang began to think about how to operate this enterprise with less risk. Around 2008, many clothing brands were expanding crazily. However, in fact, giants such as Li Ning did not see a surge in profits due to expansion. Instead, the company fell into a strange circle, with profit margins declining and inventory rising.

Then Zhang Yuxiang made a bold decision. He wanted to give up all his factories and no longer produce a single product. However, Zhang Yuxiang is not giving up his business, he is preparing to transform. Zhang Yuxiang does not plan to produce it himself, but relies on the brand to make money.

Zhang Yuxiang found some strong manufacturers and then authorized Anjiren to produce and sell them. Zhang Yuxiang only takes the licensing fee. Zhang Yuxiang's model is naturally a sure profit without loss. Zhang Yuxiang then continued to increase the number of authorized manufacturers, and his profits increased.

Many manufacturers also made a lot of profits by cooperating with Antarctic people, so more manufacturers came to Zhang Yuxiang for cooperation. Now Zhang Yuxiang has authorized Nanjiren to at least thousands of manufacturers, including not only underwear manufacturers, but also manufacturers of clothing, home appliances, home textiles, etc.

Of course, although Zhang Yuxiang’s model is smart, it also has many disadvantages. The authorization of too many manufacturers is also uneven in this market. There are Antarctic people of various qualities. If Zhang Yuxiang cannot manage these well, The quality of the manufacturer's products will ultimately harm the Antarctic brand.