Recently, the news that Xiaotiancai tablet was summoned by multiple departments for its rectification was on the hot search. Once the report was released, it aroused doubts from consumers, bringing the long-lost BBK back to people's sight.

Recently, the news that Little Genius Tablet was summoned by multiple departments for its rectification for pornography and violence has become a hot search. Once the report was released, it aroused doubts from consumers. brought the long-lost BBK back to people's sight again.

It is reported that after buying the Little Genius T1 children's tablet for their children, some consumers accidentally discovered that there were a large number of pornographic and violent comic apps and games in the Little Genius app store. One of the apps called "Doukan Free Comics" has even appeared language and pictures about sexual hints, which is unspeakable. It is completely different from the product image of "a healthy and pure tablet that is truly suitable for children" promoted by Little Genius. The so-called "remote control of parents" has become the ears of deaf people - a decoration.

In fact, as early as 2020, the Bubugao tutoring machine, which is the same as Xiaotiancai, was exposed that an app called "Little Belly" in its app store contains a large amount of pornographic content, and the scale is comparable to that of a pornographic website. Bubugao said that it may be a negligence in censorship, and quickly blocked it and removed it permanently. But the successive negative reports have revealed to the world the problems hidden behind the BBK brand and the huge concerns in its future development path.

First-born

"Where can't be clicked, mom won't worry about my study anymore, So easy", A ad slogans mentioned by a cute little girl in a young child's language have made BBK reader popular all over the country and become a household name in the country. The little genius is a brand under BBK. When it comes to the BBK brand, we have to talk about its founder - "China Buffett" Duo Yongping .

In 1988, Duan Yongping graduated from university and later went to a small factory under Yihua Group that was about to go bankrupt. At that time, the young Duan Yongping saw the huge business opportunities brought by the fourth computer revolution with a vision and decided to invest in the electronic computer industry. So he changed the factory name to a name that can be "fallen into history" - Xiaobawang Electronics Industry Company. In 1991, FamilyComputer, a modeled after Nintendo , launched the first " Xiaobawang " game console. However, at that time, even a Little Bastard was between 200 and 300 yuan, while the average monthly salary of Guangzhou employees in 1991 was only 335 yuan. It can be seen that its price is not expensive for ordinary families, but more importantly, its main entertainment function is not very attractive to parents who shoulder the main purchasing power, while children as key customers are "powerful but unintentional".

In order to successfully promote it nationwide, Duan Yongping changed it to the first generation of Xiaobawang computer learning machine. In the same year, Duan Yongping spent 400,000 yuan to play the advertisement of "Little Bawang Clap Song" in CCTV's prime time. The next year, he invited Jackie Chan to shoot the "Looking for the Boys and the Boys and the Boys and the Boys in . The advertising slogans "Looking for the Boys and the Boys and the Boys" in became popular all over the country for a time and became a household name. The brainwashing advertising marketing methods of are also deeply rooted in the development history of Duan series products and will flourish in the future.

By 1994, Xiaobawang's output value reached 400 million yuan, accounting for more than 80% of the domestic market share. The situation was very good for a while, but Duan Yongping quietly left Xiaobawang at the peak of his career due to the disagreement of the leadership's future plans. Among the six people he took away were oppo and vivo's founders Chen Mingyong and Shen Wei .

aims at Sifang

1995, Duan Yongping founded Guangdong Bubugao Electronics Industry Co., Ltd. in a river separated by a river. Out of a gentleman agreement, he began a year of dormant. During this period, original teams from Xiaobawang came to join in. A year later, BBK student computers were officially launched. However, things did not always go smoothly. Bubugao, which had just started, suffered hardships due to investment failure and broke contracts with customers. Even in this case, Bubugao still insisted on putting advertising for the first time in CCTV's prime time in November of the same year. shows that Duan Yongping had a unique vision in advertising and marketing, laying the first cornerstone for future BBK product re-promotion.

In the following years, Bubugao has successively launched cordless phones, repeaters and other products. At the same time, Duan Yongping once again used the "Duan's magical skills". In August 1997, Bubugao invited internationally famous movie star Jet Li to shoot the Bbugao VCD movie disc machine advertisement. In November 1997, Bubugao won the first place in the secret bid for CCTV Primetime advertising bid in 1998. In July 1999, the famous singer Zhang Huimei was invited to shoot advertisements for the Bbugao language repeaters. Among them, " Bbugao repeaters , it is easier to learn foreign languages" became popular all over the country again and became the childhood memory of a generation.

In 1999, the "little genius" at that time was an FC-compatible machine brand founded by a Taiwan region called Jingji Co., Ltd. (TXCh), and its products were sold well in all regions around the world. After Duan Yongping learned about the trademark, he believed that it was "unambiguous, easy to spread, simple and balanced strokes" and had high commercial value. He bid 3 million to acquire the little genius from him, but was rejected. However, he was not discouraged, but waited for a suitable opportunity to attack again.

