Toy factory direct sales center (Beijing-Kowloon Toy City) advocates the concept of "big toys", mainly dealing with toys, gifts, ornaments, fine products, maternity and baby products, handicrafts and so on. Among them, the varieties of toys operated include children's toys, adult toys, animation-derived toys, plush toys, wooden toys, educational toys, plastic toys, electronic and electric toys, toy accessories, etc. Among them, 80% merchants own their own manufacturers or directly cooperate with manufacturers, with annual sales of about 2 billion; It is the largest toy wholesale and trading center in South China integrating wholesale and retail, online trade, warehousing and distribution.
Toy Factory Direct Sales Center (Beijing-Kowloon Toy City) is a market unit that serves Dongguan toy enterprises and helps them to transform and upgrade. The toy factory direct sales center adopts advanced 1 (entity store marketing)+1 (e-commerce marketing) > 2 (win-win for one shop) mode helps toy enterprises successfully switch from export to domestic sales. Beijing-Kowloon (International) Toy City makes use of its geographical advantages and market cluster to provide toy enterprises with two-year rent-free preferential policies, foster enterprises to build brands and open up markets, and vigorously pave the way for enterprises to sell domestically, so as to achieve the goal of successful transformation. China is the largest toy manufacturer and exporter in the world, with nearly 8,000 toy enterprises. Seventy-five percent of the toy products in the global market are made in China. At present, Dongguan toy manufacturers, which account for more than half of the country, were initially invested and set up by imported Hong Kong businessmen. From being the production and raw and auxiliary materials base of Hong Kong toy industry, in recent years, there are more than 500 new toy enterprises in Dongguan on average every year. Products are mainly OEM, and more than 60% of them are exported to foreign markets.
The toy industry in Dongguan, Guangdong, which has close industrial cooperation with Hong Kong, has more than 4,000 manufacturers, accounting for half of the toy manufacturing industry in China and becoming the largest toy manufacturing base in the world. Guangdong accounts for 70% of the toy output value in China. As the largest toy base in China, Guangdong has concentrated more than 4,500 toy manufacturers, with an annual output value of 35 billion yuan and an annual export of 4 1 100 million US dollars.
Toy industry is one of the nine pillar industries in Dongguan. It plays a decisive role in Dongguan's economic recovery. With the increasing export obstacles, the production and sales of toys in Dongguan have been in a downturn! How can we revive the confidence in the future development of Dongguan's toy industry and help toy manufacturers get out of the economic crisis? Beijing-Kowloon (International) Toy City actively responded to the call of the Dongguan government, and put forward the application for the direct sales center project of Dongguan Toy Factory actively and quickly, so as to build a trading platform for professional exhibition and trade docking for Dongguan Toy Factory to expand domestic sales, transform and upgrade. It can be described as deep winter and warm sun, timely spring rain!
Most toy factories in Dongguan are mainly OEM, and have no independent intellectual property rights. With the rapid development of the toy industry in Dongguan, this problem is becoming more and more obvious. It has gradually become a stone to curb the development of the industry. With the outbreak of the financial crisis, the last straw on the head of Dongguan toy enterprises was pressed down. The collapse of Hejun Toy Factory, a giant in the toy industry, has given toy enterprises a blow-OEM is by no means the way out for Dongguan Toy Factory.
After the labor pains, Dongguan toys think calmly in the downturn and actively look for their own problems. Dongguan government, Dongguan Economic and Trade Office, Dongguan Toys Association and other departments have made concerted efforts and combined with the actual situation in Dongguan, and made a policy of factory direct sales center. All units designated as "factory direct sales centers" will receive various subsidies below 10 million yuan. It is used to support the transformation and upgrading of enterprises and enhance the resilience of enterprises in the cruel competition in the future.
Advantages of Beijing-Kowloon Toy City, the direct selling center of toy factory;
First, the weather
Affected by the financial crisis and the shrinking market economy in Europe and America, the sales performance of many small and medium-sized toy manufacturers has fallen sharply, and the capital turnover is difficult, so they are unable to develop new products or expand the mainland market. In addition, the domestic toy market has not yet reached an effective marketing model and industrial mechanism. Beijing-Kowloon (International) Toy City is "I am concerned about what others are not concerned about, and I am already acting when others are concerned!" Make use of your innovative thinking and action of "one step ahead" to achieve the goal of successfully linking Dongguan toy industry chain.
Second, the geographical location
Beijing-Kowloon (International) Toy City is located in Dongguan East Railway Station, changping town. It is the key eastern logistics base of Dongguan and the fulcrum of an important town of "Trade Dongguan". Dongguan East Railway Station is the intersection of Beijing-Kowloon, Guangzhou-Shenzhen and Guangzhou-Meishan. From here, it can directly reach Nanchang, Jiujiang, Fuyang, Beijing, Chengdu, Wuchang, Nanjing, Zhengzhou, Qingdao, Hefei, Hengyang, Changsha, Yueyang, Shantou and other large and medium-sized cities, spanning nine provinces. Here, you can deliver your toys to all parts of the country in one stop.
