Imported toys to rush to China
Category: company news
Date: 2013-12-31
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  China is a big toy producer and exporter. According to industry insiders, most of China's toy industry exports are processed and produced for foreign brands. Many famous toy companies in the world h...

China is a big toy producer and exporter. According to industry insiders, most of China's toy industry exports are processed and produced for foreign brands. Many famous toy companies in the world have already optimistic about the Chinese market, and they have set up factories in the Mainland or cooperated with domestic manufacturers. Companies such as Mattel, Hasbro, and Sega in Japan have already sold their domestic markets through sales agents or the establishment of the China Marketing Department.

High-end market

Although it is a toy producing and exporting country, China's toy consumption market is also very broad. Due to the continuous improvement of the income of urban residents in China, the requirements for quality of life are gradually increasing, and the toy market is also changing. From the traditional low-end electric, assembled and decorative toys to the novel electronic and intelligent types. Toys and high-end plush, cloth-like decorative toys. According to analysis by Euromonitor, the total retail sales of the domestic toy and game market increased from US$3.89 billion in 2007 to US$8.3 billion in 2011, with an average annual growth rate of 21%.

From the perspective of the domestic toy consumer market, imported toys and Sino-foreign joint venture products occupy most of the market. According to a market survey, 41.6% of respondents in the toy market believe that Disney's corporate social responsibility is the best, ranking first; the second to fifth ranks of corporate social responsibility are good children, Barbie, Lego, and fees. snow. China's high-end toy market is mostly occupied by foreign capital, while local brands are mostly aimed at the low-end market. From the perspective of sales channels, the main channels for foreign-branded toys are the following: First, large-scale shopping malls. The toys sold in the mall are mostly high-end international big-brand toys, which are expensive. Second, some specialty stores and franchise chain stores. According to the survey results of the China Toy Association, with the development of the toy business model, specialty stores, franchise chains, etc. are developing, such as Toys R Us, Love to push the door and other toy stores. In addition, Leyou, Lijia Baby and other pregnant baby stores, often see the international big brand toys.

In addition, with the development of callers in recent years, the online sales platform has effectively helped international toy brands enter China. Now, whether it is Jingdong Mall, Amazon, Dangdang, or Tmall Mall, you can easily find Lego, Barbie, Hasbro, Fisher and other toys.

"close" strategy

In order to enter the Chinese market, the international toy giants can be said to be struggling. Lego Vice President BaliPadda said in an interview that China is becoming the world's largest economy and has a large middle class. For the LEGO Group, this is a good news that is both challenging and exciting. BaliPadda said: “Asia and China will become the core market of the LEGO Group in the future. We cannot be far away from Denmark (Lego headquarters), but we speculate what Chinese consumers really want. We need to establish our own factories in China and directly control the products. Production line.” Yao Sipeng, general manager of LEGO Toys China, said that in Europe and America, LEGO has a high degree of recognition among consumers, which may be the toy of the whole family, but not in the Chinese market. “We need to change and launch packaging suitable for the Chinese market, and make the LEGO brand a brand close to the Chinese market.” Yao Shipeng said with ambitious.

The ambition of the Chinese market is not limited to Lego. In November 2012, Mattel, the world's largest toy manufacturer, announced that its intellectual toy brand, Fisher, has officially landed in China. At this point, Mattel's Barbie, Hot Wheel and Fisher have entered the domestic market. In the United States, another toy industry giant Hasbro directly invested millions of dollars in October 2012 to establish a joint venture company in China, in order to quickly promote localized operations, expand sales channels, and better promote the Hasbro brand.

Peter Broegger, senior vice president of Asia Pacific at Mattel, said that Chinese parents pay more attention to test scores, thinking that playing toys is a waste of time and affects learning, while Mattel is trying to change the Chinese concept. It is understood that when promoting Fisher Toys in China, Mattel's slogan is "PlayIQ", while in the West they use "JoyofLearning".

Toys, which is intriguing with Mattel, also plans to let physical stores sell more toy microscopes, building blocks and other educational toys last year.

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