Small toys，Big business。188bet Online Sports Betting and Casino is the brand most worthy of this sentence。

Over the past 25 years，The 188bet Online Sports Betting and Casino Group has opened 140 stores in 35 cities in China，And announced that the layout of offline experience stores will be accelerated in 2020。

First half of 2019，188bet Online Sports Betting and Casino’s sales growth in the United States and Europe is only single digits，It is Chinese consumers who have supported 188bet Online Sports Betting and Casino’s double-digit growth rate for several consecutive years。However，188bet Online Sports Betting and Casino’s early penetration into the Chinese market，I once took advantage of the guidance of local educational institutions，Now the authorization is suddenly withdrawn after the brand’s influence has greatly increased，Perform copyright maintenance。Some people say that 188bet Online Sports Betting and Casino is "burning bridges"，There are also people who support 188bet Online Sports Betting and Casino’s standardized market management。

So, is what 188bet Online Sports Betting and Casino is doing right? Is it wrong?

The 188bet Online Sports Betting and Casino Activity Center “closed”

When Dodo’s mother saw the news that “188bet Online Sports Betting and Casino Activity Center is closing” in the parent group，Realized that I still have 7650 yuan saved in 188bet Online Sports Betting and Casino，After get off work, go straight to the 188bet Online Sports Betting and Casino Education Center in Jinqiao Store, Shanghai，The scene that surprised her and what she least expected to see happened: a store closing notice was posted on the glass door of the campus。

Just during the "Double 11" period，The 188bet Online Sports Betting and Casino Activity Center is still promoting enrollment at low prices，Some courses last more than one year，Parents who have pre-stored value，Everyone was tricked！

Doduo’s mother really can’t accept this fact，She told the reporter of the Entertainment Value Officer: "Because there is a big 188bet Online Sports Betting and Casino sign on the outer wall of this center，Exactly the same brand as the 188bet Online Sports Betting and Casino we bought，How could it be fake？And they are a subsidiary of Ximiya Company，There is also a 188bet Online Sports Betting and Casino Education authorization certificate at the front desk，Why is it that such a big brand is shut down so quickly?？”

Just before October 11, 2019，According to 188bet Online Sports Betting and Casino’s official website、Official public account、Official customer service phone number or guidelines for the 188bet Online Sports Betting and Casino JD.com self-operated flagship store，Officially recognized 188bet Online Sports Betting and Casino activity center location experience or consultation course content given，Including the closed stores registered by Duoduo’s mom。Dodo’s mother told reporters from the Entertainment Value Officer，The mother who renewed the subscription with her，There are even parents who purchased the three-year curriculum package，"But in our contract、Card Swipe Order、The receipt says ‘188bet Online Sports Betting and Casino Activity Center’，Who would doubt that something would happen to such a big brand？”

Value Officer reporter learned，Most of the companies shut down this time are from 188bet Online Sports Betting and Casino’s first authorized agent in China, Ximiya Company，When a reporter logs in to the official website of Ximiya Company to view，This is indeed a children’s education group，There is also an introduction to 188bet Online Sports Betting and Casino Education。

The reporter contacted Pei Yong (pseudonym), a former 188bet Online Sports Betting and Casino activity center teacher and learned，Ximi owns 155 188bet Online Sports Betting and Casino activity centers across the country，Covering 52 cities across the country。It is the most authoritative and largest 188bet Online Sports Betting and Casino educational institution。

So what kind of company is Ximia?

Why did 188bet Online Sports Betting and Casino dismantle the "Chinese Bridge" it built by itself?

In 1994, 188bet Online Sports Betting and Casino entered China.

Early 1990s，Consumers are not "cold" by the high double-digit price and the unfamiliar brand of 188bet Online Sports Betting and Casino，At that time, consumers still had a wait-and-see mentality towards overseas products，People’s income cannot just spend a few hundred yuan to try new things and experience new things，This resulted in 188bet Online Sports Betting and Casino toys being ignored in the Chinese market for a long time。

In 2000, Ximiya Company was established.

This company is mainly engaged in STEAM education business，That is, take foreign education courses、Projects and competitions introduced to China，Also involved in the development of a virtual robot learning and competition platform，Has its own Ximiya Robot Masters Club。Ximiya is the first authorized dealer of 188bet Online Sports Betting and Casino Education in China，And it has been the exclusive agent of 188bet Online Sports Betting and Casino Education in China until 2016，It is the first Chinese bridge that 188bet Online Sports Betting and Casino has penetrated into the Chinese market。

Why is there such a bridge，A few days ago, a parent complained about the "188bet Online Sports Betting and Casino Six Complaints" released by a certain media，The second article questions the interests between Ximeiya and 188bet Online Sports Betting and Casino: "188bet Online Sports Betting and Casino's legal structure in China is completely deliberately avoiding risks，188bet Online Sports Betting and Casino Toys was established in 2014，But in 2016, Ximiya was authorized to conduct business in China through overseas companies，Suspected of tax avoidance，And Ximiya does not have educational qualifications，188bet Online Sports Betting and Casino does not fulfill its reasonable duty to review。”