Third, people and peace
Beijing-Kowloon (International) Toy City has been keeping close contact with the industry since it was founded in 2003. In 2004 10, Beijing-Kowloon (International) Toy City successfully held the first Dongguan (International) Toy and Gift Expo with the strong support of Dongguan Economic and Trade Bureau and changping town Municipal People's Government. After nearly seven years of careful management, Beijing-Kowloon (International) Toy City has its own experience in toy marketing integration, and can reach a tacit understanding with the government's transformation and upgrading policies closely around the development trend of the whole toy manufacturing industry in Dongguan.
With the continuous joining of new and old customers, Beijing-Kowloon (International) Toy City has formed its own influential toy business circle and has a certain industry appeal! Considering things comprehensively and seriously, being United, being enthusiastic, full of ideals and full of responsibility are the true portrayal of all the staff of the dim sum project team in the factory direct sales of Beijing-Kowloon (International) Toy City. With such an elite team and innovative thinking, Beijing-Kowloon (International) Toy City has held half its success in its hands!
Domestic sales of toys have a foundation.
The industrial structure of changping town is that the traditional industries are mainly wool and toys, the pillar industry is electronic information, and the strategic industry is photoelectric industry. The output value of electronic information, photoelectric industry and wool industry is bigger than that of toys, but why did Dongguan set up a toy factory direct sales center in Changping?
Zhou Zizhen, deputy director of Changping Economic and Trade Office, dispelled doubts and said: "Beijing-Kowloon Toy City began to sell toys domestically as early as 2004. Changping has a foundation, and the strength of the toy industry is in a leading position. For example, Longchang Digital, a leading enterprise in the industry, is in Changping, so the government chose to set up a toy factory direct sales center in Changping."
Located in Dongguan East Railway Station, Jingjiu Toy City is a four-story building with an area of 33,000 square meters, which can accommodate more than 1500 shops with a total investment of nearly 200 million yuan. It will be the largest toy factory direct sales center in China, mainly engaged in toys, gifts, fine products, handicrafts, maternity and baby products, animation derivatives and other products.
In fact, the "childhood" of Beijing-Kowloon Toy City is quite tortuous. Toy City was positioned as a toy wholesale city at the beginning of its birth. Due to the lack of domestic manufacturers, poor traffic at Dongguan East Station and poor management, business has been relatively dull. Later, electronics, computers and communication products were introduced, but the situation has not improved. Now, the government has proposed to build a toy factory direct sales center here. Can it turn Gan Kun around?
Shu Huaqing, general manager of Beijing-Kowloon Toy City, is full of confidence. He said: "Beijing-Kowloon Toy City used to be grass-roots and now it has received government support. More importantly, after the financial crisis, domestic sales have become the general trend, and the rise of toy city is a natural thing."
Zhou Zizhen said that although the operation of Beijing-Kowloon Toy City was not satisfactory before, it invested a lot of advertisements and gained a certain popularity in the country, so the government chose it as a direct sales center.
Set up a domestic sales branch in the north
Confidence belongs to confidence, so how can both government and enterprises build this toy direct sales center?
Ren Zhuoxiao, a member of Changping Party Committee in charge of economic and trade work, said: "Building a toy direct selling center is one of the two articles to be written in Changping's economic and trade work in 20 10. By building a direct sales center, we will promote the domestic sales of toy enterprises and promote the transformation and upgrading of traditional industries. "
The Beijing-Kowloon Toy City Direct Sales Center was approved for construction, and Zhou Zizhen began to draft relevant work plans. He said: "We are drafting the plan. The town committee and the town government have not yet approved it, but it can basically be finalized. First of all, combined with the municipal financial support of no more than 5 million yuan a year, 50% of the matching funds will be implemented, that is, no more than 2.5 million yuan a year; Secondly, support Toy City to hold Dongguan Toy and Gift Expo; Thirdly, assist Beijing-Kowloon Toy City to establish three public service platforms, namely, toy inspection and testing, innovative design and talent training, to provide services for toy enterprises, apply for funding from relevant departments, and give certain matching funds; Finally, support the northward sales plan and set up a sub-center in the name of Beijing-Kowloon Toy City, and the town government will consider funding. "
Shu Huaqing said that Yiwu's small commodities are well-known all over the country, and its model is "headquarters+trade fair+expansion in different places". Inspired by the Yiwu model, Beijing-Kowloon Toy City will not only run its headquarters well through measures such as rent-free for two years, spending 2 million yuan every year to promote publicity and provide good public services, but also set up toy direct sales sub-centers in important regional cities across the country, and will build three or five sub-centers this year; At the same time, the toy exhibition held in 2004 will be resumed to fill the gap of Dongguan toy exhibition. In order to expand its influence, it can be held immediately after the Canton Fair. In addition, Beijing-Kowloon Toy City has developed China Toy Wholesale Network, an industry portal website, to provide online stores for enterprises stationed in Beijing, make up for the shortage of physical stores and realize "1+1> 2 "effect. As we all know, Dongguan is the "world factory", and behind the "world factory" is the rising consumer index.
