The origin of the Robust trademark, why is Robust gone?

Because Danone acquired the Chinese beverage brand Robust. Headquartered in Paris, France, Danone is a multi-national food company with operations on six continents and products sold in more than 100 countries.

In 1996, the Group's total turnover amounted to 83.9 billion francs. In France, Italy and Spain, Danone is the largest food group, and Danone is the third largest food group in Europe today, ranking among the top six in the world in its category.

Company Introduction:

As a global food and beverage company, Danone is actively developing its health product categories with growth potential in three business areas: Basic Dairy & Plant-Based Products, Water & Beverages, and Specialty Nutrition.

Danone is known for its "One PlanetOne Health" is a framework for action that recognises that human health and planetary health are inextricably linked, and encourages healthier and more sustainable eating behaviours.

In order to further drive the diet and health revolution and create outstanding and sustainable profitable value for all Danone stakeholders, Danone has set nine goals for 2030 in line with the United Nations 2030 Agenda for Sustainable Development, and is the first French listed company to introduce the "Entreprise à Mission" governance framework.

Danone's corporate mission is to "bring health to as many people as possible through food", and has written the corresponding social and environmental goals into its corporate charter. The company operates in an efficient, accountable and inclusive manner, and is committed to being one of the first multinational companies to achieve full B Corp certification.

The above content refers to Encyclopedia - Danone.

Standard Oil was also a pioneer in the use of linear-functional structures.

Robust was founded in 1989, in Xiaolan Town, Zhongshan City, Guangdong, He Boquan and other five young people rented the "Robust" trademark to start a business. According to a senior staff member of Robust, at the beginning of the business, He Boquan and other employees of the company maintained a deep friendship, and even lived and ate together, everyone felt that Robust is a big family, "sharing blessings and difficulties", and the company's cohesion is very strong. At this time, the structure model of the linear function system was adopted, so that Robust could achieve rapid and stable development in the early stage of its business.

In the past 12 years, the five founders have not only developed Robust's from a small township business with an investment of less than one million yuan to a leading enterprise in China's beverage industry, but also cultivated a little-known local small brand into a well-known trademark in China. However, as Robust grew, the original organizational structure was a bit inadequate. At this time, according to the words of the previous high-level person, He Boquan can no longer eat and live with every employee of the company, and the original leadership style has changed and cannot play the original role.

He Boquan was a little confused. In particular, since March 2000, when Danone, the largest food and beverage group in France, signed a cooperation agreement and became controlled by Danone, the drawbacks of the line-line functional system have been more exposed. In order to complete the sales task, the branch likes to focus on the easy-to-sell products such as water and milk yogurt, and no one has worked other immature products such as tea drinks, which is very unfavorable to the maturity of new products.

To make matters worse, since the production department is only responsible for quality and cost, the sales department is only responsible for sales and expenses, and none of the departments are responsible for profits, the result is that Ho Boquan is the only one responsible for profits in the entire group. In recent years, Robust's sales have plummeted, and Danone, with 50 years of international experience, certainly does not want to see this situation, so it is imperative to seek change, and one of the measures to adapt to the new situation is to reform the organizational structure.

Fresh milk drinks (baby yogurt, Trensu, pure Zhen), fruit juice (Fruit Lot, Fruit Lot), coffee (cappuccino, latte, mocha), ice cream (Cera, Bing Ledo), biscuits (cookies, mung bean cookies), bread (sesame sandwich bread, small bread), popsicles (snow top popsicles, fruit lozenges), cakes (cheesecake, pineapple Chang Ho Cong cake, chain chocolate cherry cake), jelly (mango jelly, strawberry jelly), puffs (chocolate puffs, cheese puffs), Cereal biscuits (wheat biscuits, graham biscuits), yogurt (plain yogurt, fruity yogurt), soy milk (red bean soy milk, sesame soy milk), children's nutrition (baby yogurt, baby jelly).

"Le" means joy, happiness, "hundred" table is many, "clan" refers to the surname, "Le, hundred, clan" each word contains traditional Chinese culture and is very Chinese, especially "Baishi" and the very Chinese characteristics of the "hundred family surnames" tangent and refers to the people that are the public, after the three words are connected, "Lebaishi" means "happy to benefit the public", that is, to bring health and joy to the public, the name is foreign and full of modernity; The English "robust" is not only homophonic to the Chinese "Robust", but also its meaning "healthy and strong" is also consistent with the positioning of Robust's health products. The name of "Robust" is not only consistent with the direction and positioning of the company and products, but also contains the corporate ideal of "creating a healthy life and sharing the benefits of success".

Robust's logo is designed by the combination of square Chinese characters "Robust" and streamlined English "robust", simple and harmonious, compact and rhythmic, the smoothness of the line and the breakthrough of the shape reveal a strong sense of modernity, integrating the traditional culture of the East and the modern design of the West, vividly conveying the cultural concept of Robust - the three-character conjoined design of Robust, Baishi and the public not only expresses the enterprise will be closely linked to health, joy and the public, but also transmits the coexistence and co-prosperity of Robust and the public. Beliefs and ideals to create a healthy life. The Chinese character "Lebaishi" in the square block of the logo refers to the ground and is realistic, expressing the down-to-earth style of Lebaishi; The round line "robust" refers to the sky with a circle, expressing the insatiable spirit of innovation; The combination of square and circle of the logo refers to the regularity, implying the inheritance of tradition and compliance with norms, while the "S" design reflects the modern design atmosphere and is a breakthrough reproduction. In the modern society, Robust firmly believes that the fine tradition of the Chinese nation is our inexhaustible spiritual treasure house, only by respecting and inheriting the tradition can we truly achieve transcendence and stand proudly at the forefront of modern society, and only by pursuing breakthroughs in the norms can we be undefeated in the ever-changing world.

The "infinite" extension of the horizontal pen to the right not only makes the logo stable, but also outputs the idea of Robust's steady development and sustainable management, and at the same time, leaves infinite imagination, play and creative space for Robust. The standard colors of the logo, red and green, symbolize health, vitality, enthusiasm, life and hope.