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Quality + innovation to reshape the future of China's toy manufacturing

2017-06-2837

If we are willing to look at the data, we will find that China has always been a big toy maker. 1/3 toys imported from the United States and 2/3 toys imported from the European Union are all Chinese products. The products on the global market (except mainland China) exceed 2/3, which come from china. Related data show that in 2016 1-6, toy exports amounted to more than 6 billion 500 million U.S. dollars, and has been in the growth phase.

If we continue to look at the data, will be found in China more than 80% toy companies as "OEM OEM" mode of production, the toy industry export data "three low", namely the export volume is high, low technology content of products, brand low added value, low economic efficiency. In the domestic market, the local toy companies seem to be only "unknown" in the name of MATTEL, Lego, children, Bao, Disney and other foreign brands have long occupied the domestic market heights.

So, how should we correctly view this "contradiction" of the industry scene? How should the traditional toy manufacturing industry enhance the competitiveness of the local market and the whole world?

Quality first, to achieve brand heritage

Muwan was founded in 1973, after three generations, has now become the domestic children's wooden toys leading brand, brand reputation at home and abroad have soared, is one of the few successful output "China brand" of the toy enterprises.

Wooden play family chairman He Bin think, for the current Chinese toy manufacturers, the most practical road of development should be "OEM + brand" complement, "inheritance + innovation" parallel. He believes that within a generation, China made it difficult to have new knowledge, so relying solely on the "brand" to support the survival of enterprises too naive, OEM OEM model is inevitable. "We can learn about industry trends, cutting-edge technology, popular design through OEM...... "These are what we need to cultivate our own brands," which also means that domestic enterprises must be quality first, have the opportunity to win the international toy giant's "OEM" qualification. In addition, toy companies also need to actively respond to changes in the market, embrace the internet. E-commerce makes it possible for companies to have better access to consumers directly and to participate in global business, which is a rare opportunity for businesses. "Therefore, we must do a good job of quality, and use the platform of e-commerce to build brand influence," He Bin said. "The goal of" wooden family "is to become a synonym for wooden toys in china.

He Bin, chairman of wooden play family

The small wooden toy to the toy industry, if long-term development cannot do without the "inheritance" and "innovation", both of which are closely related with the "quality". Therefore, the differentiation advantage of culture, technology, technology and marketing network based on brand will be more and more obvious in the competition.

Implementation of standards, the key lies in the implementation

"Made in China" is a fact that has long been customary in the world, including toy products. Thankfully, many enterprises are "three" from OEM OEM production to ODM independent design and OBM brand mode, a number of advantages of toy enterprises to Muwan represented gradually, they take independent innovation as the core, famous brand logo, with strong competitiveness.

Wooden play family toy

So, how did they accomplish this transformation? The key lies in the strict implementation of the industry standards, and even "the world's most stringent standards" as the benchmark, standards, if implemented well, the local toy brands will hopefully break through".

In fact, from the standard, the standard is not lower than China American Standard, European standard, but in the domestic process of some enterprises because of cost considerations and failed to strictly enforce the standards, this is also an important factor causing domestic consumers do not trust domestic brands. "We are in a sandwich layer, not only to do the brand, but also to maintain the price advantage, so the role of third party testing is needed to optimize the process and achieve transformation and upgrading".

Muwan has been working with the global independent third party testing organization -- Germany Rhine TUV: close cooperation in wooden play internal control processes, and compares American Standard European standard, GB three and select the most stringent standards to perform. At the same time, all toy products of wooden play family also need to pass a "assumed to be abused" assessment process to ensure the safety of toys. It is reported that wooden play family has won the international toy brand "Fisher" IP and trademark licensing. Future "Fisher" wooden toy design to production will be completed by wooden play, the quality of China made products enough to sell all over the world.

Toy is a cultural and creative industry

"Made in China, no matter how good" is not their own brand, only China can create a foothold in the world." He Bin believes that toy products are cultural marks, and ideological output is the most effective way to increase the added value of products.

In fact, in recent years in the promotion of international trade under the new regulations, not only in the domestic toy enterprises "to improve the technical content, in line with international standards" has made great strides, but also the path of development, independent development, own brand ". The enterprise began to try to carry out cross-border cooperation and high-tech industry, the content of creative industry and design industry, design new products to meet customer needs, the rapid realization of product update iteration, enhance their competitiveness.

Wooden play family product line

In Muwan products series, He Bin on the one hand, "Chinese elements", such as the I WOOD series; on the other hand, investment began to launch the original animation, animation large "toot town" series, to bring consumers' cognition. At present, wooden play family also signed the "Mahatma return" derivative toy development rights, the future will also participate in more animation culture, tourism, culture and other derivative product design of the original project. The ultimate goal is to make China based on the world stage.

In the wave of industrial upgrading iteration, it is imperative to adjust and optimize the product mix of toy enterprises. Brand building can not be a day, and toy companies should have "feelings", "feelings" is to make quality become a culture.

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Copyright:Shantou Shunzhan Plastic Co.,LTD.

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