Does Andersen children's clothing become a Chinese brand fairy tale?

It is a Wenzhou man who registered the trademark of Andersen, the father of modern fairy tales, in Denmark.

According to the marketing person in charge of Wenzhou Andersen Children's Products Co., Ltd., the children's wear brand entered the Chinese market but in just over two years, it opened nearly 200 stores nationwide through franchising. Sometimes, a store can have a sales of up to 20,000 yuan a day. The customer is looking at the Danish brand.

However, in recent days, rumors concerning the crisis in Andersen’s children’s clothing business have not disappeared in the industry. Some people even heard that "Andersen's children's wear shareholder was split and the goods were removed." At present, Wenzhou Andersen Children's Products Co., Ltd. has closed its doors to the marketing center of the Huamen Business Center in the city. Until last night, the reporter was still unable to call the mobile phone of Wenzhou Andersen Children's Products Co., Ltd. General Manager Chen Songru.

The marketing center is closed and the brand has been mortgaged?

The reporter learned from an executive from Andersen’s company that the company’s goods in Yueqing’s Yushi store are no longer sent to franchisees. The company’s shareholders have already separated and the goods in Wenzhou’s warehouse have been removed by a creditor. The goods of all franchised stores were issued by a general agent of Andersen Company in Nanjing.

In response, Chen Guopeng, a legal representative of Andersen Company, stated that he does not participate in the company's operations and is not very clear about the internal affairs of the company. Therefore, he does not disclose specific information nor can he contact the Other shareholders' contact information. Only introduced that there are about four major shareholders in the company, and the real manager and decision maker is Chen Songru, general manager.

According to the staff of the Huameng Business Center, the Andersen Children’s Wear Office had not moved to work and had not yet had time to do the company name bulletin board on the first floor lobby. Related creditors said that it has been impossible to contact Chen Songru for several months. Mr. Zhu, a furniture supplier, said that since the end of last year, he began to collect money, but it has been fruitless and he felt helpless.

At a creditor in Andersen’s children’s clothing, the reporter saw an IOU signed and stamped by Chen Songru in June of this year. On this loan, the Andersen brand was mortgaged. The creditor stated that he has been unable to contact Chen Songru himself and is now ready to transfer the trademark or find a partner with experience and financial strength to jointly run the brand.

Industry seek cooperation, internal exchanges?

Wenzhou Garment Industry, a menswear company manager, said that in fact, as early as the end of last year, Andersen’s children’s clothing had a difficult business situation. General Manager Chen Songru personally came to him to talk about cooperation in order to turn the tide. Because of the great interest in the brand, the two sides also had a good talk about cooperation, but in the end it was aborted because other shareholders did not agree.

Another executive from a children's clothing company also stated that Chen Songru had sought him to cooperate.

According to an officer from Andersen’s children’s clothing, the company’s personnel exchanged blood at the end of last year. Chen Song recruited an experienced management team and reorganized the terminal channels.

In April this year, the company held a large-scale ordering meeting.

After July 22, the company's official website has no more updates.

A staff member from Andersen’s children’s clothing stated that Chen Songru had called him about 10 days ago and said that he would come back to solve the relevant issues. According to the staff member, the Danish prince recently went to Beijing to participate in the "Dream Dream Danish Fairytale World" creative activity. Chen Songru also held investment promotion activities at the event and he may be interested in restarting "Hans Christian Andersen".

One of Chen Songru’s industry friends analyzed the “Hans Christian Andersen” family: He is a man with ideas and passion. It really cherishes this brand and really wants to do it well.

It is understood that Andersen children's clothing began to enter the domestic market in 2007, starting from a very high point. The company rented two or three hundred square meters of office buildings in Shanghai and set up a design center. Although it is a virtual business enterprise, it established its own industrial park in Yueqing and set up a marketing center in the center of Wenzhou. In both publicity and product development, the elements of Hans Christian Andersen’s fairy tales are widely used.

However, insiders believe that it is precisely such a high starting point and high expectations that the company has invested too much money at the outset, and that internal management has not kept pace, making it easy for cash flow difficulties. Like Shanghai's design center, the salary costs of just over 10 designers are not a small number. According to executives from Andersen Company, only in April last year, the product development of the large-scale ordering conference and the sponsorship of the “Little Girl Selling Matches” large-scale musical toured at least 1.5 million yuan. The initial expectation was that successful investment promotion could recover costs, and as a result, the investment results were poor and the company was caught off guard. In addition, there are some problems in the internal management mechanism of the company, and the unanimous opinions among shareholders have limited the company's development.

Capital investment is too large, management did not keep up?

The franchise hotline continues and the brand remains attractive

Last October, when the reporter chatted with Chen Songru. He is also very excited to talk about his own interest in registering the Andersen brand in Denmark.

When this idea was first created, it was exactly the 200th anniversary of the birth of Hans Christian Andersen. On a dinner in Shanghai, someone smiled and pointed to Chen Songru who had lived in Denmark at the time: If you could register the “Andersen” brand, it would be a big deal. Chen Songru, who has a little bit of wine, should immediately go. After returning to Denmark, he really took action. Although he did not imagine how smooth it was, he eventually registered the trademark.

When talking about this trademark, Chen Songru is still quite proud of: In the hometown of Hans Christian Andersen, the world's fairy tale master, the registration of this brand is actually Wenzhou people...

Currently, internal employees, suppliers, franchisees, creditors... Many people are waiting for Chen Songru's news. The creditor who got the trademark mortgage said that he does not understand the clothing business. The brand is not meaningful to him. He only hopes that Chen Songru can contact him and let him recover the money.

When dialing Andersen’s children’s clothing join hotline, the hotline was transferred and someone answered it. According to the operator's introduction, the franchise hotline continues every day, and sometimes there are still five or six calls a day to join. This information is currently recorded in detail. Once the Andersen brand is re-operated, these customer information is still one of the resources.

Andersen children's clothing can be reorganized? Many people wait and see