The Operation Mode Of "Full Category Brand Monopoly Chain" Of Rogue Rabbit Has Attracted Attention In The Industry

On November 3, 211 companies were signed in three days Franchise stores ! Recently, the famous international cartoon from South Korea brand MASHIMARO (commonly known as rogue 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 restructuring of the Korean Mashimaro brand by the international Chinese enterprise Bao caused a shock in the industry. buy The subsequent adjustment and market performance have become a topic of general concern for industry insiders and major domestic financial media.

In the middle of October, MASHIMARO brand held the first investment promotion conference after restructuring in Yihe Villa, Guangzhou. More than 200 industry insiders and distributors attended the conference, and 211 stores were directly signed and opened at the conference site. This speed is equivalent to the development speed of outlets of many enterprises in the industry in one to two years.

The "lightning speed" created by MASHIMARO reflects the current children's products industry's desire for innovative profit models. The current children's products industry in China is dominated by single product monopoly. Children's clothing, children's shoes, and all kinds of products are independent. The products are single, the profitability is not strong, and the development space is limited.

The industry channels have long recognized the advantages of multi category combination monopoly, but except for some retailers who organize goods by themselves through wholesale, there are few brands in the whole industry that are truly integrated and operated. This phenomenon has a lot to do with the business model of upstream brand operators: from the perspective of international cartoon brands that dominate the market, they are all operated by authorization. A brand often authorizes dozens or even hundreds of enterprises to operate in a decentralized manner, which can not form an integrated operation; Although some local self created brands are not restricted by brand authorization, due to low brand awareness and added value, expanding commodity categories through OEM and ODM requires high capital strength, and it is difficult to form a comprehensive integration.

According to the data of MASHIMARO's operator, BAOPAI Children's Clothing (China) Co., Ltd., after the acquisition of MASHIMARO brand, BAOPAI has implemented the integration of the whole industry chain at the levels of research and development, design, production, and channels. This is the first real "all category brand monopoly chain" in the industry, which has three major characteristics in the business model:

　　 First, the existing types of goods have exceeded the industry standard. The various commodities released at this meeting alone cover children's clothing, children's shoes, stationery, toys, bags, peripheral daily necessities, etc., with more than 1000 kinds of single products. On the one hand, it provides convenience for franchisees to purchase a variety of commodities in a one-stop manner, greatly saving franchisees' energy and procurement costs, and on the other hand, it provides convenience for consumers to shop in a one-stop manner, Help franchise stores to significantly increase their turnover and operating profit.

　　 Second, the innovative integration mechanism ensures the continuous leadership in category expansion and provides chain stores with sustainable growth points. The traditional way for children's products enterprises to expand their categories is to invest by themselves and entrust factories with OEM, which not only has a long cycle and high cost, but also has insufficient experience accumulation and control ability when operating new products in cross fields. It is difficult to form excellent commodity power within a few years. In addition to investing in the R&D and production of children's clothing and shoes, Baopai has also taken advantage of the influence of MASHIMARO's brand to vigorously develop first-class operating enterprises of all kinds of goods as brand partners, and directly integrate the overall resources of cooperative enterprises in development, design, production, etc., with fast integration speed and low cost, The products launched are also more competitive. MASHIMARO's full category franchise chain plan maintains the expansion rate of more than 5 new categories every year to ensure the continuous growth of franchisees' profits.

　　 Third, provide more powerful backing for channel management through integration. Faced with the development needs of MASHIMARO chain, Baopai also integrated external cooperative enterprises to form the "MASHIMARO brand management alliance" to jointly provide business support for franchisees. At present, the Alliance has more than 10 member enterprises. For the MASHIMARO full category monopoly chain, it has implemented market promotion actions such as customized products, joint promotion, joint promotion, joint training, and has also formed a new mechanism that surpasses the existing level of the industry in terms of channel support services.