pǐn kē jì liáo jīng jì

品科技聊经济

Product technology talk about economy

dà jiā hǎo wǒ shì māo yǎn ér

大家好我是猫眼儿

Hello everyone i am cat eye

zài jiāng hú zhōng yǒu yī zhǒng chuán yán

在江湖中有一种传言

There is a rumor in the arena

jiào zuò wàn wù jiē kě nán jí rén

叫做“万物皆可南极人”

It's called "Everything can be Antarctic"

nà wèi shá zhè me shuō ne

那为啥这么说呢

Why do you say that

zán men lái kàn yī xià tā de chǎn pǐn pǐn lèi

咱们来看一下它的产品品类

Let’s take a look at its product categories

dāng rán mài yī fú mài nèi yī

当然卖衣服卖内衣

Of course selling clothes and underwear

zán men dōu kě yǐ lǐ jiě a

咱们都可以理解啊

We can all understand

dàn shì zhè gè nán jí rén

但是这个南极人

But this Antarctic

shén zhì hái mài qì chē zuò diàn

甚至还卖汽车坐垫

Even sell car cushions

zhǐ niào kù

纸尿裤

Diapers

bō lí bēi

玻璃杯

glass

zhè jiù gēn zhǔ yè xiāng qù shén yuǎn le

这就跟主业相去甚远了

This is far from the main business

tuǒ tuǒ de yī gè bǎi huò gōng sī a

妥妥的一个百货公司啊

A proper department store

kě shì nǐ jiàn guò nǎ gè bǎi huò gōng sī de chǎn pǐn

可是你见过哪个百货公司的产品

But which department store product have you seen

dōu shì zì jǐ shēng chǎn de ne

都是自己生产的呢

Are all produced by ourselves

dāng rán le nán jí rén yě bù lì wài

当然了南极人也不例外

Of course Antarctic people are no exception

guà zhe nán jí rén de pái zi

挂着南极人的牌子

Hanging an Antarctic sign

què méi yǒu yī yàng

却没有一样

But nothing

chǎn pǐn

产品

product

shì zì jǐ shēng chǎn de

是自己生产的

Produced by ourselves

jīng bù jīng xǐ

惊不惊喜

Surprise

yì bù yì wài

意不意外

Unexpected

suǒ yǐ shí jì zhōng de guó mín pǐn pái

所以实际中的国民品牌

So the actual national brand

nán jí rén

南极人

Antarctic

hěn kě néng gēn nǐ yìn xiàng zhōng de

很可能跟你印象中的

It's probably the same as what you remember

shì nán yuán běi zhé

是南辕北辙

It's a different story

nà zhè qī shì pín

那这期视频

Then this video

māo yǎn ér jiù gēn nín yī qǐ lái chāi jiě yī xià

猫眼儿就跟您一起来拆解一下

Maoyan'er will take it apart with you

zhè jiā gōng sī rú hé tōng guò zhǐ mài diào pái ér

这家公司如何通过只卖吊牌儿

How does this company sell only hang tags

fā dà cái de

发大财的

Rich

huān yíng guān zhù māo yǎn ér de pín dào

