The Company Received Twenty Years' Authorization From The Brand Of Babu Bean.

The puppy, with two ears, passionate, cheerful and adventurous, was once a classic childhood memory after 80.

As the first batch of cartoon brands to enter the mainland of China, the popularity of Babu beans in mainland China is equal to that of Li Ying Fang, Disney and Mitch.

Today, most of the long ear puppy's shoes and clothing products will be produced in a children's shoes factory in Jinjiang. The market of the two or three tier cities will also be expanded by this company.

No fight, no acquaintance.

On the eve of "eleven" holiday,

The staff of the marketing department of the gill limited company are working overtime all night. Their busy schedule is to prepare for a new product conference. However, the shoes and clothing products released this time are no longer the new products of the original brand winter treasure sun, but the new spring and summer products of Babu brand in 2013.

It is understood that from the spring of 2013, all the stores of winter treasure will be turned into a brand store of Babu bean. This change is not the purchase of the winter brand Sun brand by Babu bean brand, but the company received the authorization of the Babu bean brand for twenty years.

"No fight, no acquaintance!" said Lin Qidong, chairman of Babu bean (China) children's products Co., Ltd.

Originally, Quanzhou winter Bao sun sporting goods Co., Ltd. as a producer and Shenzhen Babu sporting goods Co., Ltd., as a distributor, sells winter Bao Sun Children's shoes as a general distributor. Once it was similar to the main trademark of Babu's company, it was reported to the court by the Babu bean company as the infringement party, and this lawsuit is also known as the "two battle of Babu bean" by the industry.

However, this "court of law" also laid the foreshadowing for the next cooperation.

In contact with winter treasure sunshine, Lin Qidong found that this brand of shoes similar to the Babu brand is good both in product design and production quality.

"Is there any room for cooperation?"

Tentative suggestions were made.

Thus, the two sides began to explore cooperation under the middle line.

New authorization mode

"We do not use simple authorization and authorization, as well as the cooperation mode of the company to pay the authorization to headquarters. Instead, we adopt a cooperative mode with sales linked to headquarters and sales volume."

Liu Quan, director of marketing of gill limited, told reporters.

According to the insiders, this is actually a mode of "guarantee bottom + Draw". Under this mode, the authorized party and the authorized party are more likely to form a community of interests.

In the past, the mere charge of authorized fees would easily lead to the shortsightedness of the authorized party and the authorized party: the authorized party often or continuously subdivides the authorized category in order to obtain more authorized fees, which will eventually result in more and more authorized businesses and more intense competition. However, the licensee will retain the brand's investment and promotion when considering that the brand will be recovered at any time, and is not conducive to the brand growth.

"Unlike most brands, we do not sign two or three years, but consider twenty years or even permanent, in order to enable the authorized business to really regard the brand as their own child."

Lin Qidong said.

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In fact, in addition to brand licensing, many enterprises in the shoe and clothing industry have become suppliers of international brands through excellent quality, and even occupy a certain regional market.

According to introducing, when the French crocodile entered the Taiwan market, because the market sales volume is very good, has many Shanzhai versions.

Later, the head of the French crocodile carried a copy of the copycat version and compared it with the certified product, but found that it was not true or false. The quality was the same, but the price was several times worse.

So, the responsible person gave some products of the French crocodile in Taiwan to the manufacturer.

Expected to be bundled

The cooperation mode between gill and Babu has aroused the industry's thinking.

Equally engaged

Mr. Ding told reporters that with the change of consumer awareness, products without brands have been increasingly sold. However, to create a brand, the huge investment in the early stage is obviously not acceptable to every enterprise.

"In this case, if we can get the brand authorization, we can achieve twice the result with half the effort."

In addition to brand borrowing, authorization can also form synergy between licensing providers.

It is understood that the current cartoon brand authorized to do better with Disney, Mitch, pleasant goat and so on, but are faced with a problem, that is, after licensing more, the same category even appeared a number of authorized business, increased the competition between the authorized business.

However, from now on, Babu is making efforts to promote the cooperation of authorized dealers and make diversified terminal stores as a long-term marketing strategy.

The Babu bean company is actively planning to go public, and authorized agents may also be included in the scope of assets of Listed Companies in the future to achieve bundled listing.