Author | Cao Mengqi Zhou Jingyi Hou Lu Wu Wenwen
Editor | Wu Wenwen
On November 9, the news that "Xiao Bawang was filed for bankruptcy" rushed into hot searches, opening the box of memories of the generations born in the 1980s. As soon as the
news was released, it immediately touched the nostalgia of netizens. The saying "Little Overlord, has fun" that was heard in the streets, the slightly bulky Little Overlord game console, which carried the collective of generations. memory.
On November 8th, some media found that the information on the company's search app showed that Xiaobawang Cultural Development Co., Ltd. was filed for bankruptcy and reorganization, and the applicant was Yin Xiaoyun. At the same time, the legal representative Feng Baolun has been listed by the court as restricting high consumption personnel.
Xiaobawang Culture has been listed by the court as the person subject to enforcement since March of this year. As of September 9, there were 29 records of persons subject to enforcement. The enforcement courts were all Zhongshan First People’s Court, with a total amount of 18.248 million yuan. .
However, this "Little Overlord" is not the other "Little Overlord". This Xiaobawang culture, which is now filed for bankruptcy, was registered in 2015 and mainly promotes the VR business. It is not a company that once produced Xiaobawang game consoles. The
Xiaobawang brand belongs to Yihua Group and was created by Duan Yongping. Twenty-five years ago, Xiaobawang at its peak had an output value of more than one billion, brand intangible assets was assessed as 500 million, a market share of 80%, and a market share of absolutely No. 1 among similar products.
Today, Yihua Group, the parent company of "Xiaobawang", is still in existence. Although it is lingering, the Xiaobawang brand has not died out. However, the previous generation of "Overlords" has indeed disappeared in the arena, and this seems to imply the end of an era.
Feng Baolun was restricted, and the national game consoles disappeared.
"Exposure age...The game console company I grew up with is bankrupt." Seeing the news, a netizen wrote in the circle of friends. According to
industrial and commercial data, Xiaobawang Cultural Development Co., Ltd., which has just filed for bankruptcy, was established in July 2015 and was originally named Zhongshan Dasheng Cultural Film Co., Ltd.
In 2016, Yihua Group became the second largest shareholder with a shareholding, and the two began to cooperate in operating the Xiaobawang brand. The company was renamed "Xiaobawang Cultural Development Co., Ltd." to promote and promote its listing plan under the label of "Xiaobawang". A VR empire with a market capitalization of 50 billion will be built, and initial share capital will be raised based on this.
, in the name of revitalizing Xiaobawang, has been heavily indebted since its establishment, and has been involved in many lawsuits involving fund-raising fraud by selling original shares. Although this Xiaobawang culture is not the company that produced Xiaobawang game consoles, it does have a relationship with Xiaobawang.
has faded out of the public eye for a long time, the "Little Overlord" is remembered by the public again in this way, which makes many people quite sad.
is busy saving the childhood memories of the "post-80s" who are busy saving the hairline. In addition to the high-tech product that every young man dreams of, the "big brother" that shows his status is also a "must have" "On the list, it occupies the most important position.
The Xiaobawang supported by Duan Yongping once created a good result one by one at the end of the 20th century. In 1994, the output value of Xiaobawang reached 400 million, and its market share became the absolute first of its kind, even In a certain market survey on computer brands, it was even selected by consumers as the computer brand most familiar to Chinese people.
In 1995, the output value of Xiaobawang exceeded one billion, and the brand's intangible assets were evaluated as 500 million, and it deserved the name of "Xiaobawang".
In that era of material scarcity, Xiaobawang constructed fantasy dreams in cassettes for the generations born in the 1980s. Those were their happy times and their unique childhood memories. At that time, whoever had a Little Overlord game machine would become a gathering place for children. The children in a radius of ten miles forged a period of simple and precious friendships because of a small machine.
