I don’t actually doubt the high gross profit margin of Antarctica that the market cannot understand. What I really doubt is the Antarctic brand, which is why I am black under the light. In my opinion, this is a middle-aged and elderly brand, a clothing brand, or a low-priced brand, no different from most Taobao brands.
But in fact, according to Taobao data, Antarctic is the three most popular brands to buy after 95. It has a price-performance ratio, but it is not a cheap brand. At least in the luggage category I am familiar with, its sub-brand Katie Le Crocodile is not cheap at all.
What breaks my cognition is that its brand expansion capability has overturned the iron law of traditional brands. It is a company that spans underwear, home textiles, women’s clothing, men’s clothing, medical equipment, household goods, automotive supplies, and even home appliances. Brand.
You may have bought “Antarctic” underwear, but do you know an “Antarctic” washing machine?
Open Taobao, search for “washing machine”, and then sort by sales. If you are in the top ten, you will see it. If it was three months ago, it would still be the first.
In the past two years, people who are familiar with my past experience have been asking me about my views on Antarctic e-commerce. I have always been determined not to be optimistic. Naturally, it has blocked many people’s money.
In my professional field for more than ten years, I have let go of the bull stocks that I have been paying attention to. This is obviously “black under the lights”. Why did I make this mistake?
the best time window missed
My later reflection is like this: In the eyes of many brand operation professionals, including me, the business model of Antarctic e-commerce has no barriers. After all, now the brand and operation are not a moat, and the brand is more powerful. Why can’t manufacturers like Hailan House and Semir do it? Talking about operational capabilities, like those early Amoy brands, which are not under the Antarctic e-commerce, why didn’t they run through this model?
But then I want to understand that “brand authorization + generation operation” seems simple, but to run through this business model, it requires not only strategic vision and execution, but also a lot of luck:
First of all, it can only be made by pure online brands, otherwise it will conflict with offline stores;
Secondly, Tmall has changed its strategy of fostering Taobao brands for several years, and instead expanded its support for offline brands entering Taobao. Therefore, Taobao brands that currently have operational capabilities have lost the best time window for transformation. ;
Finally, even offline products