Can The Babu Bean, A Brand History Of Over 30 Years, Seize The New Opportunities For Upgrading Its Consumption?

BOBDOG is a classic cartoon brand with 31 years of brand history. Babu bean takes the children's fashion movement as its brand positioning, and creates diversified products to meet children's daily sports protection and fashion wear, covering all categories and whole age segments. Now it covers children's wear, children's shoes, washing, toys and so on.

The core of the success of IP commercialization is to create differentiated brand positioning, give every brand precise market share, seize a broader market share, and break out more brand value.

But in the process of development, there are many challenges at the same time.

BOBDOG is the cartoon brand modeling created by SUNWORD in 1987. It is widely accepted by consumers and is becoming a new hot topic in the market.

Over the years, a number of authorized manufacturers in Japan have commercialized LITTLEBOBDOG, including MITSUBISHI stationery, Shizuoka bank and Musashi bank's credit card, candy series of the company, and CASIO's watch.

And so on, the product covers almost all the children's daily necessities.

The development of halo cloth beans

In 1994, red forest invited the authorized manufacturers of BOBDOG to jointly fund the establishment of Shanghai Babu children's products Co., Ltd., and set up the first Babu bean counter in Shanghai, and won the "Shanghai famous trademark" and "the most popular cartoon brand".

And in Shanghai, Beijing, Tianjin department stores set up children's clothing based BOBDOG counters.

At the same time, through the agents of Zhejiang, Jiangsu, Chongqing, Wuhan, Fujian, Guangdong, Shenzhen and other provinces, LITTLEBOBDOG has been extended to all parts of China.

In 2009, Babu (China) children's products Co., Ltd. owned Babu bean's global copyright and trademark, which was equivalent to buyout the intellectual property rights of Babu bean, and the sales network was spread all over the country.

Caught in a vicious circle of achievements and losses in successive years

Babu bean is a cartoon brand created by Lin Qidong in 1994. It started with the first children's wear counter in Shanghai in 1994, and has more than 2000 outlets, such as direct stores and franchises in 2011.

However, since 2011, Babu has fallen into a vicious circle of continuous performance.

Its publicly reported results show that in 2011, the total business revenue of the company was 207 million yuan, 188 million yuan in 2012, 172 million yuan in 2013, and only 83 million yuan in 2014. According to the October 2015 audit report, as at mid 2014, the company had lost about 11600000 yuan and the loss was about 39000000 yuan.

In this regard, BOBDOG HOLDINGCOMPANY pointed out in the publicity of "management changes in Babu group": as a result of the abuse of power, malpractice and improper means of stealing corporate finance by some senior managers in Babu group, the performance of Babu group declined in recent years, and accumulated bad debts increased.

In recent years, BOBDOG HOLDINGCOMPANY has issued instructions for many times to require senior management to rectify its ethos, strengthen its operation system and strengthen its internal management, but has been obstructed by some senior managers.

Based on the current situation of loss, personnel adjustment, founder is exempt.

In 2016, BOBDOG HOLDINGCOMPANY, a parent company of Babu bean, issued a resolution on interim shareholders, saying that it will release all senior managerial posts of Lin Qidong, Shi Heng song and Chen Guixin in the company and Babu company.

Before being removed from office, Lin Qidong was a multi tasked member of the Babu bean company and served as chairman of the board of directors of BOBDOG HOLDING COMPANY.

BOBDOG HOLDINGCOMPANY's shareholders holding a controlling position finally decided to make changes in their duties to some senior managers in Babu group.

Lin Qidong was relieved of all his senior managerial positions in BOBDOG HOLDINGCOMPANY and Babu.

In 2017, BOBDOG ushers in a new leader, Mr. Lin Qidong, founder of the BOBDOG, was handed over to Mr. Wang Shiquan, the new leader.

Transformation of consumer market, pformation of light asset company

In the face of the great changes in the consumer market, BOBDOG has pformed into a light asset company. It has authorized many kinds of products to high quality manufacturers. BOBDOG is the brand side dedicated to helping authorized manufacturers to establish sales channels, brand building, online promotion and so on.

In 2017, we also added some industrial categories such as children's sliding cars, toiletries, early education, sleep products, raincoats and rain boots. From traditional stores, shopping scenes to online and offline O2O mode, we gradually improved the shopping experience of consumers and enriched the shopping scenes of consumers.

Accompanied by 80, 90, 00 after the Chinese baby, after thirty years of growth, BOBDOG has long been deeply integrated into our childhood memories.

Babu bean grows along with our growth. In 2018, Babu bean baby and baby care products were unveiled. This achievement refreshed Babu's mother and infant service category.

Nowadays, Babu brand is not only positioned in the field of children's shoes and children's clothing, but also develops towards diversification.

From the perspective of the development of baby industry, brand diversification is one of the most effective ways for future enterprises to develop, and it is also the most effective way to occupy professional advantage in brand competition.

However, there are many areas of child industry segmentation and scattered industry pattern. This means that in every subdivision area where the scale is not too large, enterprises are faced with the situation of "group beating", which has a huge challenge to the resources matching ability and operation ability of enterprises.

At the same time, in the diversification of expansion, the penetration of brand culture is also an important factor to test the diversification of enterprises. If we want to strangle across the various infant industries, we need to have a powerful medium to penetrate the brand culture into the heart of the children's consumer groups and the decision-making group.

To combine them is a great challenge to the development of Babu beans.