Ningbo ABST Daily Necessities Co., Ltd. (ABST) was founded in 2013 as a family amusement solution provider and a large-scale industry and trade integrated company with children's home furnishing as its core business. ABST has long been committed to providing every mother and child with safer, more interesting and more considerate products and services, creating a better lifestyle, and allowing millions of families to enjoy a happier and more secure life.

1.“Better look at issues from the consumer’s perspective”

Mr. Yu Yongqing, the founder and chairman of ABST, once participated in several product projects of well-known brand companies such as Haier and Fotile as an engineering technician, during which he continued to accumulate mature manufacturing and management experience. In the process of participating in the work, with his high sensitivity to products and markets, Mr. Yu Yongqing had a deeper thinking about the industry: What is a "good product"? What exactly do consumers need? How to bring more and better ideas to market? With these questions in mind, Mr. Yu Yongqing resolutely chose to resign and start a business, taking the first step to realize his dream. From this, the design concept of ABST began to take shape.

In the early days of entrepreneurship, Mr. Yu Yongqing entered the children's products industry with a like-minded friend. With the birth of a new life in the family, he paid more attention to children's growth and education. Facing the maternal and infant product market at that time, he was keenly aware of the market gap in China's children's enlightenment education and educational products, and thus determined the product development direction of ABST.

2."Professional, precise and new - the success of the first fence"

From market research to creative design, from independent production to domestic and foreign market cooperation, ABST focuses on the entire life cycle of each product's research and development.

Market research stage - refinement: ABST always maintains keen market insight and flexible adaptability, conducts market research and analysis, understands consumer needs and trends, further subdivides the existing maternal and infant market, and believes that the enlightenment stage What children need is a safe, environmentally friendly and educational environment, which also provides direction for our company’s subsequent product design;

Product design stage - innovation: ABST pays attention to product details and user experience, and has the ultimate pursuit of product design. Establish IP, create differentiation, increase brand recognition, and always insist on creating new products in terms of functional structure, appearance design, etc. to meet the needs of modern families for children's growth solutions.

Independent production stage - specialization: ABST uses its technical background and experience to conduct product development and production, actively learns from leading industry platforms and hires technical consultants to make up for its own shortcomings, successfully solving one R&D problem after another and helping enterprises growing up.

ABST adheres to its mission to become the industry leader, actively invests in research and development, and is committed to innovation and quality to lead the development of the industry. Although the company only had a 600-square-meter factory building and more than 20 employees in its early days, it has never lowered its requirements for product development.

As a result, the first fence product was successfully developed and quickly achieved great success in the market.

3."Move forward bravely, never slack off, and continue to grow bigger"

As the first toy company in the industry with an independent R&D team, in order to continuously improve product R&D capabilities and design levels, ABST not only continues to recruit outstanding design engineers, but also actively maintains close contact with schools and cutting-edge design institutions to coordinate its own production Department and other excellent material suppliers work together to create high-standard children's toys that are "safe, high-end, fun, and humane." Create a new product design policy that coexists "appearance" and "practicality", and synchronizes "safety" and "innovation" to provide users with products and services suitable for different ages and national styles.

Through continuous efforts and accumulation in the early stage, ABST's market share quickly jumped to the first place in the industry. This huge progress only took one year. Our company has also expanded its production scale to a 3000m² factory building and more than 60 employees, and established a second factory.

In addition to continuously optimizing the pillar product - children's fence, our company continues to work hard to expand product categories, and has successfully developed and produced new products such as children's slides, rocking horses, children's tables and chairs, etc., helping tens of thousands of families successfully build "children's playpens" that meet their needs. Children's indoor growth paradise".

As of August 2015, ABST continued to expand and establish a third factory, which tripled its original size. The rapid development and industry influence during this period have won ABST more cooperation opportunities at home and abroad.

4."Disagreement? Hold on!"

“The road to growth is always tortuous,” but ABST has always believed that opportunities and challenges coexist, and has been working hard to solve serious problems one after another such as the company’s development direction and business operations. For example, in the face of industrial function diversion and personnel instability, the company adopts a sincere attitude and provides high salaries to ensure that employees can work with peace of mind and feel a sense of belonging, stimulate work enthusiasm and creativity, and contribute to corporate development.

