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Explanation: Why Was Bobbi Abandoned By The Chinese Market?

2011/4/6 9:38:00 41

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Since March 7th, the Mattel Inc "Bobbi Shanghai flagship store" has been closed. The company spokesman said the store will be permanent.

Compared with the sensation of opening two years ago, the sudden closing of Bobbi's flagship store was shocking.

Is it acclimatized or is there something else?

On March 2009, when Bobbi's 50 year birthday was about to arrive, Bobbi's world's first flagship store opened in Shanghai, China.

The store is located in Huaihai Middle Road, Shanghai's prosperous area. It has rented 6 floors to display its brand and products.

Mattel Inc spokesman Bobbi said: "the flagship store in Shanghai is just a concept store dedicated to promoting the brand and culture of the company.

In the past two years, Mattel Inc has completed this mission.

Now, based on the huge Chinese market, the Mattel Inc has decided to extend the successful experience of Bobbi's flagship store in Shanghai to a wider area in China.

Therefore, the purpose of closing stores is to enhance Bobbi's brand strategy.

Compared with Bobbi's.

brand

The argument for strategic change is that most analysts in the industry believe that Bobbi's flagship store is closed because of its acclimatization in China.

"Closing shops naturally can't earn money.

Bobbi's market positioning in China does not seem to be very clear, resulting in insensitivity of the market.

Moreover, it is not a product developed by Asians itself, so more Chinese consumers prefer to choose a brand like "Hello Kitty" instead of being interested in Bobbi.

Yan Jun, director of luxury management project at Peking University, told reporters: "Shanghai Bobbi flagship store is Bobbi's only direct store in China.

For Bobbi's departure, I can only regret to say, "go well, do not give!"

Pleasant Sheep

Father Huang Weiming pointed out: "Bobbi has not yet rooted in the hearts of Chinese consumers.

Its personality is not strong, and the support behind it is not enough.

The success of the series of "pleasant goat" derivatives is due to the strong support behind their animated cartoons.

The more than 500 episode of cartoons, many children began to see from the age of one year old, has seen five or six years old, the image of "pleasant goat" has been deeply rooted in the hearts of the people.

Of course, Bobbi's embarrassment lies not only in the positioning of the brand, but also the burden on Bobbi's flagship store.

The price of shops in Bobbi's Huaihai middle road is generally 40 yuan / square meter / day.

In general, the price of shops with 800 floors of two floors is about 14 million yuan a year, while the 6 floor shop occupied by Bobbi is 3500 square meters.

The industry believes that the high price is Bobbi's problem.

$100-200 worth of Bobbi dolls lost Chinese low paid family customers, while high-income families had limited recognition of Bobbi's high-end image.

There are more choices for them.

At present, Bobbi's online sales are only carried out through the excellent network.

In this regard, the industry believes that Bobbi used flagship store marketing mode, there are certain restrictions on the sale of Bobbi products, because there is a price difference problem.

Once there is a price difference between online and offline, the sale of flagship stores is no doubt a blow.

"But

Bobbi

In a single product licensing way, such as hats and clothing will be empowered to multiple enterprises, which will lead to the dispersion of channels and the loss of scale advantage of channel operation.

According to the industry, "the operation mode of Bobbi flagship store is to integrate many authorized business operators, and this closing will show that this mode of operation is not accepted by the Chinese market."