"Babbean" alliance is not a dispute of "Wang Laoji"

Recently, Babbean (China) signed a strategic cooperation agreement with Jinjiang Qilte Company. The sign was 20 years ago. Both had previously used the trademark “Babbean” as their key word, and thus they had to fight. Lawsuit.

Last year, also in Quanzhou, Jinjiang Taisheng, who had worked with Bacud Beans (China), had registered with the "Bab Dog" trademark and had a dispute with Babbean (China) and resorted to the law. It seems that the "Babudou" brand shaped by this cute puppy is quite similar to Quanzhou.

Disputes elicited 20 years of cooperation

"Why would you choose to cooperate with Qiert? Are there any disputes between you?"

"This should be the so-called "do not know each other." Lin Qidong, chairman of Babbean (China), said that in Chengdu, they did indeed have similar problems with Shenzhen Babbean (Duobao Sunshine), a subsidiary of the company. Fight lawsuit.

Duobao Sunshine has to come cheaper in terms of product prices. Babudou (China) sent a person to buy it and saw it. It felt very good in terms of quality. Compared with previous partners, Duobao Sunshine’s market share was far ahead. In the second and third-tier cities, they performed well.

It happened that the time limit of the previous partner was full, and Babbean (China) was trying to find the next partner. Judging from the level of company development, Lin Qidong hopes that “Babbean” will follow the premise of adhering to quality and go to the popularization line, which coincides with the strategy of Duobao Sunshine.

After getting involved by a third party, Lin Qidong soon came to Jinjiang to discuss cooperation with Lin Yuqi, the chairman of Qilter. The two hit it off and they established a cooperative relationship in just a few months. The company was responsible for “Babbean”. The two major areas of shoe and clothing cooperation for 20 years.

As one of the earliest international brands to enter the Chinese market, the “Babbean” has attracted a lot of trademark lawsuits. For example, the "Bab Dog" trademark registered by Jinjiang Wan Tai Shing is similar to the "Babbean" trademark and both parties have filed a lawsuit.

"Soon, no more sunshine will be seen in the country, and more than 500 existing stores and counters across the country will be launched with a new image of 'Babbean'." Reluctant to talk about the previous lawsuit, but he always believed that his sunshine was not infringed. "We won the case in the first instance."

The design team of Bab Bean (China) has already settled in Jinjiang. They will help Qiert to consolidate the existing advantages in the field of children's shoes and establish a quality assurance system in the new field of children's wear so as to make each product comply with the "Babbean". The request.

“After the price has dropped, do you not worry about lowering the brand positioning of 'Babbean'?” In response to this question, Lin Qidong said that in the first-tier cities, they will still insist on higher-end high-end strategies, while the second and third lines Cities are the key directions for their future development.

"When I first came back to China, the competition in the children's wear and children's wear field was far less intense now. 'Babbean' soon gained a foothold in the first-tier cities. Nowadays, in the face of increasing competition, 'Babbean' 'Must be transformed and upgraded.' Lin Qidong said that on the channel, they used to go to first-line shopping malls, involving 200-300 top shopping malls across the country, and employing more than 50% of headquarters' direct-entry models.

Now, the “Babbean” brand will gradually realize the transformation of channels, taking street-side stores, supermarket counters, etc. to achieve full coverage of the country’s primary, secondary and tertiary markets. "Like many famous brands, 'Babbean' will use different pricing and style strategies for different groups of people."

Special multinational cartoon brand road

Attentive consumers may find that the current "Babbean" is always followed by (China). Yes, this cute puppy shape from Japan is now considered a domestic brand.

Bab bean originated in Japan. 18 years ago, Lin Qidong brought it to mainland China. Although it did not rely on animated stories like other cartoon images, “Babbean” sold in China with its lovely image. rising.

“I always feel like I owe children a story.” A few years ago, Lin Qidong had the idea of ​​shooting the “Babbean” animation. However, if he wanted to make an animation, he had to obtain the ownership of the trademark, so he set out for Japan. The other party talked about buying out the "Babbean" issue. After many consultations, the Japanese side finally agreed to retain only the right to operate in Japan and South Korea. In 2003, Babdou (China) was named "Shanghai Famous Trademark". This also means that it has become an out-and-out domestic and national brand.

