Source: Yiwu sourcing agent Author: Date: 2008-11-11
Brand and e-commerce promote the overall industry development
A colorful, unique small car switched to the vertical glass wall, the side of the car firmly affixed to the wall, circling around, go and back freely. A young man was busy handling the remote control, under the command,the car ran very freely. On November 6, reporters saw an interesting show of the smart toy in Yiwu IQ Toys Co., Ltd seated on the 8th floor of the International Trade Buildingi. It is learned that this toy car is one of the coolest products with the latest world-class on the market today , and it is also a dynamic display of Yiwu toy industry. Multiaspects innovation make Yiwu toy industry remains stable development trend in the current international economic situation .
Scientific and technological innovation brought the functional upgrades
"The market updating and changing market environment promote the toy industry to upgrade and transforme constantly." A boss who has been doing toy business for many years evaluate the start point of the innovation so. Yiwu has a toy industry with more than 400 manufacturers, more than 2,300 operating , 30,000 employees, and more than 60 billion yuan year sale totals.
Yiwu toy industry ran with extensive form first , there were more than 50,000 varieties products with small individual but large scale. Most products were low technical content and easy to imitate, the main competition in the market was the price. "With the development of the market, the old way is surly narrowing. To go well, to innovate," said Yiwu Toy Industry Association General Secretary Tong Yuan. For innovation, toy industry has adopted a series of actions to implement integrated trade and strategic cooperation, to start the product R & D center and training center in specific R & D cooperation with Zhejiang University in tertiary institutions.
Innovation in the toy industry gradually become a conscious action. It is reported that about 10% manufacturing enterprises with strong strength relatively set up their own R & D centers, and connect with the trade associations ones, to upgrade and develop intelligent products.A company intelligentized a best-selling but outdated baby, which is popular in the market again. The Price turned to more than 100 yuan from more than 50 yuan each, and also increased the added value.
Brand innovation creat another way
"In addition to relying on the function to reflect the products added value, it's more important to strengthen the brand." Tong Yuanzhi has his own opinion on the development of Yiwu toy industry .
From the practice, many toy companies recognize the significance of the brand, and began to make great efforts to cultivate their own brands.For example, a toy company developped a voice doll with their own intellectual property rights, using chips, using simulation technique to imitate human movement, which make the toy's interpersonal behavior more realistic, after being putting into the market ,it is very popular, and also a substantial increase in added value, and finally improve the benefits of enterprises.
To build yiwu toy brand, the trade associationput brand strategy into development planning, gather superior resources, employ unitedly a specialized consulting firm, unitedly planning construction. It is reported that there are now 15 toy companies are in the process of applying brand-name products in Jinhua, which make foundation of applying Zhejiang as well as China brand-name in the future.
Increase the proportion of e-commerce largely
The market has changed, the enterprises have to change the mode of operation, in addition to its innovative and upgrade and brand building, toy companies are innovating on marketing . Many enterprises have changed the traditional passive attitude of marketing, they make full use of modern network functions and increase the proportion of e-commerce.
Reporters know from Yiwu IQ Toys Co., Ltd. that the company's business this year, mainly through e-commerce, the company has retained a team of young employees who understand the network, use on-line platform such as Alibaba, QQ, Baidu and so on , establish the database to implement full-scale search Engine optimization, the use of blog marketing, video marketing, e-mail marketing and event marketing and other modern means of marketing, business development, not only reduces operating costs and also improved benefits, the company this year, 90% of the business were realized through the completion of the network. In order to meet the manpower requirements of e- commerce high, the company organized staff to have training, and upgrade their professional quality , 10 employees received the Commissioner of Internal Trade Alibaba e-commerce certificate, and their business is booming.
According to general manager, in the current spreading financial crisis , Yiwu toy companies choose the multi-level marketing means. Many of them try to e-commerce businesses, some enterprises who has no technology ability itself , go into the markets through the vertical B2C, C2C platform, and so on to co-operate with the network businessman, they make full use of the advantages that Yiwu market is good for Internet sales because of the variety goods to expand trade Volume.
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