Who does n’t miss his childhood? I heard my parents calling for “going home to eat†from afar, but I squatted down on the ground to shoot movies and play pinball. "Small pot stew."
But now, the children are obviously more "rules", and the things they play have become plush toys, electric toy cars, intelligent voice books, and even iPads. It is difficult for China's old toys to have a market, and toy factories don't dare to easily produce. However, fortunately, there are still some companies that have not completely abandoned the development of Chinese toys. Toy companies that are good at using Chinese elements are integrating it into modern toys in order to inherit and innovate.
When people walk into China's "hometown of toys", I am afraid that I can no longer find the excitement of my childhood. "There are toys everywhere, there are toy factories everywhere, the equipment is quite advanced, and the technology is not bad." Tsinghua University Art Wang Lianhai, an associate researcher at the college and a famous Chinese traditional toy researcher, told reporters, "However, there are no Chinese own toys, all are for foreign manufacturers."
At present, China is a country with high toy production and export volume in the world. The most famous ones are the lanterns in Jiuduhe Town in Beijing, tin toys in Shanghai, wooden toys in Yunhe County, Zhejiang, and plastic toys in Panyu, Guangzhou. Wang Lianhai said, "Beijing and Shanghai can be regarded as having independent intellectual property rights, but Yunhe and Panyu have the largest output."
Wang Lianhai once went to Yunhe County, and every time he went to a toy company, he would ask, "You have such good equipment and technology, why don't you make Chinese toys or develop your own products?" You always get a long smile from the other party, "You It ’s an industry insider, do n’t you know the current market trend? Nowadays, OEM orders ca n’t be received and the income is not bad. Is it necessary to take risks to develop traditional toys? â€
Wang Lianhai's answers to these people are both regrettable and understandable. As an industry scholar, he does understand how much manpower, material and financial resources a new product needs to invest from development to production to promotion to sales. "These toy factories are used to foundry, They only earn replacement labor costs, and don't consider everything else. "Wang Lianhai said," You place an order and I deliver it, it's that simple. "
Independent research and development is not pleasing
But in fact, this phenomenon does not only happen in the toy industry. In any industry, it is not easy to be a leader. The ending is nothing more than two, either red or purple, or collapsed. "Now their lives are still It ’s very difficult to let them take on the responsibility of inheriting traditional Chinese culture. â€Wang Guilian, who shares the same feelings with Wang Lianhai, also has Jin Guifang, the director of the toy design department of the Industrial Design Department of Tianjin University of Science and Technology.
In Jin Guifang's view, the days of Chinese toy companies are now much worse than before. "The brand is not ours. Our OEM companies are just the least link in the profit chain. Today, China's labor costs are no longer cheap. The profit margin of enterprises is even lower. "Jin Guifang said.
But most people would rather go bankrupt than risk developing new toys. "If the cost control is insufficient during the development process, it means that the previous investment has been abandoned and the economic crisis will be faced early." Jin Guifang analyzed, "Even from development to sales The link is not bad, but the product is not sold well, it is also in vain. "
However, if the development is successful, the huge power it provides to the enterprise is still not to be underestimated. "Taking the 2008 economic crisis as an example, toy orders from abroad have dropped sharply, and many Chinese companies have therefore closed down." Jin Guifang said that some have independent original brands , And toy companies that occupy a part of the domestic market share have come through. For example, the children's toy company in Guangzhou, their "Kerr Doll" is mainly Chinese style, and is loved by Chinese children. "Pretty!"
Chinese elements still have a market
Jin Guifang's praise for "Ker Toys" is actually just a small company that has only been in business for 8 years. The "Chinese style" positioning and strict expert quality standards have become the company's core competitiveness.
According to Ms. Huang, the company's brand director, "Kerr Doll" is divided into Chinese-style classic series and Chinese-style fashion series. Its products include various unique female images of the times in Chinese history and culture. Ms. Huang has obtained market research In conclusion, girls playing with dolls will like the same brand for a long time.
Therefore, from the production to the promotion of the product concept with Chinese culture as the theme, we must all focus on the "Chinese style". "We must therefore accumulate our own cultural heritage. Although it is not too deep, it cannot be ugly." Ms. Huang said, " Now the company ’s products are still on the rise, and they ca n’t go wrong. In fact, they are under a lot of pressure. â€
According to the 2011 "Retail Survey" of "Chinese and Foreign Toy Manufacturing" sponsored by the Guangdong Toy Association, domestic brands such as "Kerr Doll" actively entered the list, "We are also happy to find some new trends in the domestic market. "" Ms. Huang smiled.
In fact, "Kerr Doll" takes the route of "high quality and low price". "We really don't have a price advantage, we can only survive in a differentiated way." According to Ms. Huang's analysis, "Chinese people's consumption level is constantly improving, and the brand awareness of consumption will be stronger and stronger. What's more, the cost of labor and raw materials is now rising. Powerful, low price will inevitably affect the quality, if the brand is smashed because of earning money, we will not be able to do such a stupid thing.
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