欢迎关注猫眼儿的频道

Welcome to follow Maoyaner's channel

xián lái de huà

闲来的话

Free words

yě kě yǐ fān fān qí tā nèi róng

也可以翻翻其他内容

You can also browse other content

lì dōng gāng guò

立冬刚过

Lidong just passed

xiāng xìn hěn duō běi fāng de péng yǒu

相信很多北方的朋友

I believe many friends from the north

kāi shǐ zhǔn bèi gòu mǎi guò dōng de yī fú le

开始准备购买过冬的衣服了

Ready to buy winter clothes

ér bǎo nuǎn nèi yī

而保暖内衣

And thermal underwear

xiāng xìn shì dà jiā dōu bì bù kě shǎo de yuè dōng

相信是大家都必不可少的越冬

I believe it is an indispensable winter for everyone

shén qì

神器

Artifact

zán men lái táo bǎo wǎng shàng

咱们来淘宝网上

Let's come to Taobao

sōu suǒ gè bǎo nuǎn nèi yī

搜索个保暖内衣

Search for thermal underwear

pái míng kào qián de nán jí rén chǎn pǐn

排名靠前的南极人产品

Top Antarctic products

jiù zhàn le sān jiā

就占了三家

Accounted for three

kàn lái rén qì hěn wàng

看来人气很旺

Seems very popular

rú guǒ nǐ zài zǎi xì kàn de huà

如果你再仔细看的话

If you look closely

jiù huì fā xiàn nán jí rén de diàn pù

就会发现南极人的店铺

You will find the Antarctic shop

hái yǒu gōng chǎng diàn

还有工厂店

And factory shop

zhí yíng diàn

直营店

Direct store

qǐ yè diàn

企业店

Enterprise Store

zhuān mài diàn

专卖店

Specialty store

zì yíng diàn děng děng de

自营店等等的

Self-operated stores, etc.

jiǎn zhí jiù shì yǎn huā liáo luàn

简直就是眼花缭乱

It's dazzling

dào dǐ nǎ jiā shì zhēn nǎ jiā shì jiǎ ne

到底哪家是真哪家是假呢

Which one is real and which one is fake?

nǐ hái bié shuō

你还别说

Don't you say

zhè xiē diàn hái dōu shì zhēn de

这些店还都是真的

These shops are still real

nà jiù zài zhè zhǒng gāo rén qì

那就在这种高人气

Then in this kind of high popularity

ér qiě hái yǒu shù bù qīng de

而且还有数不清的

And there are countless

nán jí rén diàn pù de qíng kuàng xià

南极人店铺的情况下

In the case of Antarctic shop

shí jì shàng nán jí rén de zì yǒu shēng chǎn gōng chǎng

实际上南极人的自有生产工厂

Actually Antarctic’s own production plant

zài nián qián

在10年前

10 years ago

jiù yǐ jīng quán bù guān tíng

就已经全部关停

It's all shut down

dǎ bāo chū shòu mài diào le

打包出售卖掉了

Sold out

nà zhè jiū jìng shì zěn me huí shì ne

那这究竟是怎么回事呢

So what is going on?