The Little Overlord Learning Machine, which was once used by many children and stared at the moon, has now dimmed in the long history of history, and has finally become a generation's childhood memory. The rise and decline of
Xiaobawang
Xiaobawang brand originated from a small factory under Yihua Group in Zhongshan City. In 1987, Group General Manager Chen Jianren hired Duan Yongping as the factory director.Duan Yongping took advantage of the game consoles brought by Nintendo at that time to target the domestic electronic game console market and created the "Xiao Bawang" brand.
In 1993, under the advertising endorsement of the martial arts superstar Jackie Chan "Looking for a Child to Become a Dragon", the Xiaobawang learning machine became a household name. Xiaobawang went from a mess with an annual loss of 2 million yuan to a well-known game console brand.
However, at the moment when Xiaobawang was in high light, Duan Yongping retreated in a rush and submitted his resignation to Chen Jianren. The reasons behind
are divergent. The common saying is that Yihua Group continues to take away the profits of Xiaobawang, and Chen Jianren advocates investing money in real estate, group hotels and other projects to meet shareholders' requirements. Duan Yongping believes that this makes Xiaobawang's development lack of stamina.
The shareholding system reform concept he put forward is to improve the research and development of technical personnel through the bonus system. He believes that there must be a more advanced incentive mechanism, otherwise the driving force for development will be lost. The top executives of Yihua Group, which puts profit first, rejected Duan Yongping's proposal. The disagreement of
made the cracks within Xiaobawang continue to expand, and the different development concepts quietly laid the groundwork for the end of the company. In August 1995, Duan Yongping left with the backbone, Xiaobawang quickly lost blood and was greatly injured.
Two years later, 24 dealers left Xiaobawang one after another and switched to Duan Yongping's new company BBK. OPPO founder Chen Mingyong, vivo founder Shen Wei, and Gionee chairman Liu Lirong all worked in Xiaobawang.
In 2000, the game console market was rapidly tightened under strict supervision, followed by the impact of personal computers, and the sales of Xiaobawang plummeted.
Beginning in the second half of 2004, Xiaobawang was forced by the status quo to seek diversified transformation in order to survive. Xiaobawang expanded the industry line to include kitchen and bathroom appliances, VR video and audio, children’s educational toys and even mobile phones, etc., no longer only involved Game machine, learning machine business. For a long time after
, Yihua Group licensed the Xiaobawang brand to some small factories for production. They themselves were only brand owners and operators, but they no longer produced Xiaobawang game consoles.
"I Chen Jianren smashed the pot and sold iron, and I will also collect these funds to support this project. I want to let Xiaobawang recast its brilliance." In 2016, Chen Jianren, the helm of Xiaobawang and chairman of Yihua Group, said these words firmly and A film and television company co-founded Xiaobawang Culture and returned to the game business.
Xiaobawang invested 400 million to commission a game chip manufacturer AMD to customize a game console chip for it. On August 3, 2018, at the Cassidy Z+ game console press conference, Chen Jianren ambitiously shouted the slogans of "the market value of over 50 billion in the future" and "listing". After the
press conference, the sales market hadn't expected the appearance of this game console yet, but the Cassidy Shanghai team was caught in a salary arrears storm and then went bankrupt. The declaration of a comeback has also become an empty check that cannot be cashed. Since the establishment of
in 2015, Xiaobawang Culture has undergone three rounds of chairman changes. Frequent personnel changes and the inevitable trend of the general situation have passed, all show that the little overlord is already at the end of the force, and can no longer create the former "little overlord".
has been standing still for nearly 20 years. With heavy players such as Sony PS4, Nintendo Switch, Microsoft Xbox, etc., the funding chain has broken, and the funder Yihua Department Store has also fallen into a business crisis in recent years. The perennial brand authorization has seriously damaged the image of Xiaobawang, and the confusion of product quality control has led to a decline in market competitiveness. Many reasons have led to the bankruptcy of the former "Xiaobawang", but the memories of a generation have been preserved.
The imprint of the era created by Duan Yongping
If for the 80s generation, Xiaobawang game console is a child's childhood memory; for Duan Yongping, who created the Xiaobawang game console, Xiaobawang is his most exciting entrepreneurial history as a man.
