Gold Dickies

Gold Dickies

World-class toy manufacturers in China have to go to Denver - toy manufacturers, toy market, the Chinese market - the toy industry

In the Grand Gateway Mall, 10-year-old Liu Xinxin happily jumped to test drive the latest Ferrari F1 toy car. At present, China has 300 million children under the age of 16, but only the Chinese Year of the Pig this year there will be 2,200 million babies were born. Liu Xinxin are excited to open, as the value of 12,000 yuan model car, the children will drive China's toy industry fast forward. According to the China Toy Association, predicted that the size of China's domestic toy market will be in 2001 to 108 billion yuan (1.4 billion U.S. dollars) to upgrade to 2010, 92.4 billion yuan (120 billion).

 

With People's incomes rise, coupled with parental concern about the safety and well-being, the demand for high-end toys in recent years has reached unprecedented levels. In response, Mattel Chinese distributors of Guangzhou Wei Zheng Jinhui company's manager, said: "China's (toy) market has become a gold mine?? One-child policy to become the parents of two Chinese turn around a child's social, They will not hesitate to buy their children expensive and high-quality toys. "

Today, as Fisher (FisherPrice) and Hasbro (Hasbro) and other foreign brands toys are so popular in China. Various toy stores and toy companies have done their best, have introduced new products, new stores and new marketing and advertising. As one of the world's largest toy exporter in the Chinese toy imports also showed the same substantial growth.

But this process is somewhat tortuous. Zheng Jinhui said that as China's largest importer, the United States and Thailand are currently the first 70% of the products manufactured in China and exported to overseas packaging and design, re-transmission back to China. However, this did not affect its popular products. Mattel Barbie the most famous series of products into China, between 1999 and 2000 its sales volume is doubled. However, Zheng Jinhui acknowledged, although their distribution faster, but more and more intense competition. To this end, the United States and Thailand to strengthen the second-tier and third tier cities to the toy market, distribution expansion, and had a productive session.

With Mattel and other toy companies have gradually built up a larger and more solid toy market, such as Toys R Us and other toy distributors abroad are eager to enter the Chinese market. Toys R Us last December in Shanghai opened its first store. The company said Peter Stone, CEO of Asia, as the market response and good performance, Toys R Us during the year in Beijing and Shanghai, to open four additional stores.

Peter Stone pointed out that the store's success partly due to the fill the huge gaps in the Chinese toy market. "We have a price several thousand dollars of toys, there are a few dollars a dagger, everyone can find what they want; In addition, we allow customers demo toys and other toy stores in China this is not The. "

As agent, Li & Fung Ltd. of Hong Kong together local and foreign manufacturers for the Toys R Us offers toys from the high to low. These toys in the price similar to the U.S. market. However, due to the need to pay 17% import duty on foreign goods, the company and other retailers, like their toys in China's pricing will be slightly higher. Even so, these toys in the eyes of Chinese parents still value for money.

Playwright Commercial Co., Ltd. is a Rhode Island Hasbro's agent in Guangzhou, the company manager for Yang said: "We can clearly see that domestic demand growth in high value toys. Four years ago, consumer to ask only toys without problems on the line, but now, in the pursuit of high quality, while parents are asked to toys to the children's growth to play a greater role in education. "

A matter of fact, not only advanced toys, parents are willing to buy all the other toys. Typically, high-end toys such as Hasbro is the special forces (GIJoe) and Mattel's Barbie doll, mid-range is the store's own brand, such as Toys R Us in the kind of toys, while the use of low-grade there is no known low-cost material production and local products.

As for the marketing strategy, the toy companies are to meet the parents, the psychological priority, and they also pay attention to China's national holidays. For example, this year's 61 Children's Day, the United States and Thailand in a week of the festival, will in all major TV networks in China launched a nationwide promotion-oriented. As for the German fairy Pa Group (Simba-Dickie), from the bus stop sign to the bulletin board, the company's ads are all over the safety of its products selling point for the market.

Picked the time of this strategy.
About the Author

I am an expert from China Product, usually analyzes all kind of industries situation, such as canon bci 6 , 123 inkjets.

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