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If we are willing to look at the data, we will find that China has always been a big toy manufacturing country. Two-thirds of the US imported toys and two-thirds of the EU-imported toys are Chinese products, and more than two-thirds of the products on the global market (excluding mainland China) are from China. According to relevant data, the toy export value of more than 6.5 billion US dollars from January to June 2016 has been in the growth stage.
If we continue to look at the data, we will also find that more than 80% of the toy companies in China are “OEM OEM†production methods, and the export data of the toy industry is “one high and three lowâ€, that is, high export volume, low technical content, and brand attachment. Low value and low economic efficiency. In the domestic market, local toy companies seem to be able to cover the name of “unknownâ€. Foreign brands such as Mattel, Lego, Children's Po, and Disney have long occupied the high places in the domestic market. So, how do we correctly view this “contradictory†industry scene? How should traditional toy manufacturing improve local market and global competitiveness?
Quality first, achieve brand inheritance
Founded in 1973, Wood Play Family has become the leading brand of children's wooden toys in China. It has become a leading toy brand for Chinese brands.
He Bin, chairman of Mujia Shijia, believes that for the current Chinese toy manufacturers, the most practical development path should be “extrusion + brand†and “inheritance + innovation†in parallel. He believes that it is difficult for Chinese manufacturing to have new knowledge within a generation. Therefore, relying solely on “brands†to support the survival of enterprises is too naive, and the existence of OEM OEM model is inevitable. “We can understand industry trends, cutting-edge technologies, and popular design through OEMs. These are all we need to cultivate our own brands.†This means that domestic companies must be quality first and have the opportunity to win the “OEM†qualification of international toy giants. . In addition, toy companies need to actively respond to market changes and embrace the Internet. E-commerce allows companies to have better channels to directly face consumers and participate in global business, which is a rare opportunity for enterprises. "So, we must do a good job of quality, using the e-commerce platform to build brand influence," He Bin said, the goal of the wood play family is to become synonymous with Chinese wooden toys.
From small wooden toys to the toy industry, long-term development is inseparable from "inheritance" and "innovation", both of which are closely related to "quality." Therefore, the differentiated advantages of culture, technology, technology and marketing networks based on brand will play an increasingly important role in the competition.
The key to implementing standards is implementation
"Made in China" is a fact that has long been accustomed to internationally. This fact includes toy products. It is gratifying to note that many “three to one supplement†companies are transforming from OEM OEM production methods to ODM independent design and OBM's own branding methods. A number of dominant toy companies represented by the wood play family have gradually grown. With independent innovation as the core and well-known brands as the symbol, it has strong competitiveness.
So, how do they complete this transformation? The key is to strictly enforce industry standards, and even “take the most stringent standards in the world as a benchmark. If the standards are well implemented, local toy brands will have the hope to break out.†In fact, from the standard point of view, China's standards are not necessarily lower than the American standard and the European standard. However, some companies in the domestic sales process fail to strictly enforce the standards due to cost considerations. This is also causing domestic consumers to distrust domestic brands. important reason. “We are in a sandwich layer, we must not only do a good brand but also maintain a price advantage, so we need the role of third-party testing to optimize the process and achieve transformation and upgradingâ€.
The wood play family has been working closely with the global independent third-party testing agency, TUV Rheinland. In the internal control process of wood play, it will compare the American standard, the European standard and the national standard and select the most stringent standards to implement. At the same time, all toy products of Muju Family need to undergo an “assumed abuse†evaluation process to ensure the safety of the toy. It is reported that the wood play family has won the IP and trademark authorization of the international toy brand "Fei Xue". The design and production of the future "Fei Xue" wooden toys will be completed by wooden play, and the quality of the products made in China can be sold to the whole world.
Opportunity current, quality achievement brand
According to the results of the sixth national census published by the National Bureau of Statistics in April 2011, there are 222 million children under the age of 14 in mainland China. With the implementation of the “two children alone†policy, it is expected that 8 million new babies will be added in the next five years. The huge population will inevitably have broad consumer demand. China has been recognized by the toy industry as the world's most promising toy consumer market. This is the “opportunity†that the times have given to the toy industry. “The Chinese market is huge, and China’s domestic toy brands will rise in the next decade.†Mr. He Bin, Chairman of Muju Shijia, is very optimistic about the future of the Chinese toy market. He believes that China’s population base is huge and toy companies have to transform from OEM OEM to The influential toy brand, the domestic market is a must. He Bin pointed out that with the growing awareness of environmental protection among modern parents, domestic toy brands must do their part and win with quality.
Indeed, China is the third largest consumer of toys after the United States and Japan. The data shows that the annual consumption capacity of the Chinese toy market is about 25 billion yuan, but if calculated in terms of per capita consumption, China is only one tenth of the United States and one-twelfth of Japan. In recent years, the demand for toys by Chinese consumers, both in quantity and quality, has been increasing. The sales of toy giants such as Lego, Mattel and Hasbro in China have shown rapid growth.
So how can toy companies increase the technical content of toys, form a brand effect, and break through the domestic market? He Bin said frankly that the quality of finished products sold abroad is excellent, but the quality of the domestic market cannot be guaranteed, the reason, the domestic standard There are still loopholes in the supervision. "If the standards are well implemented, local toy brands will have the hope to break through the domestic market."
Toys, a cultural and creative industry
"Made in China is not a brand of its own, only China can create a foothold in the world." He Bin believes that toy products have a cultural imprint, and the output of ideology is the most effective way to increase the added value of products. In fact, in recent years, driven by the new regulations on international trade, domestic toy companies have not only taken significant steps in “improving the technological content and aligning with international standardsâ€, but also embarked on the development path of “independent development and self-owned brandsâ€. . Enterprises have begun to try to cross-border cooperation with high-tech industries, content creative industries and design industries, design new products that meet customer needs, achieve rapid update iterations of products, and enhance their competitiveness.
In the wood play family's product series, He Bin insisted on “Chinese elementsâ€, such as the I WOOD series; on the other hand, he began to invest in animation and launched the original large-scale stop motion animation “Dudu Town†series to promote consumption. Cognition. At present, the wood play family has also signed the "Dasheng return" derivative toy development rights, and will participate in more original projects of derivative products design such as animation culture and tourism culture in the future. The ultimate goal is to make Chinese manufacturing based on the world stage. In the wave of industrial upgrading iterations, it is imperative for toy companies to adjust product mix and optimize their products. Brand building can't be done in one day. Toy companies must have "feelings" and "sentimental feelings" is to make quality a culture.
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