Online shopping has become an important way for people to shop, but when we open the online shopping page, we can easily find many OEM products, and it is really difficult to distinguish whether they are genuine or fake.
I believe that friends are no strangers to the brand Anjiren. It has always been a brand dedicated to producing warm clothes in the public’s mind. However, now we open a certain treasure and surprisingly find that the brand Nanjiren no longer only exists. The search for thermal clothing is not only in the clothing category, but also many electrical appliances, daily necessities, etc. are branded with the name of the brand. Are so many products “fake”? In fact, this does not mean that these Antarctic products that are not thermal clothing are fakes, because these products are just Antarctic’s OEM products.
So why are there so many OEM products? In fact, this is an emerging marketing method. People have always relied on selling products to build their own brands when selling products. It can be said that the growth of a brand must go through growing from small to large, and the road to growth is very difficult. .
However, for those brands that already have a certain position in the industry, what they need more is to expand their marketing paths. If emerging brands can be guided by brands with reputation, their products can quickly expand. Entering the market and gaining favor from consumers, the phenomenon of “Nanjiren” being used as an old brand to OEM various new products emerged.
However, it is worth mentioning that Antarctica is not the only one making profits through this method.
Nanjiren’s OEM model is not the first one that has appeared in my country. The earliest brand sold was Hengyuanxiang, a household name. Although Hengyuanxiang has always been favored by consumers as a national brand, the arrival of foreign brands in recent years has made Hengyuanxiang this Similar national brands have been hit, causing their sales to plummet. Therefore, due to the development of the enterprise, Hengyuanxiang explored the business of expanding its own brand by licensing the brand to other companies’ products. In this way, Hengyuanxiang achieved good results in the trial of the authorized brand in the first year, which also made Hengyuanxiang Successfully resolve the business crisis.
It is understood that Hengyuanxiang has 130 authorized stores on the e-commerce platform, and its online sales on Double Eleven this year also exceeded the 600 million mark.
Through Hengyuanxiang’s successful experience, many national brands like Nanjiren have seen new business opportunities, so they have chosen authorized brands to expand their business. In this way, in addition to Nanjiren, there are also MUJI, Brands such as Playboy, Fuguiniao, Yu Zhaolin, and Beijijing have also followed suit. Even La Chapelle, a leading fashion brand in China, has also joined the ranks of “selling hangtags.”
With the addition of these clothing brands, it is not difficult for us to discover the truth: the past days of relying on brands to determine clothing quality are gone forever. If brand companies cannot strictly control and require OEM companies, sooner or later, the inherent brand effect will be exhausted.
Judging from the current marketing model, OEM sales can indeed help companies achieve rapid profitability. For example, Antarctic people make a lot of money in this way. But at the same time, this sales model also has a huge impact on the brand. This current situation is also constantly causing us to reflect: Are short-term huge profits really more important than long-term development?
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