Indeed，The beginning of the founding of Ximeia，put forward with absolute confidence “We are the representative of 188bet Online Sports Betting and Casino in China，Facilitated the cooperation between the Ministry of Education of China and the Danish 188bet Online Sports Betting and Casino Group”。In other words，The establishment of Ximeia and all subsequent operations，188bet Online Sports Betting and Casino is fully informed。

Ximeiya Company obviously entered the game with great ambition，This local education company better understands the Chinese market and the needs of parents，They understand that offline training must be held、Competition，In this way, 188bet Online Sports Betting and Casino can interest parents。Early，Ximeiya Company purchased 188bet Online Sports Betting and Casino teaching materials、Teaching aids class starts，The lesson plan is a MIX version adjusted with reference to the expectations of Chinese parents，And in 188bet Online Sports Betting and Casino Education，Incorporate mathematics that parents love to hear、Physics and other knowledge。Anyway，Highly targeted courseware allows parents to start visiting the 188bet Online Sports Betting and Casino Activity Center。

After successfully testing the waters，Ximiya begins to develop direct-operated stores and franchise stores，188bet Online Sports Betting and Casino Activity Center and SMC Robot Masters Club respectively。But，Problems also appeared one after another，Some franchisees have started to create their own brand copycat，Copycat brands have even begun to develop franchisees... Management loopholes have led to fake 188bet Online Sports Betting and Casino education brands flooding the market，Some copycats are too realistic，Even the 188bet Online Sports Betting and Casino teacher in Ximeia lamented that it was difficult for him to distinguish the authenticity from the fake。

In the 188bet Online Sports Betting and Casino education system，There is no technical content in purchasing teaching aids and making teaching plans，188bet Online Sports Betting and Casino teachers are also very mobile，Some teachers who have more students to take care of simply start a new business，The threshold for starting classes is very low。With the growth of small educational institutions under the 188bet Online Sports Betting and Casino brand，In this process，188bet Online Sports Betting and Casino toys are beginning to be gradually recognized by Chinese people、Like，Becoming an indispensable toy category for children in first- and second-tier cities。Reviewing 188bet Online Sports Betting and Casino’s 25 years of advancement in the Chinese market，Today’s hot sales of 188bet Online Sports Betting and Casino toys and 188bet Online Sports Betting and Casino offline education，There is indeed a subtle interactive relationship。

However，Just in October 2019，188bet Online Sports Betting and Casino Education releases official statement，Announced the termination of cooperation between its off-campus business and Ximiya。Some of the 188bet Online Sports Betting and Casino Education off-campus activity centers authorized by 188bet Online Sports Betting and Casino to be operated by Ximiya need to immediately stop using the "188bet Online Sports Betting and Casino Education" brand and courses，The brand and course usage rights of other activity centers will also expire before December 31, 2020。

Former 188bet Online Sports Betting and Casino teacher Pei Yong (pseudonym) told reporters from the Entertainment Value Officer，He personally understands the 188bet Online Sports Betting and Casino Group’s plan to withdraw authorization。“It is difficult to tell the authenticity of educational institutions under the 188bet Online Sports Betting and Casino brand，Now it is no longer a problem that Ximiya can solve，So 188bet Online Sports Betting and Casino just makes it one size fits all，Only by cutting off the source can we truly crack down on counterfeiting。I feel like 188bet Online Sports Betting and Casino has a grudge against Ximiya，After all, he is a big agent who has been supported by himself，In the end, the market was messed up，Even in competitive events, I can only watch the sky with one hand，Make a lot of money using the 188bet Online Sports Betting and Casino brand，The 188bet Online Sports Betting and Casino brand must personally clean up the situation。”But，Pei Yong added，188bet Online Sports Betting and Casino’s mistake is，Failed to consider consumer rights and market resentment，Especially the interpretation of "burning bridges across rivers" in Chinese culture，This will become the biggest obstacle in this "anti-counterfeiting operation"。

As Pei Yong said，188bet Online Sports Betting and Casino is not only a training institution but has completely stopped authorizing，188bet Online Sports Betting and Casino also withdrew Ximeia’s qualification to host the FLL event。The little-known FLL Robot Engineering Competition in China，It is also one of the domestic high-profile robot competitions that 188bet Online Sports Betting and Casino has authorized Ximiya to host，The FLL Science and Technology Association Competition is currently suspended，It will be a big blow to Ximiya。It is reported，188bet Online Sports Betting and Casino has started looking for new agents，Host future FLL events。

Is "cracking down on counterfeiting" for the sake of a larger business map?

