"Everything can be Antarctic people", but the Antarctic e-commerce that earned money by "selling trademarks" was hit twice in 221.

The stock price has crashed for two consecutive days since January 4th and 5th, and its market value has evaporated by 8.9 billion yuan compared with December 31st, 22. On the evening of January 5, Antarctic people first clarified the abnormal situation of stock price fluctuation, and also threw out a 5 million repurchase plan.

However, according to the First Financial Report, Zhang Yuxiang, chairman of Antarctic E-commerce, said that he would not respond to the question "Is this repurchase plan related to the stock price crash?".

In addition, Zhang Yuxiang said, "I am in business and don't care about stocks.". We should always care about stocks, this company may not be able to do it. I don't have the energy to study the psychology of them (investors). "

in fact, Antarctic e-commerce hit the highest point of 24.41 yuan/share on July 1th, 22, and then it went down all the way. As of noon on January 6th, 221, Antarctic E-commerce was 1.38 yuan/share, with a market value of 25.48 billion yuan. In less than a year, the market value of Antarctic e-commerce has evaporated by 34.4 billion yuan.

in 1997, Zhang Yuxiang, an Antarctic e-commerce, who graduated from East China University of Political Science and Law, quit his job and went into business. At that time, he took a fancy to the fiery textile and garment industry and imitated Zhaolin Industry, another thermal underwear giant. In 1998, the "Antarctic Man" was born, which was the predecessor of Antarctic e-commerce.

The slogan "Antarctic people are not afraid of the cold" made Antarctic people gain a firm foothold in the thermal underwear market. Later, they signed many stars such as Andy Lau, Ge You, Xu Fan, Anita Yuen and Christina to speak for them, and in addition, they spent huge advertising expenses in mainstream media such as CCTV. Since then, Antarctic people have not only won the popularity of their brands.

However, after the financial crisis in 28, Antarctic people suffered heavy losses. Under the leadership of Zhang Yuxiang, Antarctic people began to transform, no longer a brand that produces underwear purely, but changed to sell "tag".

If Nongfu Spring is a porter of nature, then Antarctic people are porters of "tag". After that, Antarctic products involved all aspects of life and home, including home textiles, fabrics, men's wear, women's wear, underwear, shoes, baby products, outdoor and so on, and were dubbed "everything can be Antarctic".

according to financial data, Antarctic e-commerce can be said to have made money while lying down. In 219, the revenue of Antarctic e-commerce was 3.97 billion yuan, the net profit was 1.26 billion yuan, and the gross profit rate was as high as 93.36%, which was higher than that of Maotai's 91.3%. Among them, in 219, the revenue from the OEM business of Antarctic e-commerce was 1.36 billion yuan, accounting for 33.44% of the total revenue, but the gross profit contribution was as high as 81.15%.

In 22, Zhang Yuxiang and Zhu Xuelian landed on Hurun Report with a net worth of 14.5 billion yuan.

However, as a "good business" such as Antarctic e-commerce, the accompanying doubts have never been broken. In 219, a research report of Industrial Securities questioned that "Antarctic e-commerce used funds to conduct financial fraud in vitro".

in addition, in June, 22, according to the first financial report, there were many doubts behind the explosion of GMV in Antarctic e-commerce: "fighting" between dealer sales and GMV performance data; Many Antarctic heavyweight shops keep changing operators, or the registered address and name of shop operators keep changing; There are unexplained capital exchanges between upstream and downstream suppliers and distributors of the company, as well as obvious personnel connections.

However, Antarctic e-commerce did not respond too much to such questions. In the announcement of abnormal stock price fluctuation on January 5, Antarctic e-commerce said: "There is no need to correct or supplement the information disclosed by the company in the early stage; The company, the controlling shareholder and the actual controller have no major matters that should be disclosed but not disclosed about the company, or major matters in the planning stage. "

(Author | Zeng Jiayi, editor | Lang Ming)