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Exploring the major characteristics of the development of Chenghai toy industry

  • Categories:Industry news
  • Author:
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  • Time of issue:2013-11-19 17:11
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(Summary description)It also relies on the e-commerce service platform to accelerate business model innovation.

Exploring the major characteristics of the development of Chenghai toy industry

(Summary description)It also relies on the e-commerce service platform to accelerate business model innovation.

  • Categories:Industry news
  • Author:
  • Origin:
  • Time of issue:2013-11-19 17:11
  • Views:
Information

No one would doubt the influence of Chenghai toys on a worldwide scale. As the world's famous toy industry, the toy and gift industry has always been the most distinctive industry in Chenghai, and the first pillar industry of Chenghai's industrial economy. Its formation and gathering development are inseparable from the correct guidance of the government. Chenghai implements a brand-name strategy to expand the space for foreign trade and economic development, implements electricity and water concessions for large-scale enterprises, and strives to create a good development environment for the economic development of enterprises. The toy gifts have become stronger and bigger, and the enterprises with output value exceeding 100 million yuan and more than 10 leading enterprises with an annual output value of more than 50 million yuan have emerged, which has led to the professional production of a group of small and medium-sized enterprises in the industrial chain. From a macro perspective, Chenghai Toys has the status of today, and its development has the following characteristics:

Chenghai Toys and Gifts started from the production of family workshops. The initial production was mainly the production of gifts made of raw materials such as bamboo and wood. Since the processing of materials, manual and semi-automatic plastic extruders were used to produce static toys. From the mid-1980s to the mid-1990s, through the introduction of a large number of automatic injection molding machines, the production of combined dynamics has greatly improved the output and quality of toys and toys, and has gained a certain reputation in China. In recent years, Chenghai District Party Committee and District Government have vigorously supported the development of the toy and gift industry. A group of enterprises originally engaged in paper products, hardware, wool and other textiles have also joined the ranks of toy and gift production. Many key enterprises and group companies have also adjusted their development. Direction, increase investment, and constantly update production equipment, so that Chenghai toy gifts gradually form a production system of raw material supply, modeling design, mold processing, parts manufacturing, assembly molding, packaging and decoration, product sales, transportation and other professional division of labor. Computer-aided design and auxiliary production are widely used. Products are integrated into new technologies of light, sound and electricity. They have entered the international market in large quantities and enjoy high reputation in domestic and foreign markets. At present, there are more than 3,000 enterprises engaged in the production of toys and gifts, and more than 100,000 employees, forming a town with the leading city, Fengxiang, Chenghua, Guangyi, Lianshang, Lianxia, ​​Dongli and other towns (streets). A group of professional villages (residential) as the key toy production base. There are more than 10 enterprises with an annual output value of more than 50 million yuan and nearly 100 enterprises with an annual output value of more than 10 million yuan. A large number of large-scale toy and gift manufacturers with output value exceeding 100 million yuan have emerged in Guangdong Province Audi Toy Industry Co., Ltd., Xining Toys Technology, Converse Group and Jinqi Group.

Flexible marketing

Chenghai Toys and Gifts were transported by middlemen in the early days, and they were sold nationwide through Yiwu, Chaoyangxia and other places in Zhejiang, and re-exported from the United States, France, Australia and other parts of the world. In recent years, Chenghai District Party Committee and District Government have actively helped enterprises to expand marketing channels. Make great efforts to run "one city" and "one meeting." "One City" was built in 1997 by Chenghai Plastic City with a construction area of ​​38,000 square meters. It has 474 toys and gift stalls with annual sales of 1 billion yuan. “One Meeting” is the Chenghai International Toys and Crafts Fair, which is regularly sponsored by the Chenghai District Government every year since 1999. It gradually expands its scale, increases the content of exhibition activities, enhances its influence, and makes it a promotion of peer exchange and promotion of Chenghai characteristics. Products, open up the window of domestic and foreign markets. '2002 Chenghai International Toys and Crafts Fair attracted customers from 58 countries and Hong Kong, Macao and Taiwan regions to visit and trade, and signed a total contract value of 85 million US dollars. At present, Chenghai toys and gifts are sold more than 70%, and the products are sold to more than 100 countries and regions around the world. The export of products has changed from the "three-funded enterprises" to the export of foreign-funded enterprises, the export of foreign-funded enterprises to the export-oriented enterprises, and the pattern of cross-trading among various forms of trade. Many large enterprises directly trade with major international customers. Xining Craft Toys Factory and other powerful enterprises have set up offices directly in the United States, Hong Kong and other places. They hire high-paying American "foreign experts" to design products and expand the international market more effectively.

The marketing methods of enterprises have also gradually become electronic, and e-commerce has begun to emerge. More than 20 toy and gift companies in the region have their own websites, and more than 300 companies use the various channels to promote products online. The Chenghai government network, the economic and trade network, the information network, the technology network and the China Toys Network, which are set up by the government and relevant departments, make it more and more common for enterprises to buy and sell products online. Since the launch of the Chenghai International Toys and Crafts Expo Site in 1999 and the first Expo, it has produced a wide range of influences. The online registration, online promotion and online promotion of the Expo have been completed. The Chenghai Online Toys Mall has also begun to take shape. Pay attention to the brand effect At present, Chenghai Toys and Gifts has more than 50,000 new varieties of Christmas crafts, remote control planes and automobiles, and an average of more than 100 new products are available every month. The grades of products are continuously improved, and medium and high-end toys with sound, light and electricity functions account for more than 20% of all products. The company attaches great importance to the quality brand effect. More than 20 enterprises have obtained the ISO9000 quality system certification, and 48 toy companies have obtained the Chinese toy safety and quality certification, accounting for more than half of the total number of national toy companies. Audi, Converse, Xining Craft, Kelida, Qingsong, Shifeng and other enterprises that have won a certain reputation at home and abroad by quality, reputation, innovation and brand win. Since 1999, the toy and gift industry in the region has obtained more than 200 patents and more than 100 registered product trademarks. More than 10 trademarks have been awarded the key protection trademarks of Shantou City, including the trademarks of “Audi Double Diamond” and “Golden Qi”. It was rated as “a famous trademark of Guangdong Province”.

Holding a group

Chenghai toys have always been known for export. In recent years, the toy and gift industry in Chenghai has grown at an annual rate of around 14%, and 70% of its products are exported to more than 140 countries and regions around the world. However, the domestic children's toy consumer market has the same business opportunities. It is understood that China's 300 million children under the age of 14 are rich in toy demand. China has a toy market of 30 billion yuan per year, and it is still increasing at a rate of 40% per year. It is expected to reach a market capacity of 100 billion yuan. “Bao Tuan Management” has become the most familiar profit model for current toy manufacturers. Under the banner of the collective trademark “Chenghai Toys”, Chenghai Toys Company deepened “Chenghai Marketing”, focused on building a marketing service platform, exploring international and domestic markets, and actively implementing market diversification strategies. It also relies on the e-commerce service platform to accelerate business model innovation.

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