zhè hái yào cóng nán jí rén de chuàng lì

这还要从南极人的创立

This is also from the creation of the Antarctic

shuō qǐ nián

说起1997年

Speaking of 1997

shàng hǎi de yú zhào lín

上海的俞兆林

Yu Zhaolin

tuī chū le yī gè xīn de fú zhuāng pǐn lèi

推出了一个新的服装品类

Launched a new clothing category

bǎo nuǎn nèi yī

保暖内衣

thermal underwear

zhè gè wán yì ràng rén men bǎi tuō diào le

这个玩意让人们摆脱掉了

This thing makes people get rid of

guò qù hòu zhòng de máo yī

过去厚重的毛衣

Heavy sweaters in the past

qīng báo bǎo nuǎn de bǎo nuǎn nèi yī

轻薄保暖的保暖内衣

Lightweight and warm thermal underwear

xùn sù zài jiāng zhè hù yī dài liú xíng kāi

迅速在江浙沪一带流行开

It quickly became popular in Jiangsu, Zhejiang and Shanghai

yǔ cǐ tóng shí

与此同时

at the same time

cóng guó qǐ xià hǎi de zhāng yù xiáng

从国企下海的张玉祥

Zhang Yuxiang who went to sea from a state-owned enterprise

kàn dào le zhè gè shāng jī

看到了这个商机

Saw this business opportunity

dàn shì yīn wèi bǎo nuǎn nèi yī

但是因为保暖内衣

But because of thermal underwear

shì yī gè xīn shì wù

是一个新事物

Is a new thing

ér qiě xiāo shòu zhōu qī

而且销售周期

And the sales cycle

zhǐ xiàn zài hán lěng de dōng jì

只限在寒冷的冬季

Only in the cold winter

suǒ yǐ bìng méi yǒu chū míng de pǐn pái

所以并没有出名的品牌

So there is no famous brand

yú shì zhāng yù xiáng jiù chèn zhè gè kōng dàng

于是张玉祥就趁这个空档

So Zhang Yuxiang took advantage of this gap

dà lì de tuī guǎng yíng xiāo zì jǐ de pǐn pái

大力的推广营销自己的品牌

Vigorously promote and market your own brand

dào chù dōu jǔ xíng zhāo shāng huì

到处都举行招商会

Investment conferences are held everywhere

cān jiā gè zhǒng zhǎn xiāo huì

参加各种展销会

Participate in various trade fairs

bìng qiě hái huā fèi jù zī qǐng míng xīng dài yán

并且还花费巨资请明星代言

And also spent huge sums of money to invite celebrities to endorse

xiàng dāng shí jù huǒ de míng xīng gé yōu

像当时巨火的明星葛优

Like Ge You, the star at the time

xú fān

徐帆

Xu Fan

liú dé huá

刘德华

Andy Lau

yuán yǒng yí děng děng de yī xiàn míng xīng

袁咏仪等等的一线明星

A-list stars such as Anita Yuan

zài yāng shì děng gè dà zhǔ liú méi tǐ shàng

在央视等各大主流媒体上

On CCTV and other major mainstream media

lún fān jìn xíng guǎng gào hōng zhà

轮番进行广告轰炸

Ad bombing

zuì zhōng de xiào guǒ yě fēi cháng de xiǎn zhù

最终的效果也非常的显著

The final effect is also very significant

bǎ nán jí rén dǎ zào chéng le

把南极人打造成了

Built Antarctic people into

zhòng suǒ jiē zhī de guó mín pǐn pái

众所皆知的国民品牌

A well-known national brand

zhèng dāng nán jí rén gāo sù fā zhǎn

正当南极人高速发展

Just as Antarctic people are developing rapidly

shǐ rù kuài chē dào de shí hòu

驶入快车道的时候

When driving into the fast lane

nián de jīn róng wēi jī bào fā le

2008年的金融危机爆发了

The 2008 financial crisis broke out

zhè ràng zhěng gè fú zhuāng xíng yè

这让整个服装行业

This makes the entire clothing industry

dōu zāo shòu dào le jù dà de dǎ jī

都遭受到了巨大的打击

Have suffered a huge blow

chǎn néng guò shèng

产能过剩

Overcapacity

zī jīn jǐn zhāng

资金紧张

Tight funds

nán jí rén yě wèi néng xìng miǎn

南极人也未能幸免

Antarctic people are not immune

wèi le ràng nán jí rén huó xià qù

为了让南极人活下去

To keep Antarctic people alive