In the early stage of reform and opening up, influenced by the boom of "Peacocks Flying Southeast", Duan Yongping, who has a master's degree, went south and came to Nihua Electronics Factory and became the factory manager within a year. When
took over, to Duan Yongping, a newborn calf who was not afraid of tigers, this small factory with an annual loss of 2 million was really a "hot potato", enough to make people feel bad. Facing the first difficulty in his career, Duan Yongping saw a turning point from the Japanese Nintendo on the other side of the ocean.
In 1983, the Japanese game console company Nintendo launchedThe "white machine" Family Computer (FC) is popular in Japan and the United States. At that time, ordinary Chinese families with an average monthly income of only tens of yuan were blocked by the high price of the "red and white machine".
was still weak in copyright awareness. At the end of the 1980s, "red and white machines" began to flow into China in the form of parallel imports, opening the door to a new world of Chinese games, and the domestic game console market was suddenly opened. Z2z
Hundreds of game console manufacturers emerged in response to the situation, Duan Yongping Smelling the business opportunity, I decided to take the factory into the game console battlefield.
In 1991, the output value of the Nihwa Electronics Factory, which once lost 2 million yuan a year, reached 100 million yuan. In the same year, the factory was officially renamed Zhongshan Xiaobawang Electronics Industry Company. Among the many game console players, Duan Yongping and his Xiaobawang took the lead.
In 1993, Duan Yongping launched the Xiaobawang computer learning machine non-stop. This learning machine uses a home TV as a display screen, a computer keyboard, and a computer. Learning cards, and game consoles and other functions.
Because computers were so expensive at the time, ordinary people had almost no opportunity to learn computers. The Xiaobawang learning machine provided an alternative to ordinary people in a curve to save the country.
In order to better promote Xiaobawang Computer learning machine, Duan Yongping played combo boxing. He made "You shoot one, I shoot one, Xiaobawang has a learning machine... You shoot four, I shoot four, you can type in three days" and Jackie Chan's "Same "It’s the parents’ hearts in the world, hope your child will become a dragon, Xiaobawang" advertisement was broadcast on CCTV prime time, making the Xiaobawang learning machine popular all over the country. The viral advertising of
combined with popular products, this marketing method makes Xiaobawang become A sign of an era. During his tenure as the general manager of Xiaobawang, Duan Yongping brought a total of more than 1.5 billion yuan in sales to the Yihua Group of Chen Jianren, the head behind Xiaobawang. From a factory manager who was in danger to the best The general manager of the company to create business value, Duan Yongping has completed the perfect transformation of his career. After
left Xiaobawang, Duan Yongping quickly started another legendary business. Backgammon includes learning machines, music phones, DVDs and other young and old All-you-can-eat series of products, to OPPO and vivo, which are now the most popular. After
80, Duan Yongping "entangled" them for a lifetime. From game consoles to learning machines, from DVDs to smartphones... can live in a group of people for a lifetime.
"So easy mom no longer has to worry about my studies! The brainwashing advertising slogan, Hallyu star Song Hye Kyo's "Da La Da La..." brainwashed music mobile phone advertisement, has left a deep mark on the public's mind.
Although the bully has fallen, Duan Yongping immigrated to the United States, The company was handed over to subordinates, and he basically only asked about domestic companies, leaving behind the legend that "Brother is no longer in the arena, but there is still a brother." Duan Yongping's entrepreneurial road is still going forward. He is here. The seeds planted on the road also took root one by one. The soldiers brought out by him were all brave and good at fighting, and achieved outstanding results. Chen Mingyong of OPPO, Shen Wei of VIVO, Jin Zhijiang of Backgammon, and Liu Lirong of Jinli all used to be Duan Yongping was a general in the time of Xiaobawang.
was established in 1987 and ended in 2020. After 33 years of history, Xiaobawang eventually perished due to market screening and poor management, while Duan Yongping relied on his wisdom and insights. Left behind his own legend of the rivers and lakes.
