China’s Toy Industry
China is the world’s plush toy home, is the world’s largest toy production base of processing, are sold around the world, including world-famous brands in lieu of processing the majority are from China plush toy. For a long time, China’s toy industry is taking the OEM OEM road, toy merchandise due to neglect of the cultivation of the brand has always been only in our country’s plush toy industry chain downstream, making a small foundry costs . Sold in the domestic circulation of plush toys, mostly poor quality and low prices, not a series, the lack of degree of consumer recognition and trust.
Plush toys in China do not have a national brand, while foreign brands through the sale has already set up offices in the form of proxy or to enter the mainland market, but its price is prohibitively expensive for many consumers. This case, the plush toy industry in China is difficult to get health, sustainable development. So, China’s toy industry in the end go?
From the consumer environment, China’s largest producer by a gradual transition to the consuming country. According to the National Bureau of Statistics data show that: in 2005 China sales of plush toys up to 50 billion, and this number will appear in the next 3-5 years, “rapid development” phenomenon, an annual increase rate of 40%. By 2010, China’s toy market consumption will amount to more than 30 billion yuan. Shows that the Chinese toy market demand for a bright future.
A commodity in extremely broad market demand, will increase the market for such commodities to invest more support, then these products will be more white heat of competition, in this process, industry resources will be integrated to achieve standardization of and large-scale in order to enhance the survival of increasingly competitive pressures brought about.
From the consumer point of view, as people’s living standards improved, consumption levels have yet to move from quantity to quality upgrading, from the initial concern is that it can not be, to the attention of new, large, full, to the essence, differences, Cool, to a safe and healthy consumption, green consumption, etc., from a purely demand-side consumer spending to changes in harmony, in this process, the more people pay attention to is no longer the number, price comparisons, but to to achieve a safe, comfortable, emotional needs, and thus will choose to uncontaminated or contribute to public health, green products, pro-nature, the pursuit of health, pay attention to environmental protection, conservation of resources to achieve sustainable consumption. Updating the concept of changing people’s consumption of the urgent need high-quality, reasonably priced products in the market came into being.
From the market environment, the phenomenon of inter-enterprise copied version of a serious lack of strong intellectual property protection of the environment. The large volume of export orders, goods focused, simple and secure payment method, so more large and medium sized enterprises currently based on OEM plush toys on behalf of the processed goods for export products with little involvement of domestic market. The global financial crisis in 2008, to the survival of many large and medium sized enterprises which export plush toy companies very heavy blow.
In particular, in 2009, the State and local governments have introduced on the protection and support for animation industry development and innovation of laws and regulations and preferential policies, as film and animation industry’s most important image of the product and extension products, plush toys by people re – widespread attention, but when it could have a range of policies for the protection of support is a plush toy companies for further development of a more suitable platform for the necessary conditions.
From the industry-specific point of view, a very strong seasonal plush toys, seasonal more obvious seasonal characteristics of products and restricted its large-scale promotional activities. Processing threshold is low, easy to manufacture, easy to copy. In the absence of strong intellectual property protection, enterprises rarely independent innovation, in this case the designer is more a lack of awareness of international trends, designers and even became a member of proofing, but to imitate each other, in the light, similar, products are not bright spots. In this case, to a large extent affected the plush toy brand in the process of the road.
From the operating channel, how to solve the end-to-consumer manufacturer with the most flat, the most direct docking, under the same conditions will be a company gain market share in the future the most immediate core competitiveness. Traditional industry lines in the operating channel of the existence of information lag, and information asymmetry is a fatal link, resulting in the breakdown of business-to-target groups, target groups, positioning, launch new products, emerging economies such as dislocation, resulting in this part of business-to – new products on the market estimate of differences in advertising a waste of resources and so on, thereby affecting the business use of resources, reduced efficiency, loss of competitive advantage and market opportunities.
The rapid development and popularization of e-commerce for enterprises operating in the settlement of channel choices available in a new direction and solutions, how to achieve business entities effective integration of management and operation of the networks to achieve the most direct and precise docking with the client provided an opportunity for the market .
From the consumption environment and consumption point of view, urgently require plush toy brands operating across the country born; from the market environment and industry-specific point of view, they invariably become a plush toy brands serious obstacle to development; from channels operating perspective The market offers a new Youji Enterprise solutions and development opportunities. Can be seen, the current strengths and weaknesses of a number of factors and the environment co-exist, Nishajuxia, there are difficulties there are resources and are at a loss is also an opportunity.
The direction of development of an industry depends on a greater level of satisfaction of consumer demand, consumer demand will also under the influence of consumer attitudes in the formation of a trend and thus more widely to promote the supply of market development. In this case, the supply market will be more broadly diversified participation, and thus consciously optimize product structure, to revise the direction of development, improving corporate resource allocation, of course, policies and laws and regulations at this time to provide a positive direction and development of effective safeguards.
Business through innovation, development and continuous improvement of consumer product selection can be easily reduced consumer buying decision-making process to enable enterprises to enjoy a relatively high profit margins, beyond the product life cycle, and the market environment and industry characteristics are expected in such a during the process of improvement and even elimination will eventually be reflected in the natural harmony of the regulations are the size of the operation of branding.
Judging from the current point of view, increased competition and consumer demand has required to provide a plush toy with excellent product quality, reasonable price, accurate positioning, expanding product lines, a wide range of adaptability and perfect after-sales service, good product image, a beautiful cultural values and hope with each other to build an adequate relationship of trust.
Product quality is the essence and basic services is important to support and focus, and cultural value is the content and orientation, image recognition and evaluation, management is relying on and protection of a good job of the corresponding gateway in order to better strengthen and expand the industry.
At the moment, market the brand of the road cut into the time, of course, China’s toy, like the other folk arts and crafts, with a strong sense of national characteristics, local characteristics and a high level of arts and crafts, walking independently, and characteristics of , the national road of the brand will also have more resource advantages. China’s plush toy industry in the end go? Overall, the fact that: market forces and consumer demand for plush toys are bound to ask the Chinese to take to the road of the brand, competition intense and the resources necessary to ask the Chinese stuffed toys onto the road of the characteristics of its own brand.
We should appreciate that, in the plush toy industry a loss, confusion, pain stage, Masahiro toy’s red bubbles green fruit fruit (HPPLGG) pioneers, with its strong resources in this industry, the brand change, for the majority of provide consumers with beautiful, rich connotations, multiple changes, endless fields of plush toys, efforts to build China’s own plush toy brand, committed to achieving the plush toy industry in a true sense for the international and Chinese integration!
(out of 17 reviews)