One side，It is the abandoned "Ximeiya" and the consumers who collectively appealed；Other side，But Le is happy to build a paradise and offline flagship store in China。

Located in the best location on the first floor of Wanliu Hualian, Haidian District, Beijing，Lented by 188bet Online Sports Betting and Casino at a high rent last year，The sales staff told the entertainment value official reporter，"Star Wars", "Harry Potter" and "Frozen" are the most popular series here，It’s winter and summer vacation、New Year、Peak sales season such as Christmas，Daily sales are dozens of times higher than usual。“For children over 7 years old，Basically above 500 yuan，Things worth more than 1,000 yuan are also very popular，Children have no idea about prices，Parents pay the bill anyway。" The salesperson told the Entertainment Value Official reporter。

Doduo’s mother also told reporters from the Entertainment Value Officer during an interview，Since my son became obsessed with 188bet Online Sports Betting and Casino，A special cabinet was set aside in her house to store the 188bet Online Sports Betting and Casino pieces he built。“This is 188bet Online Sports Betting and Casino，It’s just a disposable toy！I won’t touch the child again after finishing the fight，Some complicated pieces are put together like an art film，We think it’s really not a good deal。”

In the past few years，188bet Online Sports Betting and Casino fans are not limited to children，Even adults join in the fun。Wu Xin、Chen Yihan、Wang Luodan、Wang Yibo、Zhu Dan、Hacken Li... Entertainment stars are always showing off their 188bet Online Sports Betting and Casino building process and results on Weibo，Spare no effort to be a free ambassador for 188bet Online Sports Betting and Casino，This shows the great charm of 188bet Online Sports Betting and Casino。

As China’s 188bet Online Sports Betting and Casino fans double，Smart 188bet Online Sports Betting and Casino has also developed a series with Chinese elements to please the Chinese market，But the reporter from the Entertainment Value Officer investigated the online sales platform and found that，The sales volume of local IP’s 188bet Online Sports Betting and Casino is far less than that of overseas IP。

Last month，188bet Online Sports Betting and Casino announced plans to open 80 new brand retail stores in the Chinese market in 2020，Estimated to be by the end of 2020，The total number will reach 220，And will enter 19 new cities，About half of them are two、Third-tier cities。From this layout we can see the confidence 188bet Online Sports Betting and Casino has gained in the Chinese market，Indeed，Look at the half-year financial data released by 188bet Online Sports Betting and Casino in 2019，You know this confidence is not blind: first half of 2019，188bet Online Sports Betting and Casino’s sales growth in the United States and Europe is only single digits，Chinese consumers have supported 188bet Online Sports Betting and Casino’s double-digit growth rate for several consecutive years。Estimated next 3 years，China’s toy market will maintain a growth rate of 6-8%，Continues to lead the global market。

When the market is "educated" to a mature stage，Brands consider more than just sales and performance，There are even greater expansion goals。

Legoland that has been shelved for a long time，Officially started construction at Legoland Resort in Jinshan District, Shanghai on December 31, 2019 (Tuesday)，Planned to be officially completed and opened on December 31, 2023 (Sunday)。

Reporter from the Entertainment Value Officer once visited the Legoland Theme Park in Japan，Although its footprint is not as large as Disney，But the internal settings and experience are no worse than Disney。The park is mainly aimed at families with children aged 2-12 and 188bet Online Sports Betting and Casino enthusiasts，The park creates an immersive parent-child interactive experience，Provide imagination-stimulating ideas for children and families、Technological entertainment experience projects and interactive puzzle courses。Except Japan，Asia’s largest Legoland is located in Malaysia，This park covers a larger area，More large-scale amusement facilities。

After nearly two years of contact with the 188bet Online Sports Betting and Casino Group、Inspection、Compare、After negotiation，Legoland finally lands in Shanghai。Yuan Wei, Executive Chairman of the Danish 188bet Online Sports Betting and Casino Brand Group, introduced to the media，There are currently 8 Legoland parks in operation around the world，Shanghai will integrate existing Legoland classic projects，Customization combined with localization，Integrate 188bet Online Sports Betting and Casino brick theme elements and Chinese culture (refer to the Japanese park to imagine)。

Conclusion

Just when the 188bet Online Sports Betting and Casino Group is happily entering a new stage in the Chinese market，They quickly and decisively solved the stumbling copyright and copycat issues，But Ximiya Company, which worked with them in the early days，And consumers in more than 100 activity centers who cannot receive compensation，No better solution has been found yet，This matter is still fermenting in the media and society，It will inevitably have a certain negative impact on the brand。This is the same as the initial awareness of the copycat problem，"Tacit approval" of its development，It’s the same without solving it，In the end, using extreme means may not be the best way。

Everything 188bet Online Sports Betting and Casino is experiencing in China now，In fact, it is a good case for all overseas brands，If you must use local companies for penetration in the first half，So how to be safe、Smooth transition to the second half？This is a proposition that must be considered。

*Source of this article: WeChat public account "Entertainment Value Officer" (ID: wenyujiazhiguan), author: Nana, original title: "Did 188bet Online Sports Betting and Casino “fuck it” in China?》.