In the later stages of ABST team building, the core partners also had differences in business philosophy: "Should we switch to low-price distribution? Or should we insist on high-quality products?" One of the partners advocated reducing product costs and quickly capturing market share with a low-price strategy. Mr. Yu Yongqing deeply feels that this strategy may achieve good results in the short term, but in the long term, it will only do more harm than good to improve a company's brand image and competitiveness. The final result is still not worth the loss. On the contrary, companies insisting on high-quality products may not be an easy path, but making products with a parent's heart, adhering to correct concepts and decisions to design, and always thinking about needs from the perspective of consumers are the only way for the entire industry and The market is missing the spirit. Mr. Yu Yongqing believes that truly good products are the business card of a company. Only when the core of the product can withstand testing and beating can the brand be remembered by more consumers.

After in-depth discussion and communication, the two parted ways, and Mr. Yu Yongqing decided to stick to his own ideas and continue to move forward alone. This personnel change caused ABST to lose important sales channels, and the company once faced bankruptcy. Fortunately, the reputation and market influence accumulated previously have continued to bring in new customers. Especially the high-end customers, they highly recognized Mr. Yu Yongqing's business philosophy and product value, and then successively provided huge support in many aspects such as capital, products and quality control, allowing ABST to survive the crisis and move to a new level.

5."This is a never-ending learning and effort"

In 2016, with the growth of market demand, ABST's corporate scale expanded rapidly within two years, and a fourth factory was established. The corporate scale quickly expanded to a design area of 24,000m² and more than 500 employees. With its professionalism and leading thinking, ABST has continued to lead the market direction in the maternal and infant industry, and has since become a leading company in the industry. In 2018, in order to improve product quality, ABST invested tens of millions in strengthening R&D team building and introducing imported equipment. The workshop area reaches 8000m², ensuring the production of high-quality products. After the Jiangxi base was put into production, it began to expand foreign markets.

As the vice-president unit and governing unit of the Provincial Toy Association, ABST has established a good reputation and status in the field of children's playpens and has become a benchmark enterprise in the industry. This decision expands production capacity, improves product quality and efficiency, introduces advanced technology and equipment and a strict quality control system to ensure that products meet the highest standards and demonstrate strong production capacity and market potential, and is committed to providing new parents with the best parenting support. Continuous learning and innovation make the enterprise more vital, adapt to market changes and needs, and become the most reliable partner of consumers.

On the one hand, ABST has established alliances with large platforms such as NetEase Yanxuan and babycare to jointly develop and promote high-end quality products and efficient and complete services to help the mother and baby industry prosper and develop; through many exhibitions, ABST has established contacts and reached agreements with more brands. Cooperation has expanded the product line, including fences, drawing boards, rocking horses, slides, bookshelves, storage racks, game bars, basketball stands, tent houses, etc.

On the other hand, ABST launches new categories of products in overseas markets, invests in R&D and manufacturing resources to improve product quality and performance to meet overseas market needs, focuses on brand building and marketing, and establishes close cooperative relationships with local online and offline brands. Develop markets together. ABST has achieved outstanding results and gradually occupied a place on the international stage, winning more market voice for the entire Chinese maternal and infant industry in the world.

As a leading enterprise in the industry, ABST takes "50 years, two generations" as its development goal. We always adhere to the principle of seeking truth from facts as our employee code of conduct, and always solve problems objectively; we adhere to the mission of providing high-quality products and supporting services, and follow the product development route of "high-quality products".

In future development, ABST will continue to stay true to its original aspirations, pay attention to children's growth needs, continue to innovate and improve product quality; focus on long-term development, promote the sustainable development of enterprises and maximize value; strengthen international cooperation, and cooperate with more partners Work together to bring more value and contribution to consumers and the industry. This is not only the industry spirit advocated by our company as a leading enterprise, but also ABST’s solemn commitment to millions of consumers.