Rogue Rabbit "Whole Brand Brand Monopoly Chain" Business Model Is Concerned By Industry.

November 3rd hearing, 3 days signed 211 homes Franchised store Recently, the famous international cartoon from Korea. brand MASHIMARO (commonly known as "hooligan rabbit") has created a lightning speed that has attracted the attention of the domestic children's products industry. In the first half of this year, a series of news about the acquisition and reorganization of the Korean rogue rabbit MASHIMARO brand by the international Chinese business treasure gave rise to the shock in the industry. Buy After that, the adjustment action and market performance have become the topic of widespread concern in the industry and domestic financial media.

In mid October, MASHIMARO brand held the first investment conference in Guangzhou Yihe villa. More than 200 people and channel traders participated in the conference. The conference site contracted directly to 211 shops. This speed is equivalent to the speed of development of many enterprises in the industry for one to two years.

The lightning speed created by MASHIMARO reflects the desire of the children's products industry for innovative profit models. The current Chinese children's products industry is dominated by single product monopoly, and children's clothing, children's shoes and all kinds of supplies are fighting for themselves. The commodity is single, the profitability is not strong, and the development space is limited.

Industry channels have long recognized the advantages of multi commodity combination monopolization, but apart from some retailers selling goods by wholesale, they have no real brand of integrated operation in the whole industry. This phenomenon is closely related to the operation mode of the upstream brand operation enterprises: from the international cartoon brand of the leading market, it is authorized by the way of operation. A brand often empowers dozens or even hundreds of enterprises to decentralization, and can not form an integrated operation. The local brand is built locally, even though it is not subject to the authorization of the brand. However, due to the low brand awareness and low added value, the expansion of commodity category through the form of OEM and ODM requires high capital strength, and it is difficult to form a comprehensive integration.

According to the data of MASHIMARO's Fang Bao Po children's clothing (China) Co., Ltd.: after the completion of the MASHIMARO brand acquisition, the treasure group has integrated the whole industry chain of R & D, design, production, and channel level. This is the first real sense of the whole brand franchise chain in the industry. There are three characteristics in the management mode.

　　 First, the existing commodity category breaks through the industry standard. The products released by this conference include children's wear, children's shoes, stationery, toys, bags, and daily necessities, etc., with a single product reaching more than 1000 kinds. On the one hand, it provides convenience for retailers to purchase one-stop shopping for various commodities, and saves energy and purchasing costs of franchisees. On the other hand, it provides consumers with one-stop shopping convenience and helps the franchisees greatly increase their turnover and business profits.

　　 The two is the innovative integration mechanism to ensure the continuous lead in category expansion and provide sustainable growth for chain stores. The traditional practice of expanding the category of children's products enterprises is their own investment. The form of entrusted factory OEM is not only long cycle and high cost, but also has accumulated experience and control ability when operating new products in different fields. In addition to investing in the production and development of children's wear and children's shoes, Bao group also develops the first-class operation companies of various commodities through the brand influence of the brand and the way of brand merchandise authorization. It is a brand affiliation partner that directly integrates all resources in the development, design, production and other aspects of the cooperative enterprises. The integration speed is fast and the cost is low, and the products launched are more competitive than those of the MASHIMARO. MASHIMARO the whole category Monopoly chain plan keeps more than 5 new products expanded annually, and ensures the continuous growth of profits of franchisees.

　　 The three is to provide more powerful backing through integration for channel management. In the face of the development needs of MASHIMARO chain, Bao faction also integrated external cooperative enterprises into "MASHIMARO brand management alliance" to provide business support for franchisees. At present, the alliance has more than 10 member enterprises. In view of the MASHIMARO whole category Monopoly chain, it has implemented market promotion actions such as customization, joint promotion, joint promotion and joint training, and has also formed a new mechanism to surpass the existing level of industry in channel support services.