zhāng yù xiáng

张玉祥

Zhang Yuxiang

bì xū zuò chū gǎi biàn

必须做出改变

Must change

zài shì chǎng shàng diào chá le yī quān zhī hòu

在市场上调查了一圈之后

After investigating a circle in the market

tā bǎ mù guāng fàng zài le héng yuán xiáng shēn shàng

他把目光放在了恒源祥身上

He set his sights on Heng Yuanxiang

zhè jiā gōng sī cóng yī kāi shǐ

这家公司从一开始

This company from the beginning

jiù cǎi yòng de shì lián hé tǐ mó shì

就采用的是联合体模式

Consortium model

zì jǐ bù shēng chǎn fú zhuāng

自己不生产服装

Do not produce clothing

ér shì yǔ gōng chǎng hé zuò

而是与工厂合作

But to cooperate with the factory

dào nián de shí hòu

到2007年的时候

By 2007

héng yuán xiáng de dāng nián yíng yè é yì yuán

恒源祥的当年营业额3亿元

Hengyuanxiang’s annual turnover was 300 million yuan

zhōng jiù yǒu yì

中就有2.66亿

266 million in

lái zì yú shāng biāo shǐ yòng fèi

来自于商标使用费

From trademark usage fees

jiè jiàn héng yuán xiáng

借鉴恒源祥

Learn from Hengyuanxiang

zhāng yù xiáng

张玉祥

Zhang Yuxiang

bǎ nán jí rén de shēng chǎn

把南极人的生产

The production of Antarctic

hé xiāo shòu duān

和销售端

And sales side

zì yíng de huán jié

自营的环节

Self-employed link

tǒng tǒng dōu gěi kǎn diào

统统都给砍掉

All cut off

zhǐ liú xià le nán jí rén de pǐn pái

只留下了南极人的品牌

Only the Antarctic brand is left

rán hòu jiù kāi shǐ le pǐn pái shòu quán de shēng yì

然后就开始了品牌授权的生意

Then started the brand licensing business

méi yǒu le gōng chǎng

没有了工厂

No factory

méi yǒu le chuán tǒng líng shòu diàn

没有了传统零售店

No more traditional retail stores

nán jí rén kě yǐ shuō shì qīng zhuāng shàng lù

南极人可以说是轻装上路

Antarctic people can be said to be on the road lightly

yīn wèi yuán yǒu de pǐn pái zhī míng dù fēi cháng gāo

因为原有的品牌知名度非常高

Because the original brand is very well known

suǒ yǐ qí zhěng hé le shàng yóu de gōng chǎng gōng yīng liàn

所以其整合了上游的工厂供应链

So it integrates the upstream factory supply chain

hé xià yóu de jīng xiāo shāng

和下游的经销商

And downstream distributors

xíng chéng le yī zhǒng shòu quán shì de shāng yè mó shì

形成了一种授权式的商业模式

Formed an authorized business model

nán jí rén xiān shòu quán gōng yīng shāng shēng chǎn chǎn pǐn

南极人先授权供应商生产产品

Antarctic first authorizes suppliers to produce products

rán hòu zài shòu quán jīng xiāo shāng qù mài chǎn pǐn

然后在授权经销商去卖产品

Then sell products at authorized dealers

bǎ chuán tǒng zhòng zī chǎn de fú zhuāng yè

把传统重资产的服装业

The traditional asset-rich clothing industry

yìng shēng shēng dì

硬生生地

Abruptly

gǎi zào chéng le yī zhǒng qīng zī chǎn de mó shì

改造成了一种轻资产的模式

Transformed into an asset-light model

dàn shí jì shàng

但实际上

But in fact

zǎo qī jīng xiāo shāng zhǎo gōng chǎng

早期经销商找工厂

Early dealers find factories

míng yì shàng

名义上

Nominally

gēn qí qiān gè dài gōng hé tóng

跟其签个代工合同

Sign a contract with him

rán hòu cóng wài biān mǎi lái wú pái de chǎn pǐn

然后从外边买来无牌的产品

Then buy unlicensed products from outside

rán hòu ná zhe cóng táo bǎo wǎng

然后拿着从淘宝网

And take it from Taobao

mǎi lái de zhì jiǎn bào gào

买来的质检报告

Quality inspection report

jiù lái nán jí rén gòu mǎi zhèng pǐn diào pái

就来南极人购买正品吊牌