In changping town, Dongguan, the citizens learned a piece of good news. The toy direct selling center led by the Municipal Economic and Information Office and the Municipal Economic and Trade Bureau officially settled in Beijing-Kowloon International Toy City, with plush, children's clothes, educational toys, electronic and electric toys, animation and other toy products.
"Although the toy factory direct sales center has not been opened for a long time, inexpensive toys are quickly favored by wholesalers and consumers.
Low price and high quality are the killer.
Unlike department stores, which are distinguished by the names of clothing brands, "toy factory direct sales centers" are divided by the names of factories. The whole center has the same style and simple display, and basically all kinds of shelves are the main ones.
At the scene, I saw a young and fashionable boy, bunking in a factory that specializes in exporting plush toys, and bought eight pieces of Disney export goods at the unit price of 30 yuan. According to this consumer, "I like Disney toys very much, but it is difficult to see such a complete set of products in the market, so I bought them all." The most important thing is that it is cheap. "
"All enterprises stationed in the factory must be brand products produced by the factory, and the principle is to sell at ultra-low profit prices. Strict price management and clear price tag. "
"Selling at low profit price" is undoubtedly the most eye-catching competitive advantage of "Dongguan Factory Direct Selling Center". However, what makes this advantage?
According to reports, the "Dongguan Factory Direct Sales Center" was established under the background of the support of Dongguan Municipal Government, the organization of Dongguan Toy Association and the transfer of enterprises to domestic sales. Enterprises can enjoy a number of preferential policies, including rent-free and only paying property management fees; On the other hand, the "factory direct sales center" allows factories to directly face consumers and provides a new channel for solving enterprise inventory.
"The direct sales center provides a platform for the factory to display and sell. We not only bring the inventory here for sale, but also bring our latest styles and samples here to listen to the opinions of consumers and accept bulk orders." A person in charge of a Dongguan production enterprise specializing in exporting to Europe said that the reason why it entered the "factory direct sales center" was because it had multiple functions, not just for profit.
In addition, from the words of the person in charge of the enterprise, it can be analyzed that the product composition of the "factory direct sales center" includes not only inventory and tail goods, but also new products in the season, which obviously guarantees the fashion and stability of the goods in the whole direct sales center.
Replication of "Taobao Center"
Lin Qing admitted to the reporter that the first batch of manufacturers who entered the factory direct sales center were all "testing water management" in a small area. What they didn't expect was that they were strongly welcomed by consumers and wholesalers because of their good quality, cheap price and fast delivery.
According to the insiders, the model of "factory direct sales center" is still innovative, that is, through the direct entry of manufacturers, combined with the shopping environment and perfect supporting facilities of merchants, and drawing lessons from foreign factory warehousing and discount stores, so as to reduce circulation links, reduce costs and benefit consumers.
So, can this model be successfully "replicated" in other regions?
Strong industrial manufacturing capacity and government support for the industry are the basis of supporting the "factory direct sales center". Alleviate the "export-oriented development model of Dongguan Toys, which mainly undertakes bulk foreign trade orders." The adverse effects brought about.
The reporter learned that Dongguan is the region with the largest number of toys in the world, and it was at the forefront of domestic counterparts as early as the 1990s. Today, enterprises are still mainly processing enterprises, and their products are mainly exported to Japan, Europe and America.
The "members" of "toy factory direct sales center" are composed of a number of small and medium-sized foreign trade toy factories. Although these factories have a high processing level, they have no independent brands and mainly face the European and American markets. The birth of "Direct Selling Center" naturally became the window for Dongguan Foreign Trade Toy Factory to directly face domestic consumers.
On the surface, the birth of "factory direct selling center" seems to conform to the trend of Dongguan's industrial development. But imagine, if we add management, service and display to the advantages of price and quality, how can the development space of "factory direct sales center" be underestimated?
Therefore, from the perspective of commercial circulation, this new model has a "model" significance for developed manufacturing areas, and can play a reference role for terminal sales. At the beginning of 20 10 of this paragraph, relying on the construction of the government toy professional demonstration market, the first toy enterprise cluster transformation and upgrading base in Dongguan was established, attracting more than 200 enterprises.
By the end of 20 10, the total number of toy enterprises has reached more than 500, and the physical business area has exceeded 20,000 square meters.
By 20 1 1 year, the total number of toy enterprises has exceeded 1000, and the physical business area has exceeded 40,000 square meters. The largest "1+1"trading platform for toys in South China was initially established.
By 20 13, Beijing-Kowloon (International) Toy City has won the position of the largest toy wholesale and trading center in China.