In 2001, Bubugao reached the top in the industry in all three main industries, but at this time Duan Yongping made an unexpected decision to split Bubugao into three different development directions: digital audio-visual products, communication equipment, and educational electronic products. These three companies are the predecessors of Oppo, Vivo and Bubugao. Duan Yongping himself chose to live in seclusion behind the scenes and moved to the United States, with disciples Jin Zhijiang, Chen Mingyong and Shen Wei taking over.

The financial crisis broke out in 2008. At this time, Jingji no longer had the arrogance he had at that time and had to take the initiative to sell the Little Genius trademark. So Bubugao once again bought the Little Genius through the third direction of Jingji. This time, Jingji decided to only offer a price of 300,000 yuan, but in the end Duan Yongping still decided to pay 3 million yuan to buy the Little Genius and merge it into Bubugao. This decision completely changed the fate of Little Genius and gave it a new vitality in the near future.

In 2015, with its unique strategic vision, Bubugao moved its focus to the children's phone watch market, which was still a blue ocean at that time, and launched the first Xiaotiancai phone watch Y01 classic version. However, groundbreaking products alone are of course far from enough. In order to let more people understand this product, Bubugao once again started "ancestorical" advertising marketing, and a large amount of funds began to be invested in TV advertising. relies on the popularity of the national variety show "Where Are We Going, Dad" at that time, and a sentence "No matter where you are, a phone call will be found immediately." The advertisement of is popular all over the country and is well known to everyone. At the same time, the real-time location, two-way call, and no entertainment function of Xiaotiancai watches also meet the urgent needs of Chinese parents for children to be abducted, telephone warning, timely communication, and disgusted games.

and among children Little Genius Telephone Watch has also become a new trend. Having a Little Genius Telephone Watch has begun to become a pass for children's internal social circles. Friends can be added by "touching" and in addition, you can earn points within the app to redeem various theme icons, micro chat bubbles, and dynamic dresses, which is similar to the QQ space of the "Sharmat era". With the blessing of double buffs from parents and children, Xiaotiancai phone watches became a phenomenal product in China, with a year of shipments of up to 1.076 million units.

As of December 2020, the sales of Xiaotiancai phone watches have exceeded 20 million units. In the third quarter of 2020, with a single children's phone watch category, it won the fourth place in the shipment volume of Chinese wearable device manufacturers and the first place in the children's phone watch segment category, and its products are well-selling nationwide. In 2021, according to the latest research report released by Strategy Analytics, imoo (i.e., Xiaotiancai Phone Watch) ranks fourth with a global market share of 5%, with annual shipments of 6.37 million yuan, a year-on-year increase of 13.97%. Through years of accumulation, Xiaotiancai has cultivated a huge user base and has become a veritable industry leader.

Good fortune and misfortune

Behind the success of the little genius is not without crises and challenges. First of all, according to the price query on the Taobao Xiaotiancai flagship store, the prices of Xiaotiancai children's phone watches and tablets range from 400 yuan to 4,000 yuan. Compared with other brands, Xiaotiancai does not have a price advantage. At the same time, Xiaotiancai has created a closed-loop social circle internally. Obviously, I want to imitate , Apple to create a long-term high-end user route, but the core of the problem is that the little genius children's phone watches and tablets are not technically different from other manufacturers. If you look up online, you can get a large amount of content about cracking phone watches. After a few simple steps, you can get an unrestricted phone watch and download various content at will, which may include a large number of pornographic and violent games and comics.

Secondly, the advertising of Xiao Genius is inconsistent with the actual effect. For example, the mentioned in its official website, "Download control, turn off applications that are not related to learning, and prevent children from indulging in games", "Exclusive learning system, intervene in professional security capabilities SDK, and create a safer use environment for children", and other functions should be its biggest highlight, or it can be said to be its biggest selling point and gimmick, but a news that "Little Genius tablet was accused of pornography and violence" easily broke its time-consuming filter, and it should only be its only In the application market of learning apps, there are not only games, but also pornography and violence, which is incredible. Does this mean that its review mechanism is seriously unqualified, and it does not do anything, and only sells it regardless of after-sales. In the review mechanism, it simply uses the system to screen sensitive words instead of manual review to ensure that the apps in the application market meet the standards. Therefore, the funds of Xiao Genius should not only be used for product advertising, but should also strengthen product research and development, improve the review mechanism, and steadily improve product quality, so that the flowers of ideals can be put into the ground and truly bloom.

Finally, according to the data of the "2022-2028 China Smart Watch Industry Market Special Survey and Investment Prospects Analysis Report" released by Zhiyan Consulting, the top six brands in the global smart watch shipments in 2021 are Apple, Samsung , Huawei , iMOO, Amazfit, and Garmin. The smart watch market has become a red ocean of fierce competition. The fourth-ranked Little Genius has no advantages compared to the previous giants. The old saying goes, "If you don't advance, you will retreat." If the Little Genius does not carefully manage his moat, other brands will sooner or later complete a counterattack on their industry status. (Text/Zhidun Zhichao)