Come to Antarctica to buy authentic tags

méi pái zi de bǎo nuǎn yī

没牌子的保暖衣

Unbranded warm clothing

mài yuán

卖50元

Sell ​​50 yuan

jiā gè kuài qián de diào pái fèi hòu

加个8块钱的吊牌费后

After adding a tag fee of 8 yuan

jiù néng mài dào yuán

就能卖到80元

Can sell for 80 yuan

jīng xiāo shāng zhuàn de bǐ yuán lái duō

经销商赚的比原来多

The dealer earns more than the original

hái bǐ yuán lái méi pái zi de shí hòu hǎo mài

还比原来没牌子的时候好卖

It sells better than when there was no brand

zì rán jiù huì yǒu yuè lái yuè duō de jīng xiāo shāng

自然就会有越来越多的经销商

Naturally there will be more and more dealers

yuàn yì jiā rù le

愿意加入了

Willing to join

qí duì pǐn pái de shòu quán hé fú wù fèi yòng

其对品牌的授权和服务费用

Its licensing and service fees for the brand

yě suí zhī chéng wèi le qí zhǔ yào de lì rùn lái yuán

也随之成为了其主要的利润来源

Has subsequently become its main source of profit

nán jí rén de yíng lì mó shì

南极人的盈利模式

Antarctic's profit model

biàn gé shì fǒu chéng gōng

变革是否成功

Whether the change is successful

zuì zhōng dōu yā zhù zài le diàn shāng zhè gè sài dào shàng

最终都压住在了电商这个赛道上

In the end, they all fell on the e-commerce track

nián

2010年

year 2010

nán jí rén kāi shǐ jiāng xiāo shòu qú dào

南极人开始将销售渠道

Antarctic people began to sell channels

dà guī mó de zhuǎn yí dào diàn shāng

大规模的转移到电商

Large-scale transfer to e-commerce

yīn wèi qí jiào zǎo de jìn rù dào diàn shāng mó shì

因为其较早的进入到电商模式

Because of its early entry into the e-commerce model

suǒ yǐ xiāng bǐ yú qí tā fú zhuāng gōng sī

所以相比于其他服装公司

So compared to other clothing companies

diàn shāng huà yě gèng wèi chè dǐ

电商化也更为彻底

E-commerce is also more thorough

ér zhèng shì zhè zhǒng diàn shāng huà

而正是这种电商化

And it is this kind of e-commerce

ràng wǎng shàng de nán jí rén diàn pù

让网上的南极人店铺

Let the online Antarctic shop

chéng wèi le yī zhǒng xī quē de dōng xī

成为了一种稀缺的东西

Became a scarce thing

nián zhī hòu

2015年之后

After 2015

nán jí rén zài tiān māo shàng

南极人在天猫上

Antarctic on Tmall

bù zài jiē shòu xīn diàn shēn qǐng

不再接受新店申请

No longer accept new store applications

ér zhǐ néng tōng guò zhì huàn zhuǎn ràng de fāng shì

而只能通过置换转让的方式

But only through replacement and transfer

yī jiā diàn bù gàn

一家店不干

Quit one shop

tuì chū le cái néng kāi yī jiā xīn diàn

退出了才能开一家新店

You can only open a new store after you quit

dāng rán le

当然了

Of course

rú guǒ nǐ yìng shì xiǎng yào kāi

如果你硬是想要开

If you just want to open

jiù kě yǐ gāo jià

就可以高价

Can be expensive

cóng bié rén shǒu lǐ mǎi guò lái

从别人手里买过来

Bought from others

ér nán jí rén

而南极人

Antarctic

píng jiè zhe zì jǐ zǎo qī jī lèi de

凭借着自己早期积累的

Relying on the early accumulation of

dà liàng tiān māo diàn pù

大量天猫店铺

A large number of Tmall stores

yǐ wàn de jià gé

以150~200万的价格

At a price of 1.5 to 2 million

zhuǎn ràng chū qù

转让出去

Transfer out

yòu shì yī bǐ bù fēi de shōu rù

又是一笔不菲的收入

It's another big income

dāng rán

当然

of course

rú guǒ nǐ tè bié kàn hǎo zhè gè shēng yì

如果你特别看好这个生意

If you are particularly optimistic about this business

shén zhì zhǐ yào nǐ ná gòu zú gòu de huò

甚至只要你拿够足够的货