“The animation of Babudou's 104 episodes is already under intense shooting and will soon be able to meet with the children.” Liu Quan, marketing director of Qiert, disclosed that apart from handing over the brand of shoes to Qirt, Bab Bean (China) has also granted trademark authorization in the fields of early childhood education and toys. Currently, there are about 10 collaborators.

One party adheres to brand counters in the first-tier cities, attracts attention through creating animation works, and the other develops markets through trademark licensing in different fields. Previously, the relevant person in charge of Babbean (China) had disclosed that it would adopt a method of authorizing trademarks in an all-out way and will not rule out entering the capital market in the future.

"After walking through a special multinational cartoon brand road, 'Babbean' has a high standing position. We are confident that we can compete with national brands such as Mickey, Doraemon and other multinational brands." According to related sources, in the previous year When ranking the corporate social responsibility of the children's wear and children's footwear market, the number one ranking was Li Yingfang, followed by the second ranked "Babbean", followed by Disney and Mickey.

Lin Qidong could not help even revealing that he would like to create a paradise like Disney in the future, but all this must rely on the joint efforts of trusted trademark authorized partners, hoping that in a few years, the dream of becoming an international stage will be achieve.

Industry thinks of "Wang Laoji" dispute

Although both parties of the cooperation have great confidence in the future, people in the industry think of the “Wang Lao Ji” trademark dispute from their cooperation.

The formerly pro-Gazprom Group and the Hong Kong Hong Dao Group were vying with each other for the “Wang Lao Ji” trademark. In addition, many Jinjiang Foods chose to stop cooperation after the “Pleasant Goat” trademark use contract expired.

Taking this into account, many people in the industry agree that taking chicken eggs is not as safe as raising chickens and eggs.

In this regard, Lin Yuqi also said that it is impossible to not consider the issue of future cooperation after the expiry of the issue, but because of this, they will be willing to sign a 20-year long-term cooperation program. Lin Qidong also repeatedly mentioned that he hoped that Jinjiang enterprises could use the Bab bean as their own puppy to support the long-term cooperation between the two parties.

"To be honest, I believe that in a few years, Qirt and 'Babbean' will become a real family." Lin Yuqi said.

According to reports, Qirt and Babdou (China) Shanghai headquarters reached a strategic alliance for shoes and apparel for 20 years. Instead of adopting a simple mode of authorization and authorization, the company paid a licensing fee to the headquarters. Instead, it used "and sales. Hooks, headquartered on sales, "cooperation model."

In another development, Qilter's company is not only a brand of “Babbean”, after they launched their own brand of small president by using spokespersons to shoot micro-movies, which can be described as the “two legs” of authorized brands and independent brands.

As a child food or shoe and clothing company, it is not only costly to build a well-known cartoon person, but also the possibility of becoming famous. Therefore, leveraging the trademark authorization has become a method that many companies are keen to use, but the resulting The problem cannot be avoided.

Two years ago, in order to enhance the added value of seaweed, Aibo launched a ready-to-eat seaweed for children. However, at the time, Ai Bo's leading product was the family of women. There was a big gap between the two.

In order to attract children's consumers, general manager Li Ningbo bought a cartoon image of “Pleasant Goat and Big Big Wolf”, which was quite fierce at the time, to open up the children’s market. Qiao Mu, Wang Jiuwang, Good Neighbors and other Jinjiang food companies also spent the second half of 2009 and early 2010 in succession and invited Pleasant Goats as cartoon spokespersons.

The above companies have achieved good results. However, due to the overuse of the “Pleasant Goat and Big Big Wolf” image resources, after the recent authorization expires, Jinjiang food companies have ceased to cooperate. A-Bo company head Ningbo Li Ningbo decided to abandon "Pleasant Goat" and launch its own brand "many". Although this replacement will inevitably cause some impact on the market, he decided to take this move.

"Licensing can quickly develop markets with the help of each other's brand awareness. However, once the cooperation expires, the brand will still be someone else regardless of the success of the brand operation. If they want to continue cooperation, they will often be controlled by others." Insiders believe that companies sign cooperation with the brand At this time, we must fully assess the risks. The cooperation model of Qiert Company should be regarded as a method worth learning from. The two parties are tied together and lengthen the cooperation period, and do not give up their own brand operations.